DESIGN & WEB

Are Landing Pages Important?
The short answer is yes.

Jonathan D. Spiliotopoulos

12 April 2017

A quick search for the “value of landing pages” will yield two reasons to use them that can be summarized thusly: Landing pages increase conversions and are lead generation monsters.

To help you use landing pages effectively, there are also lots of results that talk about how to design great landing pages, how to optimize them, and even how not to piss off Google when you employ them.

But if those reasons aren’t good enough, there are two more to consider.

Measuring Success

The employment of landing pages allows you to track the effectiveness of your outbound activity.

With landing pages, email marketing, posts on social media, direct mail, and advertising can all be tracked individually; and companies can determine who came from where, what messages hooked them, and more.

Without a landing page, companies are robbed of that differentiated data, making it very difficult to determine the success or failure of campaigns, to determine what — if any — changes need to be made to improve results and to determine ROI.

Unfortunately, that’s exactly what 44% of B2B companies do every day; and 60% use landing pages very rarely.

If your company falls into one of these two categories, here’s our business card. ?

Campaign Connectedness

When speaking about user experience, or UX, it’s common to refer to landing page design. Though that’s important — especially for maximizing conversions — of arguably greater import is campaign connectedness.

When you convince prospects to take an action like clicking a link, it means you’ve found something they’re interested in. Leading those prospects to your home page, or to another page that doesn’t immediately satisfy that interest, disconnects your campaign and ruins the users’ experience. Instead of finding what they expected, prospects find a sea of distractions and options to wade through.

If you can’t guess what happens next, I’ll tell you: the user bounces, and your campaign is over.

Final Thoughts

If you’re not using landing pages for your campaigns, you should be. They increase conversions, improve lead generation, aid in success and failure measurements, allow for design and content testing, remove distractions, and provide a better — and more respectful — user experience by keeping your campaign messages fully connected.

Jonathan D. Spiliotopoulos

About the Author

Jonathan D. Spiliotopoulos is a Partner with O’Brien Communications Group (www.obriencg.com), a business-to-business brand-management and marketing communication firm with responsibilities ranging from brand creation and creative concepting, to graphic design, web development, and more. He's also an experienced teacher/trainer, presenter, a newbie dad, and is active in a number of communities and forums — online and in the real world — dedicated to helping others achieve their goals.

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