by Martin 5 years ago 
Landing pages are incredibly important when it comes to digital marketing. In fact, an optimised landing page can help increase conversions by up to a staggering 85%. However, you may find it surprising that only 50% of businesses use landing pages in their digital marketing campaigns. So, the other 50% are losing out on a huge boost of conversions because they are not investing in landing pages. In fact, the majority of these businesses might not even be aware of what a landing page is. If you are a business that doesn’t know how to use landing pages to boost conversions and don’t have the resources in-house to start using them, then we recommend using a digital marketing agency who will be able to help you. But, in the meantime here are some things to consider when using landing pages.
What is a Landing Page?
A landing page is a type of landing page that serves the purpose of enticing a visitor to do something specific such as signing up to an email newsletter. They are created with one goal in mind, and that is driving conversions and leads. A landing land is different to other web pages because it has a sole purpose and allows you to capture information in exchange for a desired business goal. To try and optimize your landing page, it might be worth getting in touch with a company like Linear to see if they could help.
Define the Purpose of a Landing Page Before It’s Created
First of all, you need to define the purpose of a landing page and what you want to accomplish. The concept of driving more conversions is pretty broad, so you need to think about what a conversion is to your business. For some business, conversions will be straight up sales and generating profit. But, for others, it might be gaining subscribers for their email newsletters. Whatever your goal is, you need to define exactly what that is before you create a landing page.
Make The Call-To-Action Clear
What you are trying to accomplish needs to be apparent. This is because you only have a few seconds for your users to notice it. Keeping this in mind, your call-to-action (CTA for short) needs to tell your visitors exactly what you want them to do. Because of this, you should never have more than one call-to-action button on your landing page. It needs to be created for one purpose and not confuse them.
Include Social Copy or Testimonials
An important thing to remember is that you should never underestimate the power of showcasing what others say about your business. In fact, adding social copy or testimonials to your landing page can help boost conversions by over 40%.
Make Your Messages As Clear as Possible
The landing pages that perform the best are ones that carry a tone of voice and include messages that are easy to digest. However, you don’t want to overwhelm your visitors with a tone of voice that they don’t resonate with. With this being said, it’s important to use restraint when communicating your tone of voice. Think about what your target market might enjoy reading and then align your messages with that.
Add Images and Videos
Images and videos are incredibly effective on landing pages. They help to get your message across very quickly and are easier to digest than raw copy. In fact, website visitors will remember images and videos a lot more because that’s what humans are hardwired to do. However, it’s important to never make a video that’s too long; it should be no longer than a few minutes.
Always Measure and Test Your Landing Page
When it comes to landing pages, there isn’t a simple recipe for success. You could read loads of articles online, but nothing is going to work as well as your own bespoke set up which is based on your own research and tweaks. If you currently have a landing page but you are not impressed by the number of conversions it’s generating then we recommend using Unbounce. It’s a tool that allows you to properly test and optimise your landing page on conversions.