What is the role of conversion pages in Digital Marketing? – WAU
When we talk about Digital Marketing, we know that there are many different spheres and countless possibilities that can be thought of for the elaboration of an efficient strategy. One of these strategies is the creation of conversion pages (or Landing Page), which, in our experience, have a fundamental and practically irreplaceable role within a Marketing strategy. […]
When we talk about Digital Marketing, we know that there are many different spheres and countless possibilities that can be thought of for the elaboration of an efficient strategy.
One of these strategies is the creation of conversion pages (or Landing Page), which, in our experience, have a fundamental and practically irreplaceable role within a Digital Marketing strategy.
But what is a conversion page? What is this conversion? And what is the role of these pages in Digital Marketing?
These are the questions we will answer in this post. Come on.
What is a conversion?
Much is said about conversion into Digital Marketing. It is one of the most important metrics that can be measured with sufficient precision to prove the results.
Being straightforward, the general goal of a conversion is to make the user perform a certain desired action to move to a new stage in the relationship with your company.
This objective with the page visitor can be both the direct sale of the product / service (making you a customer) and the beginning of building a relationship. Thus, to increase the chances of that visitor becoming a customer of the company over time (making him a Lead).
To improve understanding of what conversion is in your business, you need to know how your company’s sales funnel works. That is, the path through which a potential customer becomes aware of your company until the moment when it becomes, in fact, a customer.
This is because there may be cases in which the user needs to convert only once to become a customer and others in which he has to convert several times throughout the purchase journey to actually buy your product.
There are essentially two types of conversions possible on a site:
- Direct: When the visitor to your site responds to a product / service offer and takes a concrete action towards the purchase.
Examples: buying a product on an ecommerce site, requesting a quote via the form on the website, booking a service time on the website, signing / registering a Web product, calling the company’s sales center, among others.
- Indirect: When the visitor provides some personal information, such as name, email, company or other data, in exchange for a free content or service offer. This type of conversion is much smoother and, despite not generating immediate results, it works to retain those people who are not yet ready to buy your product / service, but who can become customers later on.
Remembering that who determines what type of action the visitor needs to take to become a conversion is you. We talked about some examples above, but any internship transition is already a form of conversion.
What are conversion pages?
The term Landing Page, in literal translation, means landing page. In theory, Landing Page can be any page on which a user accesses your site, from direct access through the home or through a post found in search engines.
However, it is seen that in practice the concept has undergone some changes over the years. In order to increase conversion rates, some companies have started to create conversion pages focused on the sole and direct objective of produce a conversion for your site.
In other words, instead of directing the user to a homepage where that user should “go it alone” and explore everything their product offers on their website, companies started creating conversion pages focused on conversion. Which are simpler pages and fulfill the only objective that this user would like to achieve by landing on the page.
Generally, a Landing Page it is a simple page, with much less elements, content and links than a normal website.
Imagine a page where there is only one action available to be performed. And that, to perform this action, you need to leave your contact information. This is a Landing Page.
You may be asking yourself, “But why would I create such a page, with little content and few options?”
It’s quite simple. Since the purpose of a conversion page is for the user to perform the given action, the less distractions and click alternatives he has, the greater the chance that the conversion will be successful.
The anatomy of a Landing Page basically has the following elements: Title, Offer, Form and Call-to-Action. This model can be variable but, in short, it is possible to say that these 4 elements form the basic skeleton of an LP.
For example, access this Landing Page with an offer of material produced jointly between Resultados Digitais and Websites Are Us. Realize that the only purpose of this page is for you to convert it, that is, leave some information about yourself in exchange for the free download of the eBook “Content Marketing for Results: aligning content with the sales funnel”.
But why not make materials available for download on a blog post or on another page of the site? Why all this work on creating a conversion page to make this offer available? Let’s answer those questions below!
Why are conversion pages important in Digital Marketing?
Resuming: the only objective of a Landing Page is to convert. And that is the main reason that sets them apart from a page that has multiple goals.
If we could summarize the main importance of Landing Pages in Digital Marketing, we could say that the word is results.
As we talked about in the introduction to this article, conversion is one of the most important metrics within the Digital Marketing methodology. Both the total number of conversions and the conversion rate are fundamental for you to understand how your business is doing.
Conversion rate for a page = Number of page conversions / Number of page visitors
There are many reasons that prove the value of conversion pages in Digital Marketing. We will, in general, mention 3 results you can achieve:
1. Increase your Leads / customer base
Imagine that you have a website that receives 15,000 monthly visits. And that these visitors enter your page, browse a little and leave, without leaving any contact details.
Now imagine that you have a website that receives 5,000 monthly visits. And that these visitors enter your site, browse a little, and eventually come across links with offers. These links direct the user to a Landing Page, where he receives his offer in exchange for contact details or where they can make a purchase.
It is easy to find out which of the two situations is healthier for your business. In the second case, even with fewer visitors, the potential for generating business is much greater than the first.
2. Know who your Leads are
Every time a user falls into an LP with an offer, it is necessary that they fill out a form with their contact details in order to consume that offer.
This form can contain very important information, such as name, company, position, age, location, email, telephone etc.
There is really no rule, as each target audience has a different behavior. What is worth trying to understand what data do you really need to know about these Leads and order only those.
Knowing who your Leads are, you can know who has fit to consume your product and should be approached by a salesperson. And also those who need to consume more content to be prepared for the moment of purchase.
In addition, you can also segment these Leads to send personalized Email Marketing campaigns and optimize your results, being more and more accurate in your offers.
3. Reduce costs
By their nature, Landing Pages have conversion rates higher than a normal website. It is not uncommon for a Landing Page to have a conversion rate 5 or 10 times higher than a page.
Okay, but what does this have to do with reducing costs?
Come on. Imagine that you’re spending a certain amount on AdWords ads. For every 100 visitors your site receives, only 1 consumes your offer. That is, the conversion rate of your website is at 1%.
This is a very low result and you need to change that. So, you create a well-optimized conversion page and you can increase that number to 10 conversions for every 100 visits, making your conversion rate stay at 10%.
This means two things: either you can lower your campaign budget in AdWords to generate the same sales result, or you can generate more sales with the same investment.
Creating and optimizing a conversion page is one of the actions with the greatest potential to deliver results for your business.
How to make a good conversion page?
Now that you know all the theory that surrounds a Landing Page, it’s time to move on and start thinking about how to actually create them to start generating results for your company.
To continue, read the eBook “How to create Landing Pages that convert” and discover the best practices for making Landing Pages and converting more visitors into business opportunities.
This guest post was written by André Siqueira, from Digital Results.