1. Introduction
You need to represent the purpose of landing pages before creating it for your business. Why do you want a landing page? Long story short, everyone wants conversion. The average conversion rate for landing pages across all industries stands at 5.89%.
Landing pages for performance marketing are created by putting yourself in the reader’s shoes. You have to read their mindset. There is only one step, one reason, and one purpose. Landing pages bring conversions if you place a clear offer, message, and CTA (call-to-action).
Let’s learn great practices related to landing pages for performance marketing, its importance, and how to set up a landing page.
2. What are landing Pages in Performance Marketing?
What is Performance Marketing?
Performance Marketing is a result-driven digital marketing strategy t that prioritizes accountability, measurability, and efficiency. In performance marketing, you must pay only once to achieve your desired goals. Performance marketing goes hand in hand with affiliate marketing, pay-per-click(PPC), and search engine marketing (SEM).Your goals may vary from filling out a landing page form, clicks, leads to purchasing anything.
The phrase “performance marketing” emerged soon after the introduction of pay-per-click (PPC) advertising, initially associated with banner (display) ads and what is now known as Google Search Ads, formerly Google AdWords
Landing Pages
A landing page is a webpage where a visitor lands from an ad from different search engines (Google, Bing, or Yahoo) or social media platforms (Facebook, Twitter, Instagram, or Youtube, etc) and from an email.
Landing pages are designed to promote a particular goal with a strong call-to-action (CTA). It is the main ingredient of content strategy for attracting consumers and increasing conversions. Landing pages differ from homepage in many aspects.
Why do we have to create effective landing pages?
The landing page is also known as a “destination page” or “lead capture page”. Landing pages focus on one goal and attract consumers by providing information about a certain product or offer by avoiding distractions. You can observe less navigation on landing pages. You can create an effective performance marketing landing by keeping the following pointers in mind.
- Use an attention-catching headline with a supporting subheading
- Set a Unique Selling Proposition (USP)
- Show benefits through examples or videos
- Always add a Call-to-Action (CTA)
- Enhance your page elegance with social proofs
- Always use consistent and bold visuals
3. Importance of landing pages in performance marketing?
Landing pages serve as a vital element in performance marketing strategies. They hold significant importance in the process of transforming website visitors into active customers or subscribers, presenting them with compelling incentives to engage and take action. Performance marketing landing pages are important for these reasons.
Landing pages are used in email marketing campaigns and also both in search and social media ads.
- Messages that convert: Conversions can’t be made without creating direct messages.Crafting a message that resonates with the visitor can significantly enhance the probability of converting them into a customer.
- Enhanced conversion rate and focused ROI: Landing pages fulfill the demand of what they are made for. Landing pages avoid distractions, create clear tag lines, provide user-friendly experience which leads to more conversions
- Tracking and cost-effectiveness: One of the best features of landing pages is that marketers can track their campaign success. Landing page can be cost-effective by directing efforts toward a specific audience and presenting a compelling reason for them to take action.
- Branding: Branding is a crucial element in the success of a business. Landing pages offer a platform to highlight a brand’s distinctive value proposition by visually appealing designs and benefits.
What is a high-converting or high-performance landing page?
A landing page’s initial impression holds immense significance in determining whether a user chooses to engage with your business. Hence, crafting a visually appealing landing page that clearly communicates your message and value proposition is paramount for driving conversions.
Achieve a conversion rate well above the average of 3.84% by implementing a high-performing landing page strategy for your company. Having a clear understanding of your Most Wanted Action (MWA) is crucial for creating a focused and effective landing page that yields significant results.
Clarity of designs, targeted offers, and call-to-action (CTA) are the best practices of high-converting landing pages.
Types of landing pages
1. Video landing Pages
Landing pages that incorporate video content in various capacities can effectively persuade the audience. Whether the video serves as the centerpiece of your page or works quietly alongside copy and images, it can play a significant role in winning over visitors.
Incorporating a brief video that guides prospects/customers through your offer can enhance conversions regardless of your product or service, provided that the opt-in process remains straightforward.
Benefits of using Videos :
Mindful and valuable content inspires the audience.
Videos breathe life and personality into your product, establishing trust and fostering a deeper connection with your audience.
Unbounce discovered that a significant number of individuals prefer watching a 5-minute video over reading an article.
Ensure that your landing page video is concise and valuable, as desktop viewers typically engage with videos for durations ranging from 30 to 90 seconds.
2. Pitch Pages
Pitch Pages provides the flexibility to include as much or as little information about your startup as you desire. For instance, you can opt for a “Teaser Pitch,” which condenses your pitch to highlight key aspects and pique investor interest. This customizable approach enables you to tailor your presentation according to your specific needs and objectives.
The primary objective of both pitch and click-through pages is to compel users to click on a call-to-action (CTA) button. On pitch pages, CTAs typically prompt users to initiate a trial period or download an app, aiming to convert visitors into active users
3. Landing Pages with Text-only
Many online marketers opt for a text-based copy on their landing pages, avoiding videos or large graphics. Instead, they incorporate a few images strategically chosen to appeal to the section of the brain that processes visual information. This minimalist approach prioritizes concise and compelling written content to convey key messages and drive conversions effectively.
4. What are the best practices for Performance Marketing landing pages that convert?
Forward a Positive First Impression
If you want your readers to turn into dream clients. Make sure your first impression should be positive.
You never get a second chance to make the first impression,” by Andrew Grant, a famous British writer.
You have to create a landing page aligned with your audience. How? Here is the solution.
- Segment your audience as per their choice, taste, and liking.
- Create a message that fits one of their segmented audiences.
- Don’t overcomplicate. Keep your message clear while managing the aesthetics.
Well-designed landing pages create a positive first impression, enticing your audience to explore further and transition from browsers to customers.
Maximize conversion rate
You can maximize the conversion rate by lowering the navigation rate on your landing pages. You should guide your visitor with directional cues in the best way for maximum possible output. Once someone arrives on your page, what you want them to do should be clear — submit their info to your lead form.
You can direct your consumers toward conversions by
- Giving a clear and concise CTA (Call-to-Action).
- Incorporate arrows directing toward your lead form.
- Integrate anchor text that navigates users back to the form upon clicking.
Optimize your landing page for search and get the benefits of Trust Elements
Trust is the biggest element from business to life. Why do people buy from you and make deals? That’s because they trust you.
Your landing page is the foremost thing while building trust among visitors.
When you win at building trust.
“You don’t sell products. You sell trust.”
You can build trust by addressing pain points while providing the best solutions side by side. Of course, designing landing pages well while focusing on colours play a crucial role too.
Give away most suitable offer
You could argue that anything free qualifies as “good,” but that isn’t exactly true. Not only should your offer be free (we’re not talking sales pages here), but it must also be good enough to warrant a stranger giving you their personal information. Present an offer that will solve their inner problems.
Keep few things in mind while giving an offer. It should solve their problems. It should be effective, competitive, and converting.
User-friendly navigation
Landing pages exclude the primary website navigation. This strategy aims to encourage visitors to focus on the page’s content and take desired actions, rather than navigating away. Any navigation elements incorporated should be straightforward and minimalistic.
5. Steps for creating effective Performance Marketing Landing Pages?
1. Perform a Diverse Market Research
You can’t create a landing page without diverse market research. You can’t beat your competitors without gathering information about targeted market research and customers.
The foundation of every effective landing page begins with thorough market research. This entails gathering essential insights about your target audience and customers to craft valuable content and deliver a desirable customer experience.
Understand Google Trends
While understanding Google trends you have to analyze the trends of the market, and keenly observe consumer feedback while observing the strategies of your industry competitors.
To create a better offer, you have to observe the following things.
If you want to learn whether your current idea is good or not for creating a landing page. Perform these activities to get the best idea that works
- You have to go through Google Trends to understand Google’s Trends properly.
- You can type the keywords on which you want to rank and observe trends of past six months in any niche.
- You can understand the wants of your audience by multiple surveys and polls on social media.
- You can even analyze consumers better by reading comments.
- Use data to create better that you have already gathered.
Read the mindset of the audience
To make any business, any campaign successful. You have to understand consumers’ mindset. Your business can only be successful if something is useful and if it fulfills consumer’s needs.
Do you want to know the stages consumers go through before and after purchasing?
Recognising a Specific Need
Information Research
Purchase
Post-purchase
Always consider an alternative
keenly research the market using social media
Different platforms prove valuable regarding market research such as Quora, Reddit, or Bing, etc. You can gather useful information by engaging with consumers on social media platforms. It serves as a positive brand image.
2. Designing your Landing Page corresponding to Performance Marketing
Designing a performance marketing needs a lot of focus. Unbounce features present every part of the performance marketing landing page matters. You have to tuck every anatomy while creating high-converting landing pages. You have to play with colours, fonts, CTA, marketing, and much more wisely. There are different tools for creating landing pages.
Play with colours
The application of color psychology varies for each individual, as our perceptions and experiences with color differ greatly across the world. Studies indicate that consumers are inclined towards familiar brands, making consistency in your color scheme, aligned with your logo, an effective strategy for enhancing brand recognition and familiarity among customers.
Design a landing page that brings conversions
Landing pages that bring conversions have a clear offer and clear message. Landing pages that add extra stuff won’t be able to attract the audience. Visitors need exact material so they pick the exact page.
3. Key points of converting landing pages in accordance to performance marketing
Headline
The foremost and vital element that should be clear, concise, and bold is the headline. The headline should be catchy, valuable, and lead to conversions.
50% of the conversions are made by readers who just read headlines. That’s why headlines should create urgency and act as a magnet to complete a particular task.
Approximately 59% of social shares come from people who only read the headline. It’s crucial to ensure your headline accurately reflects the value proposition and content of your landing page to maintain user engagement and encourage conversion.
Supporting Headlines
Supporting headlines provide context to the main heading. The subheadline complements the headline by offering further persuasive details. Meanwhile, the offer description clarifies what the visitor stands to gain upon completing the form.
Visual Focus
Visual elements like images or videos provide a tangible representation of the offer, while proof elements enhance credibility. The form serves as the platform where visitors provide their information, effectively transitioning them into leads.
Call-to-Action
Shoppers are unlikely to take action if your call-to-action (CTA) isn’t clear or compelling enough to click on. It’s essential to understand what makes a good landing page CTA and to observe how top brands encourage clicks. By crafting concise, action-oriented CTAs that clearly communicate the value proposition and incentivize engagement, you can effectively drive user interaction and conversions on your landing pages.
4. Strategies for A/B Testing and Optimization for Performance Marketing
A common practice in website optimization, A/B testing entails segmenting your website traffic into multiple variations of a page to ascertain which version yields superior performance.
A/B testing is a method where two versions (A and B) of something are compared, typically by showing them to different groups simultaneously, to determine which one performs better. It involves collecting data on user behavior, identifying areas for improvement, implementing changes in one version, and then testing to see if those changes lead to better outcomes compared to the original version
Importance of A/B Testing in Performance Marketing
A fundamental aspect of conducting an A/B test comprises several key elements. These include the variants, representing the two versions of the page under comparison; the champion, denoting the original page; and the challenger, signifying the modified page being evaluated against the original.
5. Integrating Landing Pages with Performance Marketing Campaigns
In performance marketing campaigns, landing pages are meticulously crafted for marketing or advertising endeavors, aiming for high specificity and personalization to enhance conversion rates and minimize customer acquisition expenses.
Aligning Landing Pages with Campaign Objectives
Aligning landing page with campaign objectives is crucial.
Performance Marketing Software empowers advertisers and brands to establish multiple landing pages concurrently when crafting campaigns.
Tracking and Measuring Performance Metrics
Landing pages allow marketers to track the performance of their performance marketing campaigns. This plays a crucial part to enhance the performance marketing campaign success. Marketers can change the campaign if it’s not worthy and exchange it with new one by making few changes or creating a new one.
6. Ways to Add Multiple Landing Pages in Performance Marketing?
- Title: Your landing page headline serves as your opening statement, the initial impression you make on your visitors. A cleverly crafted headline captivates users, encouraging them to explore further, while a misleading one may cause them to lose interest and navigate away. It’s crucial to ensure your headline accurately reflects the value proposition and content of your landing page to maintain user engagement and encourage conversion
- Preview URL: It contains titles, descriptions as well as images. You can create a strong preview link by adding useful content. It allows consumers to make more mindful decisions.
- Destination URL: It is also known as the target URL. The destination URL refers to the specific web address to which a user is redirected when they click on a link. It serves as the ultimate landing page where the user is taken after clicking on a hyperlink.
You can add multiple landing pages in performance marketing in these ways.
- To include a landing page, navigate to the specific Campaign >
- Settings > Landing page section. Click on ‘Add New’ to create a new landing page and input the required details:
- Title, preview URL, and destination URL play there roles for landing page creation.
- Type: Choose between Landing page and Pre-landing page.
- Status: Set the status as Active or Pause for the Landing pages.
- Specific Pubs: Include or exclude specific publishers for the landing page.
- Targeting Rule: Define rules based on country, region, city, and ISP.
Rule Value: Input the country, region, city, and ISP names.
8.Enable Time Targeting: Set a different timezone and apply it to the target.
Description: Add any notes for internal reference.
If you require assistance with adding multiple landing pages to your performance marketing campaign, feel free to reach out to your dedicated Customer Success Manager for support.”
Conclusion:
Let’s debunk a myth that multiple landing cann’t ne added? You can add multiple landing pages in your performance marketing campaign.Performance marketing landing pages cann’t be created without a diverse research.You have to perfrom a diverse marketing research,play with colours, and intergate landing pages with perfromance marketing campaigns.
Landing pages with clear CTA bring 20.8% more conversions that previous years.For every second of page-load time, marketers experience a decrease in conversion rates by 4.42%.Hence, performance marketing landing pages should have smooth loading time.
Do you want to create a landing page that bring conversions and captivate your reader from the beginning.Our experts creative writers and designers at Zam Zam World is a best solution to all your headaches.
