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How to Determine if Your Landing Pages are Effective

Posted by Celeste Aslanyants on Thursday, August 28, 2014

Topics: Inbound Marketing

determine-if-landing-pages-effectiveLanding pages are one of the online tools that are absolutely essential for bringing in new qualified leads for your business. When done correctly, there is no better place to drive your online traffic than a well thought out landing page. Since these pages have so much potential, it’s important to ensure that they are doing their job. Take a look at the tips below to find out if your landing pages are effective.

First of all, let’s be clear on exactly what a landing page is. By definition, a landing page is a website page where traffic is sent to promote a certain action or result. If you have a content offer that you are promoting through various channels, such as social media, email, and your blog, then the landing page is where you would send everyone to collect on the offer. 

A good landing page will be pleasant to view and easy to navigate, will include a detailed description of the offer, and a capture form where viewers will leave whatever information you have required of them (name and email are most common). In exchange for this information, they will receive their free content. There are many parts that go into a successful landing page, and one could spend all day trying to determine the best approach. This article from 1st Web Designer goes into extreme detail and is a great resource when you set out to design a landing page.

One of the most important pieces of getting potential customers to your landing page, is a clear cut call-to-action. Without a CTA, you could potentially miss out on a number of people visiting your landing page. If you need some help coming up with a great CTA, check out the article 7 Tips for Effective Calls to Action from HubSpot.

When it comes down to it, there is a very simple way to find out if your landing pages are effective. All you need to know is, did the visitor fill out your capture form? If the answer the majority of the time is yes, then perfect! Obviously your page has been set up correctly and is doing its job. However, if the majority of visitors to your landing page don’t follow through by leaving their info, then your page is lacking some major component. If this is the case, do a thorough review of your page. Ask others for their opinions on what works and what doesn’t, and make any changes that you believe would make a difference.

A great landing page will return an incredible amount of qualified leads for your business, so it’s well worth the time and effort it will take to ensure that your page is the best it can be. To read more on this topic, download our free eBook "How Inbound Marketing Drives Real Results".

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