You spend valuable time and resources to create compelling and relevant emails or social posts that expertly target to your audience. Your contacts see your message and eagerly click on your call to action. Now what?
What is a landing page conversion rate?
Most marketers understand that a great email or social campaign is only one piece of the puzzle to generating and nurturing leads. Read on to understand why landing pages are needed in your marketing efforts and find out what landing page conversion rate you should be aiming for in your campaigns.
Landing pages are a necessity for email marketing
Without landing pages, your email marketing campaigns will fall flat. If you think of your marketing efforts like fishing, your email content is like your bait. If you just throw it out there, your fish will simply take it and swim away. You need something that goes along with the bait to hook your contacts and reel them in.
Landing pages help compliment your email marketing by offering a focused destination and message for your email clients after they’ve clicked to learn more. These pages will provide the information your audience expects to see along with another call to action to continue further along their customer journey.
Landing pages can also be the entry point for new contacts. You can put forms on these pages to build up your email database and generate new leads.
How to measure landing page conversion rate
The goal of your landing page is the same as for other digital marketing efforts: You want people to convert. You’ll measure your landing page conversion rate similarly to how you’ll track the other metrics in your marketing campaign, and you can use your ESP dashboard to find the key analytics you’ll need to determine your success.
Your landing page conversion rate shows you the number of people who completed your call to action out of everyone who landed on your page. Keep in mind that this statistic can be influenced by a few factors, including your industry, where your contacts are in their customer journey, and the relevancy of the call to action.
The average landing page conversion rate across all industries is 2.35%.
Optimizing landing pages will help improve conversions
Just adding a landing page to your campaign isn’t enough to improve conversions. Like any aspect of digital marketing, there are ways you should be optimizing your page to maximize performance.
- Clear copy: Content should be clear and concise, with a compelling headline and a body that gets right to the point. Your message should be personalized and mirror the tone of the email or social post that brought your contacts to the page.
- Call to action: Buttons and forms should be prominent and obvious about what you want your contacts to do, what information you might need from them, and what they’ll get in return.
- Visual graphics: Include product images or other eye-catching visuals. Videos can help improve conversion rates by 80%.
Consider the following example of one of our landing pages:
Source: Campaign Monitor
Does it really matter?
Marketing email campaigns should not go live without appropriate landing pages as part of the strategy. Your landing pages should directly support your emails and continue the conversation where your emails left off.
Landing pages also offer something tangible for your audience and, at the same time, an opportunity for you to move them down the sales cycle. Whether it’s downloading a whitepaper, signing up for an email, or requesting a call from your team, these actions help increase engagement and move your leads closer to becoming qualified.
Now that you understand why you need landing pages and what type of conversions you should expect in your digital marketing campaigns, you can better optimize your strategies for improved performance. From here, you should notice your overall email campaign metrics improving, so you can focus on optimizing other aspects of your strategies.