The Importance of a Landing Page to Increasing Conversions

A landing page is an important aspect of your marketing campaign. It works for the purpose of turning traffic into conversions. Whether your landing page is used for webinar registration, asset download, or simple progressive profiling, generating and converting traffic can be accomplished at a faster rate with a landing page.

According to, 68% of marketers use landing pages to garner new sales leads for future conversion, while 48% of marketers build a new landing page for each campaign. Best-in-Class marketers often create multiple landing pages in order to target different audience segments in order to deliver personalized offers. If you’re using a landing page as part of a PPC campaign, you’re wasting money if you’re not directing the prospect to a landing page. To see real conversions, you should be using landing pages for each offer.

Not so long ago, creating a landing page was an expensive endeavor. Design teams had to come into the picture, IT teams had to create the forms and writers had to create copy to sell the product. But the right tools like a Marketing Automation platform (MAP), today enables marketers to cut costs significantly by using ready-made templates and fully configurable forms.

When working with landing pages for lead generation, it’s the opportune time to get something extra from the prospect. You can collect data such as an email address or a sign up for a newsletter. Ensuring that there is a good balance between asking enough customer data for your needs, and a quick and easy fill-out process for your audiences is a key art to conversion. And that comes easy when you use testing to figure out whether to use a short form landing page and a long one.

Let’s discuss testing further.

When it comes to refining a landing page, you have to test, test, and test again. Testing enables you to try different formatting in order to see which format appeals to your audiences more. A/B testing is what makes a landing page effective. You have to test out your content and design. Whatever element exists on your landing page, it must be tested and proven to work.

Increasing pay-per-click conversions

Landing pages are used with pay-per-click platforms like Google Adwords, LinkedIn, Facebook and more. Creating landing pages that convert click-throughs into leads means again – testing, testing, and more testing in order to increase conversions at a lower cost-per-click. You should be sending PPC traffic to a landing page as much as possible in order to convert visitors into leads.

By optimizing your landing pages for more conversions, you can achieve better ROI. How are your landing pages doing? Are they getting the job done when it comes to lead generation?