A key part of many marketing campaigns is the landing page. You use landing pages for events, PPC ads, banner ads, and email offers. It’s imperative that you optimize landing pages to ensure that you are getting your message across and that conversion rates are high. Especially in paid advertising like Google Adwords and banners, a proper landing page is directly related to your ROI.

Here are our top 5 tips to optimize your landing pages in order to draw your prospect in!

1) Don’t direct to your website.

This is particularly important for paid search and advertising. A common mistake for marketers is to direct to the website because, at the end of the day, the website is where you want your prospects to end up. However, website directs are difficult to track, you can’t collect contact information, and the pages might not be specific enough to speak to your ads. A much better practice is to make sure you are always directing traffic to a highly customized landing page.

2) Always use targeted landing pages.

It is important that each of your ads correspond to a segmented landing page for your target audience. You spend time to guarantee that each of your ads speak to a specific persona, so make sure that your landing pages also speak to your audience, since the reason they clicked on your ad in the first place is because the ad spoke to a pain point that they were experiencing. Your copy should be highly focused and targeted--your message must always match the promise of your ad.

3) A/B test landing pages.

You should try and test each landing page so you have a clear idea what motivates your customers. Test subject lines, copy, length of copy, call to action, design, and layout. By doing this you can learn directly from each landing page iteration in order to improve targeting. Plus, you can take your learnings from your A/B landing page testing and apply them to other marketing tactics.

4) Fewer form fields.

You know you need to get important information from the leads that are downloading your content via landing pages, but make sure you are only asking for the most pertinent information that you need for tracking and follow-up purposes. Studies have consistently shown that the fewer fields you have on your form, the higher the conversion rate! Really spend some time to think about must haves vs. nice to haves.

5) Keep important copy above the fold.

The fold is the part of the page that appears before you have to begin scrolling. By keeping your most crucial copy (if not all of your copy) above the fold, your prospects will see all of the important information up front without scrolling.

Landing pages are tough and you have to keep optimizing them to improve conversion rates. Try adding in some additional content such as videos or infographics to liven them up!

At Bluewolf, we recently launched our Bluewolf Beyond for Marketing Automation post-go live solution that can enable you to have an on-demand team of experts that will help you innovate on your marketing strategy for one low, easy-to-handle monthly plan. Bluewolf Beyond will partner with your team as trusted advisors to help your marketing department fully utilize their capabilities to create faster, more efficient campaigns.