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  • Bryan Fittin

Are You Using Landing Pages Wrong?





Summary

In this week’s episode of Rogue Creators, Brad Alexander makes his third appearance on the show! Bryan, Loren, and Brad sit down to discuss the hot trend that is landing pages. What is the purpose of a landing page? What makes for a quality landing page? Should we include video on our landing page? What’s the difference between a landing page and a website? Tune in to this episode to have all of your questions answered!

Shownotes

(1:48) Introducing Brad

(2:54) What are you obsessed with?

(8:47) What is the purpose of a landing page?

(12:54) Split testing and utilizing video

(18:25) What needs to go on a landing page?

(22:33) Landing pages vs websites

(26:08) Tools and advice for building a landing page

(33:06) Wrap up

(34:55) Rapid Fire


Links

Bryan Fittin

Loren Lewis

Brad Alexander

Clarity Always Wins

Quotes

“So a landing page, the purpose of it is to be very crisp, clean, simple, and it’s goal is to convert somebody to something very, very, very specific.” (9:50)


“[A landing page] is an external sales tool that you pump a lot of money in to get in front of a lot of people that are very targeted, that are a targeted audience.” (10:41)


“If you’re trying to use a landing page to compensate for nobody ever taking action on your website...then it’s probably a website problem, not a landing page problem.” (23:04)

Are You Using Landing Pages Wrong?


A hot trend in digital marketing right now is utilizing landing pages in your marketing and advertising strategy, and it’s not just a fad - it gets results! Are you interested in landing pages, but you don’t know where to start or how to maximize their efficiency? Brad Alexander joined the Rogue Creators Podcast this week to talk about all things landing pages. Here’s what you need to know!


What’s a landing page?

A landing page is a free-standing web page used in marketing strategies to accomplish a specific goal. A useful landing page is clean and straightforward, and it has a singular focus. Rather than being widely available, it is directed at a remarkably targeted audience. Typically, users are directed to landing pages through a link in an email or by clicking on an advertisement on a social media platform or another website.


[A landing page] is an external sales tool that you pump a lot of money in to get in front of a lot of people that are very targeted, that are a targeted audience.” (10:41)


Is a landing page the same thing as my website?

No! Your website is designed to do several different things, while a landing page has a singular purpose. Your website’s goal is to provide information about your business and products, make sales, answer questions, and much more. Your landing page is focused on helping people complete a single action, whether it is buying a single product, signing up for an event, filling out a survey, or completing another specific task.


So a landing page, the purpose of it is to be very crisp, clean, simple, and it’s goal is to convert somebody to something very, very, very specific.” (9:50)


What should go on a landing page?

A landing page should be clear and straightforward. Typically, an impressive landing page contains a headline that precisely points out the problem you are solving or the benefit of whatever your landing page is promoting. It will also include a value stack - or a few brief statements that outline the value of the thing you are promoting. The last essential item to a landing page is the form that the user is supposed to fill out and a button to submit the form. Now, you do not want the button to say “submit” or “finish.” Instead, make it a call to action that reminds them why they are filling out the form. If they are there to download a PDF, try something like “download now.” If they are signing up for an event, make it “sign up!”


While there are only a few mandatory elements for a successful landing page, there are a couple of optional components. Video can be extremely beneficial on a landing page, as it allows the user to put a face to your brand. Be careful not to make your video too long. Instead, aim for 60-90 seconds to keep your audience engaged. Reviews and testimonials are also beneficial, as they can be vital in showing a user that your product provides value.


How do I know if my landing page is effective?

If you are not familiar with landing pages, keep your expectations low when you start looking into your landing page’s analytics. If you expect half of the people who visit your page to purchase your product or sign up for your event, you will be sorely disappointed. The industry average conversion rate sits around 2.3%. An example of an impressive conversion rate is anything above 5%. If your landing page’s conversion rate is hovering around 1%, you’ll know that you need to make some changes to your strategy.


While the average conversion rate might seem low, it does not indicate that landing pages are an ineffective strategy. It is quite the opposite. Remember that most customers don’t make a purchase the first time they visit your website or landing page. Most buyers make their purchase after being familiar with your business for six months to a year. While landing pages promote your product or event, they also offer potential customers an opportunity to begin their journey of knowing, liking, and trusting your brand.


Are you interested in starting your know, like, and trust journey? Click here.