Why You (Everyone, Really) Should Be Using Landing Pages

If you’re advertising online and spending money on targeted traffic, you can likely improve your conversion rates by sending that traffic to customized landing pages.

While your main website may be optimized and tuned for handling your ad traffic and putting visitors into your sales funnel, it’s still worth testing some landing pages to compare your conversion rates.

A few reasons why we like using landing pages:

  • Fewer distractions on one page compared to your main website.
  • Can customize the look, feel, and content based on the ad audience.
  • Clear and concise offer / call-to-action within just one click.
  • Easier to do A/B testing.

One of the key advantages to using landing pages is being able to cater to the audience that you’re targeting. For example, if you’re targeting young couples buying their first home, your landing page for that ad should feature pictures and content that are relevant to this audience. Your homepage that you typically send traffic to may not exactly cater to this audience, which may increase your bounce rate.

Here are a couple examples of how your landing pages should match your ads:

Save up to $150 on our new 2017 Laptops Ad sends user to homepage with no mention of “saving $150 on a new laptop”.
$100 off Your First Family Photography Session Page references saving $100 on your first session, features pictures of families (not irrelevant photos)
Open a checking account, get $200! Page highlights the new checking account offer, and doesn’t go to your homepage that doesn’t reference this offer.

Landing pages have become increasingly popular in the last 2-3 years. Interestingly enough, we’ve seen ad networks like Facebook essentially bake this functionality into their ad builder with Facebook Canvas. This tool allows you to design a landing page which loads when a user clicks on your ad.

Examples of great landing pages:

1. LendingTree

One of the reasons we love this landing page is due to it’s “quiz style” lead form. This is becoming very popular, especially in the finance industry. It’s proven that shorter forms convert higher, so placing them into a quiz style form is even better. While a user fills out this type of form, you can collect their data along the way and save it. This way, if the user gets to a question and leaves the form, you may have already collected their name and email.

2. Uber

  • Clear and concise headline. You instantly have an idea of what this landing page is offering.
  • Sign up form is prominent and not busy.
  • No primary navigation to drive users away from this page.

3. Esurance

This is a great example of how changing something as simple as the background image could improve conversion rates. If your ad audience is targeting young couples, a picture of a young couple with a car could be a great background image that is relevant to your audience.

  • Prominent headline that answers the user asking “I want to…”
  • Two ways to “get started”, phone number or continue online.

4. Discover

Discover really got their landing page design right on this one. They have a clear call-to-action, clean design and more:

  • Comprehensive comparison table
  • Their main offer “Earn cash back while we match it for a year” is prominent and clear.
  • No primary navigation to drive traffic away from this page.

Ready to build a landing page?

We’ve put together a list of tools so you can get started.

Unbounce

Instapage

LeadPages

OptimizePress

Free trial
Price (billed monthly) $99/mo $76/mo $37/mo $97 for annual license
Starting templates
CMS Plugins (Only available as a WordPress plugin)
Our favorite

Each landing page service has a different selection of templates, so we recommend browsing their websites to get an idea of what will work best for you. With LeadPages starting at just $37/mo (even less if you prepay annually), it’s a great starting point.

tl;dr: Landing pages can improve your conversion rate by serving customized content and an experience tailored to your targeted audience. By sending ad traffic to a page with fewer distracting navigation elements and a prominent call to action, users are more likely to fill out a form or take an action.