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How to Drastically Improve Your ROI

Dave Linabury

By Dave Linabury | March 2017

2017 is fully underway, and it hasn’t disappointed when it comes to peculiar questions being asked. Just start typing a query into Google, and you’ll see. Are Unicorns real? Is Twitter dead? Will landing pages improve my ROI?

Sadly, the only one we know is within our reach is the last one. So let’s get started.

The simple answer: yes, yes they will.

But, let’s start from the beginning, shall we?

WHAT IS A LANDING PAGE?

A landing page is a type of web page, but not all web page are landing pages.

A web page is any page on the web on which you might land. Your homepage is a web page. An about page is a web page. Even your contact page is a web page.

A landing page: is a page that only exists to capture a visitor’s information through a form.

The key phrase in that sentence is “only to capture a visitor’s information.” In order to guarantee that you achieve this goal, you want to make the page as simple as possible.

Instead of having a full navigational bar, only have a phone number visitors can click to call at the top. Thinking about going into great detail about your product? Don’t. Instead, bullet point the main things someone needs to know. While it may be tempting to ask for someone’s name, number, birthday, favorite ice cream flavor, etc., it is better to keep your contact form short. If you can get by with asking for their name and email, stick with that. Finally, make sure your call to actions are clear and captivating. Send or Submit aren’t going to cut it.

Still feel a little befuddled? No worries. These visual should help clear up the remain confusing.

LANDING PAGE vs. WEB PAGES

Ok, now that everyone is on the same page (yes, pun intended), back to the initial question. Will landing pages improve your ROI?

Not only will they, landing pages may be the main way you can drastically improve yourimage of a landing page and two webpages for blog postROI. How? They target a specific audience, offer them an incentive they can’t resist, and consequently get them to give you their information in exchange for it. Boom. A new lead just landed in your lap.

Also, because these visitors were targeted based on their potential interest, you are much more likely to convert a higher percentage of them into leads.

The best news of all? When it comes to web development and design, landing pages are low on the totem pole of time-consuming and painful. Landing pages are relatively simple to produce, and testing different versions is easy.

BUT WHY A LANDING PAGE?

Still, need convincing? Well, think of it this way – a standard page presents a visitor with a lot of options, sometimes as many as a 100 different paths that they could potentially go down. And we all know what happens when we are presented with too many options. We tend to leave.

To make sure that this doesn’t happen, we use landing pages to send our visitor down a very specific path. Now only faced with a couple of options, either fill out the form or leave, they are much more likely to do what you want. If the incentive is right, the person will choose to give you their information then leave without their reward.

Now ask yourself why you would set yourself up for failure 100 different way when there is a better alternative?

HOW TO MAKE YOUR LANDING PAGE COUNT:

Now that you understand the amazing potential landing pages have let’s review a few key aspects of a rockin’ landing page.

  • Keep the navigation simple: keep it simple, a click to call phone number or email should suffice
  • Deliver true value: ask yourself if there is an offer that is compelling to your audience? If so make sure your landing page is doing that
  • Make sure they can share the page: take advantage of your audience and
  • Keep it short: your page content, your landing page, everything needs to be concise
  • Create an effective call to action: While it may only be one to two words long make sure they count
  • Test, test, test: the only way your going to land on the magic formula is by testing the heck out of your page

TL;DR

  1. This post is less than 1,000 words, so you really should just read the whole thing
  2. A landing page exists to capture a visitor’s information via a form
  3. Make sure you’re offering your target audience something they will value
  4. Keep it all short
  5. Test, test, and test again

Still, have questions? Contact Element5 today and we’d be more than happy to answer your questions and even build you an awesome landing page.

Dave Linabury

Written by

Dave Linabury

Dave has over 20 years of experience in strategy, branding and user experience. He excels at ensuring our clients’ marketing aligns with their business goals.

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