Inbound Marketing and Landing pages start and end with measuring
Posted by Patrick Murphy on Wed, Feb 24, 2010
There seems to be a lot of talk these days about landing pages when people bring up Inbound Marketing and landing pages. If you are new to Inbound Marketing or landing pages, you could be wondering what these pages are. What sets them apart and makes them different from any other page on your site.
They are such an important part to your overall success and your Inbound Marketing Strategy.
A landing page is not what it is about but what it can do. Your landing pages should provide a customized sales pitch about your products or services for your visitors. The best thing about Inbound Marketing is we can consider where the person has come from (blog, social media or organic search), who they are and what are they looking for. By providing a good match between your landing page and your visitor, your chances of engaging with them increase, as should your conversion rate.
If you take to time create a well crafted landing page your conversion rates increase rather than simply sending people straight to your home page of your site. Think about it this way, rather than asking people find their own way around your site try to give your visitor exactly what they are looking for and you will have a more engaging audience. Try not to provide too many distractions in the form of links or navigation buttons, or you are likely to lose them before they read your entire message.
Once you have created your page, you need to monitor your conversion efficiency. Your landing page conversion efficiency is a measure of how your landing page converts visitors to achieve the outcome you expect from your landing page. What goes hand in hand with the conversion rate efficiency is the bounce rate. A Bounce rate is the percentage of the visitors that left your website straight away after landing on your site or landing page. A high bounce rate indicates that site or your landing is not relevant to your visitors. The more compelling your landing pages, the more visitors will stay on your site and convert.
Before you can consider what your landing page looks like, make sure that you can report on the performance of your page by looking at the bounce rate and conversion efficiency. So remember that Inbound Marketing and Landing pages should start and end with measurement. Over the next few blogs we will go further into landing pages and how to make the most of them.
Tomorrow we are running a webinar on "How to build your Brand with Social Media". Check out our landing page!