You’ve read up on all the traffic generation tactics and optimized your site to rank high on major search engines.
You begin to see great results with hundreds of new visitors coming to your site everyday. You are excited until you see two key site statistics that burst your bubble. They are:
1. High bounce rate — is the percentage of single-page visits or visits in which the person left your site from the entry page. A high bounce rate generally indicates that site entrance pages aren't relevant to your visitors.
2. Low conversion rate — is the percent of site visitors who take a desired and measurable action. For example, fill out a form to download a white paper, register for a webinar, submit an order etc.
The above two web analytics are not mere statistics for your webmaster. They have a direct impact on your bottom line.
Why? Hordes of traffic that convert poorly are useless for generating qualified leads that convert well into paying customers.
What’s the solution? Let’s look at the bounce rate first. The primary reason for high bounce rates is a strong disconnect between the visitor’s intent for coming to your site and the purpose of the page where they land.
That’s why your Home page may not always be the best entry point. A Home page is great for attracting prospects at the top of the sales funnel that may have found your site using generic search terms and are just looking for information on companies in your market. For example, the search term “industrial valves” yields 238,000 pages in Google.
You do want your Home page to rank high here if your intent is to increase awareness about your company and its industrial valve line. However, about all you can expect here is the visitor bookmarking your site for future visits.
On the other hand, if your goal is to attract qualified traffic for “safety relief valves” and your visitors land on the home page that has very little information relevant to their search, you will get a quick exit.
What’s the solution? Create landing pages that are specific to the visitor’s intent. Drive traffic to these landing pages and your bounce rates will decline and conversion rate will climb.
The only purpose of a landing page is to persuade visitors to take a specific action. A good analogy is to think of a landing page as the putting green on a golf course. Once you get there, your only objective is to put the ball in the hole.
Any page on your website can become a landing page as long as you follow these three principles:
Creating high converting landing pages
Here are the steps you should take for creating optimized landing pages that convert well:
The copy and design of your landing page should put the focus on grabbing the visitor’s attention, fulfilling their self-interest, heighten their desire to do business with you and motivate them to take action now.
One of the best landing pages (actually targeting several different audiences, all rolled into one) that I’ve seen is for Cisco Eos software platform. It was developed to help media and entertainment companies create and maintain content-rich, community-driven web experiences. It is a great way to combine storytelling with product demonstration tailored to a specific target audience. It is definitely worth a visit.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.