Landing Pages: How They Can Help You and Your Partners
Did You Know? The average landing page conversion rate across industries is 2.35%, with the top 25% converting at 5.31% or higher. (WordStream)
While each landing page of a website is important, it’s time to think beyond your standard web pages. Creating extra landing pages that house specific products or information can be extremely beneficial. This can be done by adding a blog to your site or a section that is strictly content driven with lookbooks, style guides, infographics, etc. These extra pages allow you more opportunities to get eyes on your brand and products, leading to more conversions.
Companies with 10 to 15 landing pages increase leads by 55%. Companies with 40 or more landing pages get 12X more leads than those with five or less. (Hubspot)
Increase your leads and possible conversions by creating affiliate-friendly landing pages. These pages are amazing for affiliate marketing and can consist of a specific category focus, holiday focus, trends, etc. A specific landing page like this offers inspiration to your partners and makes it easier for them to create posts to drive referrals. With all the products and offerings available in one place, getting their audience to click through to your site is simple – no multiple clicks and searching once on your site for what they’re looking for.
The key players in the performance marketing world are the content partners. Just like their name suggests, they want, need, and create content. These partners are also some of the most sought-after influencers, therefore, they’ve got a full plate. By offering multiple content options you take some of the work out, increasing your chances of getting promoted.
An Affiliate Hub is another example of a landing page that can be valuable when managing your program to both you and your partners. Not only does it get more potential partners over to your site to learn more and sign-up, but it can also offer tips and inspiration to current partners to get them promoting your business even more and/or better.
To help, let’s discuss some best practices for getting the most out of your landing pages…
- Create landing pages for each new campaign to push your efforts further.
- Be Specific. Targeted landing pages that are contextually relevant keep viewers more engaged and are known to convert higher.
- Make sure that your landing pages are mobile-friendly. 52.2% of all website traffic worldwide was generated through mobile phones in 2018. (Aumcore)
- For offer related landing pages, keep it to one offer per page to keep your visitor focused.
- Add Video. Using videos on landing pages can increase conversions by 86%. (EyeView)
- Keep your landing pages consistent with your brand’s overall design and style.
- Reduce the load times on your landing page, otherwise, your visitor will leave quickly.
Besides best practices like the ones I just listed, landing page trends is another source to pay attention to. Landing pages should be relevant and up to date to keep interest and complete the conversion. Here are a few trends to consider…
- Static landing pages are the majority of what’s out there and some consumers are bouncing from “sale-sy” pages. Instead, consumers are looking for the best user experience and interactive landing pages are a great way to give them that higher-level experience. Try a small hover effect or loading animation to start off with.
- Make your CTA (call-to-action) button stand out. While still being consistent, your CTA should POP from the page and the rest of the messaging to get your visitor to notice it and, in turn, do what you would like them to.
- For design, a popular trend has been geometrics. This design element consists of grids, lines, and abstract shapes. Very techy, this modern and futuristic trend is best when used with warm colors and other welcoming design elements.
- Another popular design trend is the minimalist look. While also helpful with the page loading, this simple look consists of white space, clear copy for easy readability, fewer overall colors, and less clutter.
No matter what you choose to do for and/or with your landing pages, the key to success is to test, test, and then test some more. A simple way to gather helpful data is by A/B testing. This type of testing gives you quick insight into what your visitors prefer and like. Just don’t forget the headline. A headline is what captures your visitor and should be optimized with A/B testing as well.
60 percent of companies believe A/B testing is highly valuable for conversion rate optimization. (Invesp)
Besides your testing, another thing to keep in mind is updates. When your number of landing pages rises, they can easily fall through the cracks. For many businesses, the Marketing Department is a busy place with a lot of working parts. Keeping up with all the content out there can be tough. However, it is very important to stay on top of the landing pages out there. Especially with your partners creating evergreen content, you will want to make sure your available landing pages are updated with relevant design, products, and copy.
Now that you have all the information you need to jump-start your landing page game, be sure to get your partners involved when getting your marketing strategy updated to include more landing pages. Ask your top content partners what they think their audience would be interested in or if they have an idea that a landing page could benefit. These key players are here to help push your content, so they should be considered, and their insight could be helpful.
In the end, adding more landing pages to your site may sound like a lot more work, but it’s a lot of effort with the potential of great reward. It’s also two-fold since it benefits not only your own site but also benefits your partners. This teamwork can result in a big spike of leads and conversions that will make it all worth it.
Brainstorm today and start creating amazing content for a richer tomorrow.
Contact us for an affiliate program audit or consultation and find what your partners are needing.