You figured out how to get consumers to your website. Congrats. Now what are you going to do?

The art of digital marketing is reaching consumers without overloading them with information. We wrote about the user experience and the importance of easy and direct navigation to effectively engage consumers. Whether it’s through paid digital advertising (pay per click, display ads) or an organic post on social media sites like Facebook or Twitter, a call to action is only as good as the conversions it produces. The way you get a consumer to that point is critical.

Bringing consumers to a landing page is the most effective way to steer the conversation… and increase the conversions.

Your home page is not a good place to direct consumers you attracted to your site with a digital ad or organic posting. You are probably asking them to sort through too much information to find what they really want to know about. It’s too much work. Consumers found their way to your site because of something specific you said and a landing page keeps them on that track.
You need a landing page that is informative, offers specific information and includes a conversion point, such as a Request More Information form, to keep the sales process going forward without overwhelming a potential customer. And, remember, less is more.

In a case study by Imaginary Landscape, two types of contact forms were used on a website, one with 11 fields for consumers to fill out and one with four fields. The contact form with four fields showed an increase in submitted forms of 160 percent over the longer form. You want a name, an email address and, maybe a phone number and comment. Check out this landing page from a Facebook ad we created for Legacy Trust & Wills that produced solid numbers.

Conversions that lead to sales are the ultimate measurement of a good landing page; it also means better value when it comes to PPC. Marketing Experiments did a study showing the cost per action went down 33 percent when landing page copy was dramatically reduced. That also lowers the cost you pay per click.

We use comprehensive measures of tracking marketing strategies and value all the way to the end of the sales cycle. Of all the stats we factor in, here’s the one metric clients care the about the most:

More conversions = more sales. That’s the real value to clients.