TURNING CLICKS INTO CUSTOMERS: THE POWER OF LANDING PAGES | 116 & West
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1.24.25 | 3 minutes

TURNING CLICKS INTO CUSTOMERS: THE POWER OF LANDING PAGES

116 & West

Landing pages convert. It’s not just a hunch; it’s a fact. While a standard website page manages a modest 2.35% conversation rate, a landing page achieves an impressive 9.7% on average. That’s more than four times as effective, a compelling reason why we consistently recommend them for digital marketing and email campaigns.

 

WHAT EXACTLY IS A LANDING PAGE?

A landing page is a standalone web page that is created specifically for an advertising campaign to direct visitors toward completing the desired conversion action. Unlike other pages on a website, it doesn’t offer general information or guide visitors to additional content. Instead, a landing page serves as the designated marketing destination where visitors “land” after clicking on a link, typically from an advertisement on platforms like Google, YouTube, Facebook and Instagram.

 

 

WHY LANDING PAGES WIN

Single Focus
Think of a landing page as a product-focused sales pitch, while a website is the entire catalog. Landing pages are sleek and single-minded, designed to drive one conversion—whether it’s filling out a form or finalizing a transaction. By eliminating the distractions and detours of typical website pages, such as menus and a mix of other links, landing pages provide a clear path to convert visitors. The chart below showcases the striking relationship between the conversion rate and the number of links on the page. While the x-axis caps at 10, most web pages display dozens more, often embedded in menus, headers and footers.

 


Source: Unbounced

 

Testability
Landing pages also outshine websites thanks to their aptitude for testing and optimization. By A/B testing various headlines, visuals and calls to action, we can quickly identify which elements resonate best with your audience. While websites are often complex and cumbersome to test, landing pages provide a much more efficient and effective way to fine-tune your messaging and design.

 

REAL-WORLD RESULTS

With testing and optimization, landing pages surpass their website counterparts by an even greater margin than previously mentioned. In our campaigns, optimized landing pages increased conversion rates by eight times on average.

This impact is evident across industries. Ten years ago, a real estate client of our agency experienced an eightfold increase. Five years ago, a non-profit client achieved a fivefold, and more recently, a manufacturing client observed improvements between six and tenfold on targeted campaigns.

However, these enhancements don’t appear overnight. Landing page optimization requires time to test and tweak, but the moment it hits its stride, the value becomes unmistakable.

 

ENHANCING EFFECTIVENESS

While landing pages are inherently constructed to convert, a few small adjustments and additions can fulfill their full potential.

  • Shorter forms decrease the chance a visitor will abandon the page by reducing the number of unnecessary fields, which keeps the path to conversion clear and uncomplicated, enhancing overall engagement.
  • Social proof, like reviews or testimonials, builds trust and reassures visitors. Such authentic endorsements provide prospective customers with the confidence to act on their interest, with research showing a 34% surge in conversions.
  • Personalized calls-to-action create a sense of connection by tapping directly into user intent. These tailored prompts have historically produced a 202% increase in conversion rates. CTAs perform exceptionally well on account-based marketing (ABM) landing pages.
  • Video content provides an engaging, eye-catching way to present your message, propelling conversions by up to 80%. It captures attention quickly, evoking emotions and encouraging action.

 

YOUR SUCCESS STARTS HERE

Dedicated landing pages are a key component of our clients’ success. Through targeted testing and ongoing optimization, we continuously convert clicks into customers; and as your creative ad agency, we know how to make them work for you. Contact us today to get started. We’re happy to meet either in person in Boise, Spokane, or Eugene, or virtually via Zoom.