Do you have the right number of landing pages for your campaigns? Or is your business among the many that are missing out on opportunities?
How many landing pages do you need? Ideally, marketers should aim for one post-click landing page for every unique audience. Personalized landing pages are the secret to digital advertising success. To achieve relevance at a personal level, you need multiple landing pages.
It’s challenging to get people to your website, so they need to land on a page that swiftly carries them to conversion when you do. If the user lands on a generic or irrelevant page, they either have to do more work to find appropriate content or they simply bounce. More than 96% of visitors will bounce rather than hunt for relevant information on your website. Landing page experiences need to cater to your audiences’ unique interests, pain points, and needs. Don’t waste your ad spend driving traffic to landing pages that won’t convert.
Results show that hyper-segmented landing pages increase conversion rates and boost ROAS. Read on to learn why having too few landing pages could be a costly marketing mistake.
What is a landing page?
A landing page is the first place a visitor sees when they come to your website. Whenever you set up a digital marketing campaign, it should steer visitors to one unique post-click landing page, built for a particular audience and conversion objective.
Linking to your homepage or contact page is a mistake because you haven’t designed these pages specifically for your campaign’s objective. Homepages cater to several products and audiences; they aim to direct users to other parts of your website. Landing pages are far more specific; their goal is on-the-spot visitor conversion. As any marketer knows, converting a visitor is a lot more of a challenge than merely informing them.
Can you have too many landing pages?
It’s natural to wonder if you’ve got too many landing pages or if your workflow would be more straightforward by creating only one or two. Less can often be more—but not with landing pages. The more landing pages you have, the better! Every landing page is an opportunity to convert visitors. PPC ads often direct visitors to landing pages, but you should also be using specific landing pages for all your marketing channels, including email, social, organic, or referral. Creating more landing pages may seem like more work upfront, but they drive efficiencies by converting customers at higher rates.
Why you need more landing pages than you think
Successful marketing campaigns need more landing pages. Different channels require unique landing pages because they cater to varying stages of the marketing funnel. A visitor who comes to your site from an email is in a separate stage of their journey and already knows far more about your business than someone who has only seen a 30-character Google Ad. These channels need distinct landing page designs that cater to their audience and provide the audience relevant information for their stage in the customer journey.
But it’s not enough to create a landing page for each marketing channel; you’ll also need landing pages for every distinct ad within each campaign. You’ll then want to refine the target audience, creating landing pages that cater to your target customer segments. When you drill down into your consumer data, you’ll find many other variables, such as location, purchasing history, demographics, psychographics, online behavior, and search intent. You should also consider whether users view your landing page on desktop or mobile and how that will impact your design and messaging. All these variables create a need for many landing pages. Depending on the number of ads you’re running, you might need hundreds or thousands of landing pages.
Modern-day marketers can, and should, rely on data to create campaigns with deeper personalization. Studies show 71% of people now prefer to receive personalized ads tailored to their interests. Users have shorter attention spans and higher expectations, so relevant campaigns need to meet expectations by providing hyper-relevant content for the target audience. Personalization needs to start at your ad and carry through to your landing pages. A personalized ad that leads to a generic landing page creates a disjointed experience, which is why “message match” or 1:1 personalization is so crucial.
Imagine a real estate company that directed everyone interested in buying a house to the same landing page. To run a successful campaign, that real estate business would need to segment—at a minimum—by city location. In the example below, a search for ”houses to buy” brings up four Google ads, yet only one advertiser, Redfin, has correctly targeted the ad by location. On click-through, there’s a custom, predefined search page for Los Angeles. The other ads all require several clicks deep into their sites before a user gets relevant information.
For any national campaign, segmenting for location alone will require dozens, if not thousands, of landing pages. But consider in this example all the other variables among homebuyers. What’s the user’s likely buying range based on income? Are they a first-time homebuyer or a retiree looking to downsize? Are they married, middle-aged, looking for a family home, or a single young professional looking at a one-bedroom studio? These specific customer types need hyper-segmented landing pages.
Today’s web visitor expects a hyper-relevant post-click experience. Personalization, or as close to it as you can get, lets you provide visitors with the most relevant information. Relevance increases conversion rates and boosts ROAS, so marketers should aim for one post-click landing page for every unique audience.
Barriers to creating more landing pages manually
Scaling hyper-segmented landing pages is challenging because you need as many pages as you have referring ads. Designing one effective landing page is time-consuming enough, so the sheer number of personalized landing pages you need is naturally overwhelming. Manually creating personalized landing page experiences is not possible for many businesses. Trying to manually scale your landing page production often wastes resources and produces lackluster results. Yet, if you limit yourself to only a few landing pages, your conversion rates and ROAS will suffer.
How to scale your landing pages
Post-Click Automation (PCA) allows you to scale and personalize your landing pages. Postclick’s PCA automatically creates and optimizes personalized post-click landing pages for each of your audience segments. PCA automates the process by taking over ad mapping, landing page creation, personalization, and optimization. Automation helps decrease the time spent on landing page production to be more agile and launch campaigns faster. Prioritization and personalization are essential when implementing your hyper-segmentation strategy. To get started, focus on seeking out the best buyers for your product or service. Create landing pages for those high-priority users, then automate the landing page creation process so you can scale and adapt to different customer segments.
We want to offer you a complimentary analysis of your ad campaigns to analyze your post-click health. We compare your site against industry and competitive benchmarks and identify the most comprehensive opportunities to increase your ROAS. Our team will share insights on how to improve your conversion rates through post-click automation and get you set up to scale landing page production with success. Request your analysis here.