The key to successful marketing often lies in agility and focus. For your next big product or service campaign, should you overhaul your entire website or is there a more streamlined approach?
It can depend on your goals. Do you want to generate qualified leads? Or have an aesthetic presence that resonates with visitors?
Let’s explore what a landing page is, and how it can help your conversion, cost-effectiveness, speed to market, scalability and flexibility.
Defining a Landing Page
A landing page is like the sharpshooter of your marketing arsenal – precise, focused, and effective. Unlike a full website rebuild, which is akin to renovating a skyscraper, creating a landing page is more like setting up a specialised pop-up shop. It’s a single web page designed with one goal in mind – to drive your campaign’s message home and convince your target audience to carry out a specific conversion event.
Improved Conversion Rates
The average conversion rate for a landing page is 9.7%¹, whereas the average conversion rate for a website is between 2.2% – 4.3%². Here, every word and image is carefully chosen to resonate with your audience, guiding them effortlessly towards that all-important call to action.
Cost-Effectiveness & Speed to Market
Think of a website rebuild as a major home renovation – costly, time-consuming, and extensive. In contrast, crafting a landing page is more like redecorating a single room.
A typical enterprise website rebuild takes 15 to 40 weeks³ and costs between $10,000 and $30,000⁴.
In contrast, a new landing page, due to its smaller scope and focused content is not just cheaper, $2,500 – $3,200⁵, but also quicker to launch within 2 to 4 weeks⁶.
Scalability and Flexibility
One of the beauties of a landing page is its adaptability. Imagine being able to tailor your message for different audiences with just a few tweaks, or testing various marketing strategies without overhauling your entire site. Landing pages allow you to do just that. One HubSpot study found that companies that test between 10 to 15 landing pages, see a 55% increase in leads⁷. They are incredibly versatile, enabling you to replicate and adjust them for different campaigns and audience segments swiftly.
Conclusion
In conclusion, when it comes to launching new marketing campaigns, a landing page is often the smarter choice. It’s cost-effective, quick to implement, and incredibly flexible – perfect for testing new ideas and perspectives in the ever-evolving digital marketplace. That’s why 48% of marketers use landing pages¹, and so should you!
References
¹ Taboola | https://blog.taboola.com/best-landing-page-statistics/
² Geckoboard | https://www.geckoboard.com/best-practice/kpi-examples/website-conversion-rate/
³ Website Builder Expert | https://www.hostinger.in/tutorials/how-long-it-takes-to-create-website
⁴ WebFX | https://www.webfx.com/web-design/pricing/website-costs/
⁵ WebFX | https://www.webfx.com/ppc/pricing/landing-page-design/
⁶ TruVisibility | https://www.truvisibility.com/blog/how-long-does-it-take-to-build-a-landing-page/
⁷ HubSpot | https://blog.hubspot.com/marketing/7-landing-page-design-tips
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