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Why You Need Landing Pages for Successful Web Marketing

author image Written by: Lia           Categories - SEO Tips

Help Direct Your Audience to What They’re Looking for and Boost Business with Increased Conversion Rates

You might be surprised to learn that a landing page is not the same as the home page for a website. A website normally has multiple web pages that visitors click through if they have the time and the desire to. But let’s face it, most visitors either don’t have the patience or time to scroll through pages looking for that one specific service they need. People want to scan a page, find what they’re looking for instantly, and if they can’t, they will probably go back to Google and find other search results. If you find that your website has low conversion rates, then it is clear that you are missing something in your web marketing strategy. That “something” is called a landing page. Landing pages are created to keep your target audience focused on a particular topic, service, or product. By saving visitors time searching through your entire website, you can keep them on track to seeking a specific service by directing them to a landing page. This page will have relevant information about the service or topic they’re searching for, and if done well, the landing page will successfully drive and convert traffic. A landing page should only have one topic, and the information should be easy to read and scan through.

Offer the Audience Value

give me more knowledge
A successful landing page will give your audience the information they are looking for. To use a dental clinic as an example: the clinic’s target audience is searching for a specific dental treatment—let’s say teeth whitening. Either through clicking on a PPC ad or a link from another result, the audience then lands on a page with information about teeth whitening services offered at the dental clinic. Compared to dental clinics who only use homepages to direct their traffic, those who use landing pages —providing audiences with specific information about services or products they want or need—tend to have a much higher return on investment on their web marketing dollars and a greater conversion rate (increase in new patients).  
*click*

PPC Ads

When using pay-per-click (PPC) advertisements, make sure the ad will bring the audience to a landing page that is specific to the ad and not the homepage. If your ad is promoting teeth whitening, then make sure the ad will lead the audience to a page about the teeth whitening services you provide and other useful information about this specific topic.

Making the Conversion

To help push your audience towards purchasing a product or service, your landing page should include something that will encourage your audience to convert—promotions, discounts, or a service that will make your business stand out from the rest. Using the dental clinic landing page as an example, these could include:

  • Specials on whitening treatments;
  • Discounts for specific treatments;
  • Emergency dental treatments;
  • Sought-after Orthodontics (Clear Correct or Invisalign); and,
  • A mailing list sign-up to receive news and promotions.

While a landing page is for a specific service, a web page is for your website. A successful web marketing strategy will optimize both types of pages so you can cater to a greater audience and boost business with increased conversion rates.

Great teamwork, everyone!

Lia

Mobile Business and Marketing are No Longer Optional

02/15/2018

Why Mobile-First is the New Normal and What It Means for Your Business

Do you ever stop to think about just how common smartphones and mobile devices have become? Back in 2011, it was still notable when a friend got an iPhone or a Blackberry. For the younger generations coming of age, smartphone adoption was a sea change that just happened. Seven years later, though, “smartphone” is a term that almost seems passé in our mobile-first world. Mobile is everywhere, and it’s here to stay.  “Over two-thirds of Canadians own and use a smartphone.” Let’s look at the numbers: statistically speaking, 69.8% of Canadians used a smartphone in 2017. That’s 25,556,000 Canadian cell phone users. As a point of comparison, Canada’s population topped out at 36.29 million in 2016. That’s right, over two-thirds of Canadians own and use a smartphone or similar mobile device. But what does this mean for your business? In short, everything. If you’re not mobile-first, you’re at risk of coming in last.

Mobile-first's effects can be felt in the world of e-commerce, too, and has implications for broader digital marketing strategies.
Consumers are going mobile for their shopping needs more and more often.

Everyone’s Mobile, Including Your Customers

Studies show that we check our smartphones around 150 times a day. That breaks down to a phone check every six minutes. That’s a ton of time, but on average, brands only spend around 12% of their ad budgets on mobile initiatives. But research shows that nearly half of all consumers start the e-commerce journey with a mobile search. Furthermore, over 60% of users abandon mobile sites they have trouble accessing. “A responsive website is often the make-or-break moment for your users.” Couple this fact with Google’s emphasis on responsive web design, and it’s clear that a strong mobile presence is a must. Simply put, a responsive website (one that accommodates all screen types and sizes) is a key factor in SEO and is also often the make-or-break moment for your users. Remember, the consumer journey is often fickle and can’t be boiled down to a simple A-to-B journey. Embrace the fact that the customer journey can start at any interaction with your brand! How often do you check your mail on your phone? Even if an email serves as the starting point, your site needs to be able to stand up to a user’s scrutiny when they click through on their phone.

Beyond Mobile Optimization

We’ve touched on it already, but mobile optimization starts with responsive design. A whopping 57% of search traffic comes from mobile devices already, though. As a result, Google’s long-discussed mobile-first index is expected to drop this year.

Digital marketing must account for the massive role mobile plays in the consumer journey.
Mapping the consumer journey is an even greater challenge with mobile in the mix.
What does this mean for your business? Depending on your website’s design and architecture, you might already be in good standing. Mobile-first design and development don’t come at the expense of desktop rankings, after all. If your site responds to all screens and devices, you’re already halfway there. “What are your users searching for on mobile that brings them to your website?” The next step? Thinking about how a user interacts with your brand and adapting accordingly, a must for your digital marketing strategies. What are they searching for on a mobile device that brings them to your website? Remember, the customer journey is notoriously hard to define in a digital space. When you add in mobile devices, it gets even harder. Maybe they open a link to your site on their phone and save it for later. Maybe they’re making an impulse purchase. Maybe they want to see what you’re all about before they drop by a brick-and-mortar location. Whatever the case, maintaining a consistent (and personalized) experience is a must.

Putting It In Perspective

By now you’re probably exhausted by the word “mobile.” But here’s the thing: mobile is no longer an option. It’s the norm. Your mobile marketing strategy isn’t a supplement to your traditional digital approaches. It’s the focus. Keeping pace and putting in the effort will pay off. Like smartphones, we’re in the midst of another sea change as digital marketing and e-commerce shift massively once more. Mobile-first is the new normal.

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How User & SEO Analysis Helps Boost Page Conversions

11/17/2017

Using Analytics to Ensure Your Pages Convert and Reach Your Market

Imagine having the ability to watch how users behave on your website, down to which links they click on the most. Now imagine using this insight to improve your site’s pages and boost conversions. Still imagining it? We’ve got some good news for you. Conducting a user and SEO analysis, with the help of a few experts in web analytics, can make this insight a reality and use it to ensure your pages convert. Here’s how:

In-Page Analytics

Using the convenient Google Chrome extension, In-Page Analytics gives you…

Instant Access to User Behaviour Data

This extension lets you check user behaviour on your site’s pages quickly and conveniently. Just set a date range for the data you’re interested in and start analyzing. This data includes page views, bounce rates, and average time spent on pages, and can even be narrowed down into further segments, such as:

  • All users,
  • New Users,
  • Mobile traffic,
  • Paid traffic, and,
  • Organic traffic.

Use Click Heat Mapping

The Heat Map tool shows you how many visitors (in percentages) click on each clickable part of your website. It might surprise you to see that some parts aren’t getting many clicks, while others get a lot. Use this data to make changes to your site, such as updating or removing a call to action (CTA) that isn’t getting the conversion rate you want. These tools provide insight into user behaviour specific to your website, allowing you to make changes to parts that are in need of some TLC.

Conversion Goals

Google Analytics lets you set conversion goals to track and measure how often users take various actions on your website. This tracking allows you to measure the success of your business goals by seeing if your CTAs are working or not. You can even assign monetary values to these goals to help you calculate your marketing ROI. These types of goals include:

  • Destination Goals—these are achieved when a user visits a specific page;
  • Duration Goals—these are based on the amount of time a user takes to complete a specific action;
  • Event Goals—these are achieved when a user initiates an event, such as watching a video on your site; and,
  • Pages/Screens per Session Goals—these are achieved once users visit a set number of pages on your website.

This data shows what pages are converting so you can direct more users to these pages and work on the pages that aren’t successful. Goals provide context for user behaviour, letting you understand where they’re coming from, where they’re going, what they’re doing, and how long they stick around.

Behaviour Reports

For an even more in-depth look into user behaviour, check out the Behaviour Reports. These reports detail all the useful information on user actions, such as:

  • Whether or not users are following your intended user path;
  • The most successful pages for newsletter sign-ups;
  • Search inquiries on your site’s search bar;
  • Popular and unpopular events—i.e. watching a video; and,
  • The top converting pages.

With the help of Google Analytics and a web marketing professional, user and SEO analysis will give you a better understanding of user behaviour on your site. You can then take this information to improve your digital marketing strategies and boost conversions. You want your pages to convert, right? So start working with the SEO analysis pros to make your conversion goals a reality.

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