Optimizing your landing page (the page within your site where a user “lands” when they arrive at your site) is an easy way to decrease your marketing costs. This post walks through a recent landing page optimization we’ve done for a client, Baltimore Technology Park. It explains how we improved the landing pages with strong calls to action.
How can changing your website’s landing page lower marketing costs?
Think of it this way. As a simple illustration, you’re spending $1,000 per month with search advertising and getting 1,000 people to visit your site, and let’s say 1% of them contact you. That’s 10 leads per month, costing you $100 per lead. Now, to increase the number of leads next month, you could increase your advertising spend, buying more visitors, or you could increase the effectiveness of your landing page. Let’s say you can figure out how to get 20 people to contact you instead of 10 from that same landing page. Your new conversion rate (2%) equates to 200 leads, each costing only $50.
There’s a ton written about this overlooked concept, notably by Tim Ash, author of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions. He goes into tremendous detail in his book, and while I recommend the read, we try to keep things simpler.
Here’s an example of how you can optimize your landing page.
First, here’s the old homepage for Baltimore Technology Park’s website. They sell colocation and data room services, and we’re managing their PPC and SEO campaigns.