Websites are primarily built for search traffic. This means that visitors are proactively seeking the product or service they intend to buy. They are ready to compare brands, peruse competing websites and reviews, and to navigate with multiple clicks to determine where they can find the best quality and value.
Social media traffic is quite different. In this case, advertising is interrupting the activity of engaging with the platform. Advertisers, therefore, have very limited time to making a convincing sales pitch, and it all needs to occur on one page without requiring the visitor to take any action beyond scrolling and then clicking a CTA to enter the sales process.
Sending traffic directly to product pages is not always the ideal solution either since they often lack key value propositions and content that is found on other pages, and visitors can get distracted from the intended path to purchase by clicking through other links.
Landing pages offer a solution to these issues. They can also help to isolate special offers and discounts to particular advertising channels and provide an ideal testing ground for new messaging and design approaches.
Most importantly, landing pages consistently produce higher conversion rates. For example, the landing page shown here converted at 8% while the product page only converted at between 4%-5%. That’s almost double the sales on the same spend!
Landing pages bridge the gap between the curiosity sparked by your ad and the final conversion. In the distraction-filled world of social media, a streamlined landing page is essential. It quickly addresses visitors’ questions, showcases value propositions, and reduces decision fatigue. Instead of offering numerous paths like a typical website, a landing page directs visitors towards a singular, clear action. With compelling visuals and strategic CTAs, this focused approach often leads to improved ROI. Remember, while a website paints a broad picture of your brand, a landing page drives a specific action, yielding better results. Intrigued by the potential? Book a call with us to discover how tailored landing pages can elevate your digital strategy.