Building landing pages that drive online conversions

August 16, 2013

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Website landing pages are built specifically to support online advertising campaigns. The design of the page is to compliment the ad that has already been clicked on, enticing the user to stay on the landing page longer and hence is more likely to make an enquiry.Online advertising

Landing pages are important when building any online advertising program:

  1. Search engines care about the relevancy of the landing page you are sending clicks to, so a high-quality landing page gets better PPC ranking, and therefore likely more clicks for less money.
  2. A relevant and well optimised landing page has dramatically higher conversion rates, meaning you get more leads for your money
    Well-designed landing pages don’t assume every person who clicked an ad is ready to purchase –they should offer a range of actions for the user. For example, if a user is really just researching at this stage, odds are they won’t make an online enquiry. But they would be very likely to give you their email address in return for downloading a free paper or brochure. Or sign up for your email newsletter to receive industry advise, tips and information. Both of these actions are worthwhile conversions as you are building your database of potential leads.


If you are spending money driving people to your website through display or Google search advertising, unless you are driving them to landing pages that offer a range of contact options and actions directly related to the ad offer, then odds are you are really missing leads that you are paying for.

Too many companies send their email , social media , and search traffic to their homepages. This is the equivalent of throwing leads and your advertising budget away. You could capture these leads at a much higher rate simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads.

Landing page testing is imperative to ensure your ad and subsequent landing page is delivering for your advertising budget. Test different headlines, position of the offer, different offers, images etc over the period of your campaign. Optimising the amount of information you are asking for in your lead capture form can also make a dramatic difference in the reducing the number of people who start filling out your form but don’t hit the submit button.

According to a Google study, 61 percent of users said if they did not find what they were looking for right away on a mobile site, they would quickly move on to another site. That is especially important considering that 67 percent said that when they visit a mobile-friendly site, they are more likely to buy a site’s product or service.

Icon recommends a mobile friendly landing page that strongly reflects the offer made in the display advertisement with strong call to action to increase enquiry rate.

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