Marketers have started to realize that most web pages have a major fault: They’re not designed to win customers. Mostly, they’re distracting, they’re overwhelming, and they’re bad at guiding prospects through the marketing funnel. That’s why many marketers count on a relatively new tool (compared to billboards) to generate leads and make sales—the landing page.
According to a report from Aberdeen, the single most popular new technology among top marketers in 2016 was a landing page/conversion optimization software. The tool allows businesses to do two things:
- Create targeted landing pages aimed specifically at turning traffic into leads and customers.
- Improve the conversion rate of those pages with built-in testing capabilities.
And that’s not that surprising when you consider that marketers face the challenge of turning traffic into leads.And the solution to that problem was uncovered many years ago: more landing pages. Landing pages can act as the solution to that problem because they play a key part in generating traffic and converting it with search ads and they are the leading paid channel for businesses: