We explain the reasons why you don’t always need a high-converting Landing Page

When talking about sales funnels, landing pages always seem to be one of those topics where experts tout the importance of high conversion rates.

The truth? Conversions aren’t the only aspiration out there, in fact, there are other data you can discover based on the type of landing page and the behavior of your audience when they’re visiting your website.

In this guide, we’ll discuss why landing pages don’t always have to achieve a high conversion rate to be useful for your digital marketing goals .

In addition, we will see why interactive content is an important factor for this process to work.

What is a high-converting landing page?

It is a landing page that meets special database two main requirements:

1. has a main objective to get your audience to take a certain action;
2. This happens at a frequent rate compared to the total number of visitors.

Let’s look at some examples.

1. For a landing page that promotes a free ebook download in exchange for joining an email list, subscribing to the list would be the conversion, so the more subscriptions there are, the more we can consider it to have a high conversion .
2. If a business wants to increase customers for a service, conversion occurs when a page visitor schedules an appointment from the landing page . For this scenario, a completed appointment would mean that the page has a high conversion .
3. An ecommerce landing page where a customer makes a purchase would also be considered a conversion. A sold-out product is an indicator that it is a high-converting landing page .

As you can see, there are dozens of possible scenarios and numerous reasons why marketing specialists invest efforts trying to make each of their landing pages have a high conversion .

But the truth is that they may not need to invest all that time, money and effort if they can take advantage of other opportunities available on a landing page , even if it doesn’t generate conversions as frequently.

How important are high-converting landing pages?

Don’t get us wrong, high-converting what is an api system and how can it help your company? landing pages are great for your business, after all, they encourage your audience to take actions that could increase your profits in the future.

That’s why it’s essential to have well-built buyer personas . It’s the only way to know their pains and what you can do to help them. Studying SEO practices and color psychology is also helpful when creating a landing page that’s supposed to generate a lot of conversions.

But the thing here is this: even if a user doesn’t convert, you can still collect valuable data from them . How? By using interactive landing pages.

What is an interactive landing page?

It’s a part of your sales funnel that offers b2c phone list a conversion opportunity, but also gives the visitor a chance to interact in another way, such as watching a video, answering some questions, or taking a short quiz.

Interactive landing pages can also present information in a clever way, encouraging users to explore the content – ​​we did this on our 2020 Social Impact Report page .

“But what about conversions?” you might ask. Well, the first thing you need to know is that interactive landing pages are more effective at generating conversions than static ones.

It’s a fact, they are better at capturing people’s attention and keeping them engaged. But let’s say they aren’t converting, there are still several advantages to using interactive pages, as they provide you with valuable information.

You can check exactly:

• where users interact with your content;
• what parts they like the most and which ones they don’t like;
• where they click or simply scroll without reading.

You can use this data to improve your landing page by optimizing elements and sections and making the user experience more interesting.

On the other hand, what you have collected will also give you updated information about your buyer persona, allowing you to validate or adjust your strategies.

➤ So, the bottom line is this: it’s okay not to have a high-converting landing page at the beginning .

What you really need is a process for receiving behavioral data so you can gain a better understanding of your buyer persona and refine your landing page to increase its conversion rate.

Benefits of interactive landing pages that go beyond conversion

Now that we have answered the question in the title, let’s look at other reasons why interactive landing pages are perfect to include in your Marketing Mix .

Immediate positive first impression

Most people make a decision about a brand within a split second of entering a website. What’s wrong with this?

If your page isn’t up to par, it could really hurt your entire marketing strategy , not just the specific landing page they’re on. However, interactive elements ensure that visitors stay longer .

They’re more likely to fill out that quiz or watch the video to learn more about the idea that persuaded them to click on your link.

And that’s where they can find out more about your company and its overall mission, giving them more time to form an honest opinion.

This may seem like a win-win, depending on the interactive element you’ve created, but ultimately we want to be known, not judged too quickly.

More time on page

Any digital marketing specialist will tell you that time on page is an important metric to study. After all, you can send all the traffic in the world to your website , but if visitors don’t stick around for long, it can backfire.

When you use interactive landing pages, your visitors are much more likely to stay for a few minutes depending on the media you are offering. The longer this dwell time is, the more likely your visitors are to be interested in the information you are providing.

And this could positively impact your conversion rate!