Landing pages. For many years, they were the end goal of a lead generation campaign. Drive traffic to the landing page in order to secure valuable personal information, AKA, a lead. At that point the lead generation campaign is concluded, personal information successfully transferred into a CRM database, and the lead nurturing process begins. And it worked well—for awhile. But as the internet has swelled with more sites and more people, web traffic simply can’t keep up. The downfall of the landing page has begun.
A lot of work goes into building a landing page. For every new lead generation campaign, a new one must be built. And depending on your targeting segmentation, you might need multiple versions per campaign, too. Sure, a basic template can save some time with duplication efficiencies across similar categories, but there are a lot of working hours to write, design, create and tag a landing page correctly for each lead generation campaign segment. And after all that effort, you still have more work ahead making sure your potential leads visit this new landing page.
Poorly constructed, low-converting landing pages may have given the whole group a bad name, but that’s not the only reason landing pages have fallen out of favor. Simply put? Landing pages are unnecessary in today’s digitally connected world. We share a wealth of personal data across the web, using single sign-on, global Google accounts, social networks and preference engines to create tailored web browsing that delivers what we want, when we want it. And this also means that with a few clicks, you can share your data with any advertiser you’d like. So why waste time filling out a lead form on a long-winded landing page when you can simply authorize a trusted site to share your information?
More and more consumers are embracing opt-in advertising and recognizing it for the potential it has to connect them to likeminded brands. While browsing a favorite site, users can quickly and efficiently “opt-in” to pass along their data and join an email list to learn more about a product or service. There’s no interruption to their desired action, just a few clicks and they’re back to browsing the content they came for. No clicking off to a lead generation landing page or form, just simple data transfer.
Landing pages may still help with the conversion path once you’ve acquired a new crop of opt-in leads, but the lead generation landing page is dead. Ready to save time and money with opt-in advertising? We can help get you started.