New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Landing pages can double the conversion rates as compared to product pages.

This piece recommends that based on different audience segments, marketers can build specific landing pages with targeted messaging. Brands can deliver unique persuasive messaging to the diverse audience segments, depending on factors like search intent, gender and stage of the buyers’ journey.

This article states that US-based wedding planner start-up Zola observed an increase of 5% to 20% in their conversion rates after launching targeted landing pages. Brands should also customise landing pages for different devices for seamless user experience.

The author suggests that each landing page should be able to address the “specific search intent or knowledge gap of a target customer”. Marketers should also optimise their paid search and social campaigns using targeted messaging on landing pages.

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[11 minute read]

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