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

Not all landing pages offer a high conversion rate, however, they can provide your team with additional data that is very useful for your overall campaign.

Ana Paula Viana

Sep 6, 21 | 6 min read
A high-converting landing page is not always necessary
Reading time: 5 minutes
When it comes to 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?
How important are high-converting landing pages?
What is an interactive landing page?
Benefits of interactive landing pages that go beyond conversion
Summary: Using interactive landing pages to get better data
What is a high-converting landing page?
It is a landing page that meets two main requirements:

has a main objective to get your audience to take a certain action;
This happens at a frequent rate compared to the total number of visitors.
Let’s look at some examples.

For a landing page that promotes a free list of moldova consumer email 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 .
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 .
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 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 drive 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 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 interim manager: key tool to overcome business crises 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 you cg leads landing page to increase its conversion rate.