There’s no denying it: landing page marketing is an extremely underrated digital marketing tactic. Everybody makes a lot of noise about traffic (or does traffic just make a lot of noise?), and while it's important to get more eyeballs on your “stuff”, conversion - which is really what landing pages are focused on - doesn’t get enough of the credit.
It’s a simple numbers game. Okay not all numbers games are simple, but this one is easy. Let’s say your website converts one out of every 100 visitors (1/100 = 1% conversion rate). Most businesses focus on increasing traffic to get more conversions, which does work; if you can attract 100 more visitors, you’ll get one more conversion (2/200 = 1% conversion rate). Seems easy enough, but increasing traffic by 100% per day (or even per week) to get just one more conversion is actually hard (and can be a lot of work if you aren’t buying the traffic).
But there’s another way! Instead of worrying about your traffic numbers, why not work with what you’ve got? If you do a little bit of landing page marketing and improve your design, messaging and calls to action, maybe you can bump your conversion rate up to 3%. That’s just a measly 2% increase, right? Wrong. A 2% increase actually means better results and more return on your investment. The numbers don’t lie: 3% conversion rate = 3/100 visitors (3 is more than 2, and it took much less work).