When discussing sales funnels, landing pages always seem to be one of those topics where the experts tout the importance of high conversion rates.
The truth? Conversions aren’t the only thing to aim for.
In fact, there are other pieces of data you can uncover depending on the type of landing page and what your audience does when they are finally on site.
In this guide, we’ll discuss why landing pages don’t have to always achieve a high conversion rate to be helpful to your digital marketing goals.
Plus, we’ll take a look at why interactive content is an important factor in making this process work.
What is a High Converting Landing Page?
A high converting landing page has two main requirements.
- First, there is a primary goal to get your audience to take action.
- Second, this happens at a frequent rate compared to the overall number of visitors.
Let’s look at a couple of examples.
For a landing page that promotes a free ebook download in exchange for joining an email list, the sign-up for the list would be the conversion.
If the vast majority of visitors sign up for the list, it is considered high converting.
In situations where a company is trying to increase clients for a service, the conversion is when a page visitor schedules an appointment from the landing page.
For this scenario, a full schedule would mean the page is high converting.
And there are dozens of other scenarios, too.
An eCommerce landing page where a customer makes a purchase would also be considered a conversion. A sold-out product? Most likely, this is a high converting landing page.
As you can tell, there are numerous reasons why marketers spend a ton trying to get each of their landing pages to be high converting.
They might not need to put in all that time, money, and effort if there are other opportunities available from a landing page that doesn’t convert nearly as often.
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 target market to take actions that could increase your profit in the future.
That’s why it’s vital to have well-constructed buyer personas. It’s the only way to know their pains and what you can do to help them.
Studying SEO practices and the psychology of colors also comes in handy during the creation of a landing page that is supposed to generate a lot of conversions.
But here’s the thing: even if a user doesn’t convert, you can still collect valuable data from them.
How? Using interactive landing pages.
What is an Interactive Landing Page?
An interactive landing page is a part of your sales funnel that offers a chance for conversion, but also gives the visitor a way to interact in another fashion.
This can be something as simple as watching a video, answering a few questions, or taking part in a small quiz.
Interactive landing pages can also present information in a smart way, encouraging users to explore the content — we did this in our Social Impact Report 2020 page, for example.
“But what about the conversions?”, you may ask.
Well, the first thing you need to know is that interactive landing pages are already more effective at generating conversions than static ones.
That’s a fact. They are better at capturing people’s attention and keeping them engaged.
But let’s say you’re not converting. There are still several advantages of using interactive pages, because you’re getting precious information.
You can verify exactly where users are engaging with your content. The parts they liked and disliked the most. Where they are clicking or just scrolling without reading.
Then, you can use this data to improve your landing page, optimizing elements and sections, and making the user experience more interesting.
What you’ve collected will also give you updated insights about your personas, allowing you to validate or adjust your strategies.
➤ So, the bottom line is: it’s ok not to have a high converting landing page at first.
What you truly need is a process to receive engagement data, so you can have a better comprehension of your personas.
And then you can try to perfect your landing page to boost your conversion rate.
Benefits of Interactive Landing Pages That Go Way Beyond Conversion
Now that we’ve answered the question in the title, let’s cover other reasons why interactive landing pages are such a beneficial addition to your marketing mix.
Immediate positive first impression
Most people make up their minds about a brand within a fraction of a second after landing on a website.
The problem 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 visitors stay longer on your landing page.
They’re often more apt to try out that quiz or watch the video to learn more about the idea that attracted them to click on your link in the first place.
And that’s where they can discover more about your company and overall mission, which gives them more time to create an honest opinion.
In the end, this can go either way — in your favor or against it, depending on the interactive element you’ve created.
But at least they’re engaging, which is better than making a quick judgment.
Longer time on page
Any digital marketer will tell you that time on page is an important metric to study.
After all, you can push all the traffic in the world to your website, but if people aren’t sticking around, then it is useless.
When you have interactive landing pages, your visitors are far more likely to stick around for a few minutes depending on the media you’re offering.
The longer this dwell time, the more likely your visitors are interested in the information you’re providing.
And this could positively affect your conversion rate.
More satisfying user experience
The best part about using interactive landing pages? You can improve user experience dramatically.
Most people are tired of looking at the same cookie-cutter landing page design and want to see something unique.
When you’re able to give them a one-of-a-kind experience, you’re increasing their satisfaction and overall view of your brand.
Of course, a better overall user experience often leads to — you guessed it! — a higher conversion rate.
See how this all comes full circle?
By using interactive content, you can boost your landing pages for more solid results while also achieving other important goals.
Wrap Up: Using Interactive Landing Pages for Better Data
As you could see, high converting landing pages are definitely something you should be aiming for.
But when you use interactive landing pages, you’re expanding your strategy, gaining further insight into your target market, and offering a better brand experience.
Conversion becomes a natural consequence of all that, rather than the only goal.
Are you looking for more information on how to create stellar interactive landing pages? We have you covered with an excellent ebook that teaches you the right steps for doing exactly that!