This interview is part of our SMX West expert interview series taking place between March 12 and 16th, 2018.
Everyone in paid search knows the importance of a great landing page. If your landing page doesn’t deliver what was promised, then all your effort up to that point was for naught.
Recently, we had the opportunity to collaborate on a great post about this and other PPC mistakes that affect your marketing campaigns with landing page software powerhouse Instapage. When we heard they would be at SMX West as well, we knew we had to invite them over for an interview!
Check out what Instapage VP Marketing Saranya Babu had to say about the importance of a powerful landing page in the PPC landscape:
Chandal: Hi everyone, it’s Chandal here at SMX West 2018. I’m here with Saranya, the VP Marketing at Instapage. Thanks for joining us! Tell us, what brings you to SMX this year?
Saranya: Well, we have a platform that is for paid marketers/PPC marketers, and we help them personalize their post-experiences for the ads, and optimize conversions. Basically, we help them get more from their existing budgets. We’re here to provide some value to these PPC marketers.
Chandal: Tell us a bit more about Instapage. Where did Instapage start in this whole digital marketing ecosystem?
Saranya: Instapage was founded in 2012 by our founder and CEO Tyson Quick. He boosted the whole company for the first two years, and now we’re growing pretty quick. We have 2000 customers worldwide, across 100 countries. We’re all about optimizing clicks. Once a paid marketer creates a personalized advertisement, optimizes everything and gets the click… well, 97% of those clicks don’t convert. So they paid for the click, but they’re not converting – that’s all money left on the table. That’s where we help. We help you convert all the clicks that you can convert. We provide a post-click optimization platform that includes a landing page builder, so you can build landing pages in minutes without a developer and you can match your landing pages to your advertisements.
Marketers these days have micro-targeting technology. You’re able to target people precisely by who they are, what they’ve done in the past, how they’ve engaged with your brand, their demographics and everything. But, once your create all those ads and you target so specifically, and you get them to click, you send them to a generic landing page and then they’re lost – they just bounce. We help you build matching landing pages for your ads in minutes. You can put forms there and send the links to your marketing automation system or CRM. We have heat maps so you can see what’s working and what’s not. You can do A/B testing so you can split test with variations for your audience. We have analytics and attribution – so basically the whole thing. Everything you need to convert your clients.
Chandal: If you could give one piece of advice that could help people improve their landing page conversions what would it be?
Saranya: Don’t just test colors, or copy. Studies have found, and we have found ourselves by experimenting within our platform, that those things really don’t matter. What really matters is completely different layouts, the whole presentation. My suggestion for optimization would be to create 3-5 very different types of landing pages, and then run them, see which ones are performing, and narrow down based on the ones that are performing well. Don’t be afraid. Don’t limit your testing to little colors and copy changes.
Chandal: That’s really great advice for anyone trying to up their conversions on their landing page – and let’s be real, who isn’t? If you’re having difficulty with that, check out Instapage, they’ve got a lot to offer. Thanks so much for joining us, we really appreciate it.
Saranya: Thanks for having me.
Stay tuned for more coverage of SMX West to come!
Feature Image: Unsplash/David Laws
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