Sending your customers to a well-designed, functional, and easy-to-use homepage is often viewed by banks and credit unions as one of the main elements of a great marketing and website design strategy. And, this view is not wrong. However, smart financial institutions go a step further in attracting and converting their customers by utilizing the benefits of having multiple landing pages that support different goals.
What is a landing page?
A landing page is the first page that a visitor sees when they ‘land’ on a certain website. As opposed to homepages, which are designed for exploration and lack the ‘focus’ element, landing pages offer the opportunity for customization based on the purpose of a specific campaign or the specific target market segment. Landing pages are designed to encourage customers to take the desired action. That being said, if your goal is to get specific target audiences to interact with your bank in specific ways, such as inviting them to sign up for your bank’s or credit union’s newsletter, or promoting your mortgage loans, the solution lies in creating different landing pages for each specific objective you want to achieve.
In a nutshell, landing pages help limit distractions and direct visitors to take a desired next step, most often with the purpose of driving conversions.
Why should your bank or credit union use different landing pages for different customers and products?
Landing pages for easier customer segmentation
Segmentation plays a huge role in sales and marketing. By identifying different buyer personas and understanding what each of them responds positively to, your bank or credit union can pursue more effective marketing strategies. In this regard, by using different types of landing pages you can understand why each of your website visitors left their contact details. This will further help you segment your audience and present your leads with offers that best suit their interests.
Landing pages for customized offers
As a bank or a credit union, you probably offer a number of financial products and services that many of your customers are probably not even aware of. With this in mind, marketing teams always strive to narrow the target audience for best results of each campaign. Getting everyone to see everything will not only drive away potential customers but will also pour your money down the drain. To avoid such mistakes, each campaign should send targeted audiences to landing pages that answers all the questions they might have for your product or service, and calls for the action you want them to make..
Landing pages for greater conversion rates
Simply put, the more landing pages your bank or credit union has, the greater the chances are to convert website visitors into customers. A crucial element of each landing page is the call to action. Start by tailoring your CTA (call to action) properly so that it conveys the right message to the right people. If you put yourself in the shoes of your visitors, it becomes very clear that the pathway to converting a wealthy retiree to a customer is completely different than that of converting a millennial.
Landing pages for better SEO results
Having multiple landing pages will also accelerate your SEO efforts. The more landing pages you have, the more landing pages will be indexed by the search engines. But, remember that they have to be well made and optimized in order to achieve the desired SEO results. For that reason, when you create each one of your landing pages make sure to maximize its on-page SEO and also to promote it by linking to it in blog posts, ads, and more. Search engines rank sites with plenty of incoming links higher.
Landing pages for optimized marketing strategy through A/B testing
A very common reason why many businesses use different landing pages is to find out which of the created versions works best. Though it may seem strange, oftentimes a buying decision depends on something as simple as where on the page the CTA button is placed or what is the color of the elements used. By testing how two or more landing pages perform for the same offer, you can make comparisons of various elements and eventually opt for the combination that converts the most.
Don’t have the experience or the time to create and manage multiple landing pages for your bank or credit union? No need to worry. The team at BankSITE has the experience and know-how to help you make the most of your marketing efforts. Don’t hesitate to get in touch!
