NEW FORRESTER REPORT: Connecting Digital to Phone Calls Critical to Marketing Success in 2021 Get Your Copy →

Make Your Landing Pages Work Smarter For Your Business

Katherine Buchholz Product Marketing Manager, DialogTech

Here’s a scenario: You’ve been using landing pages for quite some time and they’ve been a good source of gathering contact information from leads or for driving traffic to your main site. And it’s often more relevant and effective than sending potential customers to your homepage. But what remains elusive is a deeper understanding of the behavior and path those visitors took through your site.

What businesses need are tools to help them understand which pages are converting customers and –– thanks to the proliferation of smartphones –– which pages are making them call us. Are our landing pages driving conversions? If not, where else on our site are visitors navigating before calling us? To fully know this information, we need technology that captures the behavior of these callers across our main website, sub domains, and landing pages.

Your Marketing Is Driving Traffic To Your Landing Pages

You’ve invested marketing dollars to drive traffic from various marketing channels to landing pages in order to elicit a specific response from visitors. Whether it’s from search, email, social, or display, you are looking to convert these visitors into customers. What happens when they don’t convert on your landing page and instead navigate away from that page to browse your site before converting? You need to be able to track this path to know which page ultimately drove the conversion.

The reverse is also true for visitors who begin by browsing on your site and then navigate to a landing page. For instance, blog posts and resource pages that persuade visitors to download content to learn more often send the visitor to a separate landing page where the lead is captured. But how does the proliferation of smartphones impact the way they engage with your business?

Thanks to Smartphones, Your Landing Pages Are Driving More Calls

With more smartphones comes more people using mobile search, and BIA/Kelsey analysts have found that mobile search is driving more calls to businesses than ever before – 75 billion by 2018, to be exact. But why is that? As more people access landing pages from their smartphones after performing a mobile search, they are engaging with very small screens. Are they more likely to fill out a web form on a small screen, or press the convenient click-to-call button? Calling from a landing page on a smartphone is a much more natural conversion path for your customers.

How Does Cross Domain Tracking Help My Business?

As we’ve hinted, chances are your landing pages –– and other pages such as blogs – are using a sub domain of your website. The challenge becomes tracking the path mobile callers take across any domain or sub domain of your website before they call.

Ultimately, any lead information you get from web forms on your landing pages is good. But can good be great? As smartphones and landing pages drive more inbound calls, great lead information is now available. Cross domain call tracking enables you to know precisely which pages leads move between –– whether it’s your main site, a landing page, or other sub domain. Regular call tracking technology can’t do that.

Call tracking software not only ties a call back to the source that initially drove the lead to your website, but what it does is display a unique phone number to each visitor that then follows them as they navigate your site (including any sub domain or landing page they may visit). Only then can you know which content is most effective at driving conversions –– optimizing for what works and improving what doesn’t work. Doesn’t that sound great?

Request a demo to learn (and see) how cross domain call tracking can make your landing pages work smarter for your business.