In today’s digital landscape, landing pages are a huge part of the success of any marketing campaign. And if you want to generate more high-quality leads, those landing pages need to be optimized for conversions.
The real estate industry standard for landing page conversion is typically between 2-5%. But we regularly achieve much higher numbers for our clients—including a Los Cabos-based team for whom we’ve delivered an impressive 8.42% conversion rate. How did we do it? Read on for the details.
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Why real estate landing page conversion is so important
Before we dive into the tactics we used to drive this stellar result for our client, here’s a quick overview of what landing pages can do for you.
- They allow you to capture leads. Landing pages provide a platform to capture leads by collecting contact information from visitors, often in exchange for valuable content or real estate listings.
- They enable targeted messaging. Each landing page can be customized for a specific audience, allowing you to tailor your messaging to resonate with potential leads’ interests and needs.
- They drive action. A well-designed landing page guides visitors toward a clear call to action (CTA), such as Contact Us, Book a Viewing, or Download a Neighborhood Guide.
- They can be SEO optimized. Landing pages optimized for search engines attract more organic traffic. This can be achieved by incorporating relevant keywords, like specific neighborhoods or property types.
- They can enhance PPC campaigns. Pay-Per-Click (PPC) campaigns often direct traffic to landing pages. A well-designed landing page can increase the conversion rate of these campaigns, resulting in more successful lead generation.
- They help you demonstrate expertise. Landing pages provide a platform to showcase valuable content such as eBooks, newsletters, or blog articles related to the real estate industry. This can attract visitors, build credibility, and establish you as an expert.
- They improve the user experience. By focusing on a single objective and providing clear, concise information, landing pages can improve the user experience, which builds trust and encourages visitors to convert into leads.
- They’re great for remarketing efforts. Once a visitor provides their contact information via your landing page, you can use this for future marketing activities, like email campaigns or remarketing ads.
- They help you promote your brand. Landing pages give you space to promote your unique value proposition and brand identity, which builds credibility and brand recognition.
- They work with your CRM. Landing pages can be easily integrated with Customer Relationship Management (CRM) tools to automate the process of storing and managing leads.
- They let you test marketing messages. Landing pages allow for A/B testing of different marketing messages, images, and CTAs, so you can understand what works best for the target audience. This can help optimize conversion rates over time.
- They give you data. With landing pages, you can track visitor behavior, evaluate the effectiveness of your marketing efforts, and make data-driven decisions for improvement.
And when your landing page is optimized to be high-converting? The benefits get even richer:
- They increase sales. The ultimate goal of higher conversion rates is to boost sales. A high-converting landing page will lead to more qualified leads, which can, in turn, lead to an increase in sales.
- They reduce the cost of customer acquisition. With higher conversion rates, you spend less money to acquire new customers, thereby improving your bottom line.
- They improve ROI. Because landing pages are designed to convert visitors into clients, they have the potential to offer a much higher ROI than many other forms of marketing. And the better your conversion rates, the better your return on investment.
The strategies we use to maximize conversion rate
Now, onto what we know you’re here for: details about how exactly we helped our client achieve such a high conversion rate.
For the client we’re talking about here, we ran a Google Search ad campaign, with ads driving to a landing page featuring an MLS home search tool with Los Cabos homes for sale. Here are the strategies we implemented to maximize the conversion rate on the landing page for this campaign:
- We delivered relevant landing page content. We made sure all landing page content was aligned with what visitors saw in the ad that drove them there. As you can see, the ads in this campaign promise certain listings (like Los Cabos Luxury Homes) or features (including complete listings, no ads, and the most accurate data). We ensured these were immediately surfaced on the landing page, providing a great user experience and building trust.
- We used clear calls to action. We used direct CTAs that were obvious and persuasive, guiding visitors toward the desired action. These included “Get Listing Alerts” and “Contact Us.”
- We optimized for mobile. We knew many visitors would access the page via mobile devices, so we ensured it was fully optimized for mobile viewing. This included:
- Responsive design: The featured MLS home search tool automatically adjusts its layout, images, and functionality to fit the screen size of the device being used.
- Touch-friendly navigation: Buttons, links, and other interactive elements are easily tappable with a finger, and spaced to prevent accidental clicks.
- Easy-to-use search filters: Filters for search parameters (including location, property type, and price) are intuitive and easy to use on a smaller screen.
- Optimized visual content: Images are optimized for mobile viewing, meaning they’re high-quality and fast to load.
- Clear call-to-action (CTA) buttons: CTAs are prominent, clear, and easy to tap on a small screen.
- Map integration: Interactive maps with property locations are easy to use on mobile devices.
- Click-to-call functionality: A click-to-call button lets users easily contact an agent or schedule a viewing.
- Push notifications: Users can receive mobile notifications about new listings or changes to their saved properties.
- We prioritized the user experience. We kept user experience top of mind when designing the landing page, ensuring it was easy to navigate and visually appealing, and that the search tool was simple and intuitive.
- We used high-quality images. Real estate is a highly visual medium, so our MLS home search tool page features eye-catching, high-resolution photography to engage users and encourage them to explore listings.
- We displayed personalized content. We ensured the landing page content was tailored based on the ad or keyword the visitor clicked on. For example, while our client offers listings beyond the Los Cabos area, we kept this landing page very specific and focused only on what was promised in the ads: luxury listings available in Los Cabos.
- We retargeted. We leveraged remarketing efforts to re-engage users who visited the landing page but didn’t convert the first time.
- We tracked conversions and made informed adjustments. We set up and tracked conversions in Google Ads, which allowed us to see exactly what was working and what wasn’t, and adjust our strategies accordingly.
How we measured performance
When we’re measuring and optimizing a landing page’s performance, we look at a lot of metrics. These include:
- Conversion rate
- Bounce rate
- Click-through rate (CTR)
- Cost-per-click (CPC)
- Page vs. other page views
- Return vs. new visitors
- Page views
- Time on page
There are a ton of different resources out there for tracking performance. These are some tools we like to use:
- Google Analytics: This tool allows us to track a wide range of metrics, including user behavior, traffic sources, bounce rate, time on site, and more.
- Google Ads (formerly AdWords): We use this platform to run ads, but it also provides detailed insights into ad performance, click-through rates, cost-per-click, and conversion data.
- Google Conversion Tracking: We use this tool to identify how effectively our ad clicks lead to valuable customer activity, such as contact form submissions, phone calls, app downloads, newsletter sign-ups, and more.
- UTM tags: This is a code we add to links, so we can track where traffic is coming from and accurately measure a campaign’s success.
- Presence Platform: This is the dashboard we’ve built specifically for our website clients. We connected this campaign directly to our client’s dashboard via the Google Conversion Tracking tool, so any leads generated from the landing page get routed there. The dashboard shows the exact lead source and specific campaign.
More tips for success with your landing page
In addition to the tactics we’ve detailed above, here are some additional takeaways that will help you achieve success with your campaigns.
- Build your campaign properly from the start. Part of the reason we’re able to achieve such great results in the campaigns we run is because we set them up for success from the start, rather than spending time fixing a poorly performing campaign.
- Keep testing and optimizing. But, of course, it’s still super important to keep testing and optimizing! You want to start from a good place and keep getting even better. Testing is the only way to know what works best for your target audience and to get the data that can guide you to even better results.
Maximize your landing page performance and ROI with Luxury Presence
Landing pages make a very important first impression on clients and are often the deciding factor in whether a visitor becomes a lead. It’s important that yours are not only clear and engaging but also optimized to convert.
At Luxury Presence, we know what works and have the skills and experience to build campaigns and landing pages that get results. If you’re interested in working together to save time, generate more high-quality leads, and maximize conversions, explore our expert marketing solutions and book a live demo with our team.
