Don’t Build a Landing Page – Unless you Integrate a CRM
By Vineet Jawa, founder of Sunny Landing Pages
Yes, that’s right. Don’t waste your time. You’re better off focusing on other priorities.
You have read plenty of articles suggesting why you should be building a dedicated landing page for each of your campaigns. They get you higher conversions, better engagement and more bang for your marketing buck.
You also probably know that if you are running a Google Adwords campaign, your landing page Quality Score directly affects your Cost per Click. A higher score means you can get more clicks for less money! That’s pretty awesome, right?
This is all good advice – but it doesn’t paint the whole picture.
There are Challenges to Building a Landing Page that Works
Every day, I work with dozens of marketers building landing pages, and I have seen hundreds of them put in several hours of effort only to abandon the page soon after. Here is what I have come to learn:
You can build a landing page in a few minutes but a good landing page takes careful consideration
There are 4 major challenges. A good landing page has to be:
- Fast loading: 50% of visitors will drop off if your page doesn’t load in 5 seconds.
- Mobile responsive: With mobile traffic quickly overtaking desktop views, you need to make sure the page looks good on all screen types.
- Conversion-focused: The content has to be stellar. Add too many links, and you’ll distract the visitor. Landing pages are meant to be unidimensional with knock-out headlines and super attractive call-to-action buttons.
- Integrated with your CRM: More details on this below.
It’s not enough to publish just any page. To get mileage from your landing page, these 4 aspects are fundamental to achieve the results you’re looking for.
The good news is there are tools to help. There are drag and drop landing page builders that automatically help with points 1 and 2, i.e. fast-loading and mobile responsive pages. They also provide lots of templates to choose from so you have a ready starting point rather than designing from scratch.
Now, let’s talk about challenge #4 – Integrating your CRM.
A landing page is just the beginning!
As we’ve all heard – your marketing process is like a funnel. There are lots of visitors. Some convert to leads and some leads convert to sales. The landing page is most often used at the top of the funnel where we look to convert anonymous visitors into leads.
There are other scenarios such as re-engaging passive audiences, offering a free download to improve your company branding, and/or educating visitors on product/service benefits.
At the end of the day, whatever the objective, your main business goal is to build revenue and profits. So it’s not enough to just build a list of leads. But it’s absolutely critical to understand how these leads will eventually convert to sales.
Let’s compare two scenarios involving landing page.
Scenario 1: No Integration
Scenario 2: CRM Integration
Say the visitor clicks on a trigger which could be an online ad, a campaign email, a social media article, or even just a link on your website. The visitor is directed to the landing page where you get them to fill out the contact form.
In scenario 1, the form details reach you via an email notification or an excel sheet that you can download. Now it’s up to you to ensure you act on each notification with a manual follow up.
In scenario 2, by integrating your landing page to your CRM, your lead details will automatically get added to your CRM contacts. This is immensely helpful in many ways:
Advantages of integrating your landing page and your CRM
- 1Better Lead Qualification. Once the visitor fills out the form, you can activate a double opt-in verification to ensure the email data is genuine and the visitor is serious.
- Advanced Segmentation: Based on the offer on the landing page, you will be able to classify the lead into the right segment – by product interest, location, deal stage, etc.
- Operational Scale: No more manually copying excel sheets of data into separate systems. An automatic feed to your CRM means that you will be able to handle any scale of operations.
- Automated Triggers: Send out scheduled onboarding emails from your CRM and/or email service provider with educational and promotional content.
- Re-targeting. It takes multiple prompts for a lead to convert to a sale. You can use your CRM to enable retargeting via search, social and email campaigns. Common tools include Facebook Custom Audience and Google Customer Match.
Try PipelineDeals with an integrated Landing Page from Sunny Landing Pages
There are two awesome features in PipelineDeals to make landing page integration simple and quick.
Integrations: PipelineDeals integrates with Zapier which allows you to connect with 500+ apps including Sunny Landing Pages. This is the quickest approach to integrating and they offer a free tier for up to 100 tasks/month. It’s good for a quick prototype as it will take about 10-15 minutes to set up. Once you’ve seen the power of integration and are ready for large traffic and volumes, you can then consider the next option:
Web to Leads: PipelineDeals provides a very easy way of creating leads from a web site form. PipelineDeals will process a form that sits on your website. It then redirects the user to a thank you page that you provide when they hit the submit button. Setting up your form requires you to simply ensure that you are using the correct field names that PipelineDeals is looking for, or you can set up a custom field. The complete information is provided in the API documentation
In summary, capturing a Lead in a Landing Page is good for the top of the funnel. By integrated the page to a CRM you can implement strategies for the middle of the funnel and bottom of the funnel.
Vineet Jawa is a serial entrepreneur and the founder of Sunny Landing Pages. He’s been running his own digital agency since 2009 and is an expert in Marketing Automation. He has now dedicated himself to building tools for SMBs to help them succeed in their digital transformation. His current fascination is MAdTech- the convergence of Marketing Tech and Ad Tech. Sign up for his newsletter JawaScript.