what is a landing page
Any web page that a customer can land on is a landing page, but in the context of marketing, it’s typically a stand-alone page that serves a particular, narrow goal and is different from your homepage or any other page. Any promises you’ve made in your content are followed up on with a landing page. In essence, it’s the following stage in the conversion of a visitor to a client. Your landing page gives you the option to exchange contact information for a trade, special offer, informational item, or deal.
The purpose of landing pages can be lead generation, click-through, or linking to another website, such as your e-commerce site. Typically, lead generation landing pages ask for contact information in exchange for giving away freebies like an eBook, a free trial, a chance to enter a contest, or registration for a webinar. A successful landing page will accomplish its objective by persuading a potential consumer that it is worthwhile to trade their personal information for whatever it is you are offering. A potential customer is more likely to find landing pages if they can access them from your company website or from a general search engine.
One landing page, or even one landing page at a time, is not necessary. In fact, marketing gurus probably advise that you keep a number of landing pages that are directed at distinct consumer segments.
The efficacy of landing pages
Interesting facts were revealed by a survey on the efficiency of landing pages. Despite only yielding a conversion rate of 10.5%, 68.2% of landing pages had more than five call-to-action links. However, conversion rates for landing pages with just one call to action were 13.5%.
The fact that landing pages with positive customer reviews, pictures, and social media posts convert at a rate of 12.5% as opposed to 11.4% for pages without social proof is evidence of the importance of social proof on landing pages. In comparison to mobile responsive landing pages, desktop-only landing page conversion rates were 11.7%.
When Is a Landing Page Necessary?
In some cases, a landing page is the best option for generating leads or driving sales. It could be when you employ PPC advertising, a lead magnet, to focus attention, draw in various consumer kinds, or to make testing simpler.
PPC marketing. Because Google evaluates the quality of pay-per-click (PPC) advertising in part based on the relevance of the linked page, landing pages specifically dedicated to a given advertisement show up better in search results. A new product can be highlighted on a specific landing page using PPC advertising whose exclusivity drives sales. Customers looking for a certain price may be drawn by it.
A unique landing page will entice clients who are specifically interested in that event, even while an event promotion should be included on your brand’s website, where it will be found by existing customers.
the lead magnet. Any type of valuable content that is gated by a form and accessible only once a user fills it out is known as a lead magnet. Even if they merely give their name and email, they are still considered a lead. Create a landing page exclusively for the lead magnet with an emphasis on the form, content, and keywords. An Ebook, a free sample, a webinar featuring a panel of industry experts, or a limited-service offering are examples of content offers (lead magnets). To assist customers in completing a task, create a manual or checklist.
Concentrate your efforts. A landing page directs users’ attention to the content. They have two options: either they respond to the call to action or they go back to the search results.
entice many consumer types. To appeal to various consumer types, specific landing pages might be made. Its influence on the intended client group will be determined by the content, page design, advertising, and offer it contains. Landing pages can be designed to attract customers from a certain area, demographic, or those who are considering price and quality.
simplified testing. It is simpler to test a landing page because it is one page with one main objective. The page can be frequently tested to improve its usability and persuasiveness using the correct tools. Copy, voice, media, or keywords are some of the elements that need to be examined. Generally speaking, higher conversion rates result from personalizing content with lead information.
Why Landing Pages Increase Traffic Conversion
Because they are concentrated on a single objective or call to action by giving details about a particular offer or item, landing pages convert more traffic. Its simple design and limited navigation prevent visitors from becoming sidetracked by numerous links that go off the page and away from their intended aim. A dedicated landing page serves as a destination for traffic, and it increases the likelihood that visitors will convert to buyers when an effective advertisement highlights a specific offer.
Various Landing Page Types
Using landing pages generally lets you to end a post-click sequence with a specific page that informs the user they have arrived at the correct location. When compared to landing pages, which make it crystal apparent what will happen if the visitor clicks through, busy homepages or product pages have the potential to muddy the waters. By creating a landing page, you may enhance and streamline visitor interaction and thereby boost conversion rates. Additionally, you make sure that your PPC investment is more fruitful because you already paid for this click, and a landing page aids in making it worthwhile. By making sure you employ the appropriate form of advertising, you may raise the likelihood of conversions even higher.
Home page versus landing page
Initially, some people can be perplexed as to why they should bother with landing pages when their main goal is to direct visitors to their homepage. The reason for this is because while increasing traffic to your home page is unquestionably a good thing, it is less likely to lead to a conversion than a landing page. A lot of information may be found on home pages, which also encourage readers to visit numerous other places. If a visitor arrives at your homepage with one clear objective in mind, they can become disinterested if they have to first browse through a number of other services and product possibilities. The homepage’s primary goal is to point readers to additional sites where they can get the information they need.
Landing Page for Lead Generation
A lead-generation or lead-capture landing page’s main goal is to gather leads using a data capture form. Although very flexible, these pages are most frequently utilized in the middle of the sales funnel, when clients are still considering your offerings and are about to decide whether to convert or leave. It simultaneously makes a request and offers a benefit. The information you request in your form is the reward, which is the exact offer you are pushing to attract leads. There should be a good balance between the request and the reward. The product or service you are promoting must be worthwhile for the customer to provide you with their information and add them.
landing page for click-throughs
A click-through page, as opposed to the lead-generation page, which depends on a form, is one that does not at all call for a form. It only acts as a go-between for your advertisement and the page you want to finally drive customers to. It is frequently used, for instance, to link an advertisement to a shopping cart. It merely needs a brief and straightforward description of what the visitor has discovered after clicking through, as well as a clear and unambiguous call to action with a link to the intended destination.
Selling Page
Designing a sales page is frequently the most challenging. You are no longer just prospecting for leads with the help of this page. It is one that would be used at the bottom of the funnel and has to persuade customers to purchase, which is a completely different goal from a straightforward request and incentive scheme. A certain amount of tact and a thorough comprehension of your clients’ demands and where they are in the sales process are necessary for the production of the page, from the copy to the design. At this point, you run the risk of either overselling and losing the business, or underselling and keeping the client. Here, you must mix traditional salesmanship into your design and communication tactics.The length of the page depends very much on your product and how much you need to say to explain its value to your customers. Regardless of the length, there needs to be a detailed pitch that clearly demonstrates this value, with the aim of getting them to click that button and make the purchase.
Splash Page
Splash pages are perhaps the simplest kind of landing page and may be utilized at any stage of your sales funnel. They normally contain just a few words of prose, one or two bold graphics, and extremely basic language—either an announcement or a straightforward “yes” or “no” request. Before visiting your website, they might require your reader to confirm their age or select their preferred language. They merely serve to give your visitors extremely basic information before they join your website and are not designed to collect data or generate leads.
Viral Landing Pages
The primary goal of viral landing pages is to increase brand recognition. Although they frequently include connections to a company website or other online pages, these are typically provided discretely and unobtrusively. The content and the capacity to share the page via social media are the important factors here. The material should be interesting and/or instructive enough to draw readers in and, ideally, persuade them to share the page. The material could consist of written text, videos, photos, or even games.
Microsites
As the name implies, a microsite is a specific, tiny website. It is made for a particular campaign or with a single, focused sales goal in mind. Although it has more than one page, it is still referredas a kind of landing page since it is set aside for one specific aspect of sales and promotional efforts. Microsites are driven by online ads or work alongside TV ad campaigns.
The purpose of landing pages
You did a terrific job developing your brand and designing a website to showcase it. Now you need to make sure that all of your labor-intensive efforts result in sales. Landing pages are undoubtedly the way to go if you’re searching for a solution that can convert leads effectively.
A landing page is an excellent approach to increase visitors, boost SEO, and establish your brand. It could also be a component of a successful PPC plan. In order to create leads for potential conversion, landing pages are used by about 68% of B2B companies. Thankfully for you, 44% of these clicks go to home pages, which, as we’ll see, is a bad tactic. Landing pages direct visitors to a particular offer, service, or good.
Top Tips for Landing Pages
Numerous landing page best practices that have been honed over time are typically included on a landing page that captures the customer’s attention and leaves a lasting impression. Despite minor variances between desktop and mobile best practices, landing pages with particular components typically have greater conversion rates. These best practices for landing pages are covered in detail.
- Keep the call-to-action, the headlines, and the primary message above the fold.In the past, newspapers used a notion called “above the fold” in which the most significant headlines and news were printed on the top half of the first page. This is the area of the screen that a user can see without scrolling down, in terms of digital marketing.There is a strong likelihood that a user will scan the landing page in its entirety before scrolling down to learn more. To increase the likelihood of a conversion, keep the headlines, the primary message, and the call-to-action (CTA) above the fold. The title must be precise, short, and contain the primary keyword in order to be effective for SEO.
- pecify one call-to-action only (CTA).Each landing page should be optimized for just one objective. A free trial, contest admission, webinar enrollment, special offer, or eBook download are just a few examples. You should only have one CTA button above the fold since too many CTAs or connections to other pages can divert the viewer’s attention from your core message.In appropriate cases, repeat the call to action (CTA). They don’t want to be inconvenienced by having to scroll up again to get the CTA after having to scroll down to read the landing page material on a desktop or mobile device. Placing an exact copy of the CTA in the lower portion of the page can help you keep the potential customer’s attention.
- Designing a CTA button.The call to action (CTA) button’s aesthetic should persuade the viewer to take action. It ought to be the right size and a different color from the background of the landing page. Repetition of a CTA on the landing page requires that it be an identical duplicate of the CTA above the fold.
- Mobile design.It is crucial to create landing pages for mobile use because research shows that 56.89% of all internet traffic worldwide occurs on a mobile device. Due to the fact that many B2B companies and the older age still rely on computers for work, there are still many reasons to design for desktops. The information about your audience’s preferred devices should come from your analytics data.
- Improvement of the traffic sources. Create the landing page according to the traffic sources you use. The conversion rate of SEO-optimized pages is lower than that of landing pages with less copy. Maintain concise, direct landing pages with clear messages and calls to action on paid traffic sources.
- Provide a social evidence. A persuasive strategy that works well is the fear of missing out. To increase the conversion rate of your landing pages, include user testimonials and reviews. Users gain trust and credibility in your brand when they discover how much other clients and companies respect your goods.
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