A landing page is a page on your website that aims to convert visitors into leads by offering something valuable in exchange for a visitor’s personal information.
A landing page differs from other pages because its sole purpose is to convert visitors into customers. A homepage, for example, has the purpose of giving information about an organization.
The idea behind a landing page is that you exchange valuable information in the shape of a filled-out form from a visitor and offer something precious (access to an e-book, a free offer, a discount) in return. Therefore, landing pages create a win-win situation for you and your website visitors.
A landing page works a little like this:
1. A visitor is presented with a call-to-action and clicks the button.
2. They end up on a landing page with a form.
3. They fill out the form, which is the desired action (converting them into a lead).
They decline to fill out the form and close the page, which is the undesired action signaling that you were unsuccessful in securing them as a lead.
4. The information obtained from the visitor is stored on your database
5. You contact the new lead based on what they need and increase your sales.
Lead generation landing pages contain a web-format form and serve the purpose of gathering personal information from visitors. They are usually used for B2B marketing purposes.
Lead generation landing pages are also called “lead gen pages” or “lead capture pages.”
Click-through landing pages have a call-to-action directing visitors to where they will take the desired action (purchasing a product, making a reservation, etc). They are generally used for B2C marketing purposes in e-commerce websites.
First Impressions: Well-designed landing pages presenting valuable offers would improve your click-through rate because they serve as the front door to your business website. Good customer experience at the beginning of your journey will lead to an increase in conversions.
Lead Generation: Pooling data for unique insights is a wise way to meet with your most purchase-promising leads.
Increase in Conversion: If you present something high in demand to a visitor through a landing page, your conversion rate for your predetermined company goals will increase.
New Product or Service Promotions: A dedicated and simple landing page reflecting the features, characteristics, benefits, appearance, or testimonials of a new product could be beneficial for increasing awareness of the product.
Credibility: Landing pages allow you to incorporate social proof. Visitors are more likely to purchase if they see real testimonials of people who are happy with the product experience.
Campaign Accountability: You can separate your campaigns from the website by generating different landing pages. This method provides you with insight to track which campaign is performing best.
Campaign Measurability: If you have one possible action on your landing page, your campaign results will be easier to interpret. You may think of a homepage containing 40 links as incapable of measuring reasons behind conversion success or failure.
Testable: Landing pages are optimizable for A/B testing, enabling you to create the perfect solution for your company's goals.
Increase in Search Traffic: A mobile, search-friendly landing page which follows the best SEO practices will drive more organic traffic to your website.
You have already grabbed the attention of your website visitors. Now, it is time for you to retain those users and convert them into new customers. The first thing a reader notices on your landing page is its heading. Using plain language would help you convince them to stay awhile.
The headline should be clear, easy-to-understand, to-the-point, and relevant to your business.
They used Pinterest to plan a dream trip. Here, let’s look at some good examples of landing page headlines;
While creating a call-to-action button for your landing page, you need to consider these tips;
An offer to obtain visitors' personal information may be in the form of a coupon, a discount, a free trial, or a gift. Whatever you offer, do not forget that you must create a sense of urgency in your content. It will then lead to an increase in conversion rates because deadlines induce a response from users.
While creating a landing page template, you should point out the essential attributes (VIAs) of your products or services. A VIA may be presented using three ways;
Benefits: Explain how your product features will meet your customers' demands.
Features: Tender the features of your product, especially the coolest and the most loved parts.
Pressure Points: Tell your user that you understand what they are going through, and you have a product to solve their problem.
It is possible to use two of them together. However, a combination is not preferred by most marketing experts because a landing page should look simple and easy at first glance.
Distracting elements can work when you’re trying to get the attention of a visitor but do not design your landing page by using lots of unnecessary visuals.
According to a study by Techjury, 63% of all US online traffic comes from smartphones and tablets. You do not want to miss the chance to convert mobile users into leads; therefore, you must generate mobile-responsive landing pages.
Once a visitor clicks a CTA and reaches your landing page, you need to make sure they stay there. Now that your SEO strategy has worked, the next step is to deliver information about visuals, content, and products as quickly as possible.
Google determines a good page load speed to be 2-3 seconds. Otherwise, 40% of your visitors will get bored of waiting for your page to load, and leave. This is why loading time matters a lot.
You can test your page speed using these tools:
You can use the following 10 best landing page builders to ease your job:
1. Capella University
What Capella University did well:
2. Cruise Zap
What Cruise Zap did well:
3. Glen Park
What Glen Park did well:
What Guideline did well:
What Magento did well:
6. Merrill Edge
What Merrill Edge did well:
7. Microsoft Power BI
What Microsoft Power BI did well:
What Munchery did well:
What Quip did well:
What Upwork did well:
We like sharing our knowledge with our visitors! You are very welcome to use our infographics on your own website for presenting information about how to create converting landing pages with proven methods.
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