What is a Landing Page?
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, on the other hand, has the purpose of giving information about an organization.
How Do Landing Pages Work?
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).
or
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.
Types of Landing Pages
A landing page may be in the form of two basic structural types:
1. Lead Generation Landing Page
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.”
2. Click-Through Landing 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.
Why Use a Landing Page?
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.
How to Create a Landing Page - A Step-by-Step Guide
1. Write an Effective and Attractive Headline
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;
- Carrot – “Lead with clarity”
- Clever – “Why do 89 of the top 100 school districts use Clever?”
- Skiplagged – “Ridiculous travel deals you can’t find anywhere else.”
- Bonfire – “Design and sell your next favorite shirt”
- Overflow – “User flows done right.”
- Amicus – “Direct mail that ends up on the fridge”
2. Generate a Call-to-Action
While creating a call-to-action button for your landing page, you need to consider these tips;
- Make sure your CTA appears in a distinct, clear, and visible place.
- Use attention-grabbing cues such as arrows to attract your visitors' attention.
- Apply A/B test to your CTA before sharing it with your website visitors.
Best Landing Page Call to Action Tactics to Boost Conversions
3. Offer Something Valuable
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 (FOMO) in your content.
It will then lead to an increase in conversion rates because deadlines induce a response from users.
17 Best SaaS Landing Page Examples & Why They Work
4. Present Benefits, Features or Pressure Points
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.
5. Don’t Use Visual Junk
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.
Here are a few tips and tricks to consider:
- A simple, even a white spaced design encourages visitors to take action more.
- Rather than trying to indicate the important points with lots of words, use big fonts to attract attention.
- Bullet points help readers scan text easier.
- Video content enhances conversions by up to 80%. Therefore, you may present a video with informative data or a testimonial on your landing page.
- If possible, use relevant graphs, statistics, and press mentions on your landing page because they increase the credibility of your product in the eyes of a user.
6. Create Mobile Responsive Landing Pages
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.
If you are not sure how to control whether your page is mobile responsive or not, you may use tools such as Responsive Design Checker, Google Search Console, and Mobile Test Me.
7. Optimize Page Speed
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:
10 Best Landing Page Examples
1. Capella University
What Capella University did well:
- Relevant image
- Problem addressing headline
- A brief explanation for why to enroll in the university
- Message-matching call-to-action
- A/B Test availability
2. Cruise Zap
What Cruise Zap did well:
- A significant discount in the headline
- Encouraging call-to-action
- A second-person pov
- Video testimonials
- Frequently asked questions
- A/B Test availability
3. Glen Park
What Glen Park did well:
- Credible accreditations
- A short explanation for why to choose the tour
- Good visual feel with floor plan images
- Clear call-to-action
- A/B Test availability
4. Guideline
What Guideline did well:
- A headline highlighting the services
- A short form asking no unnecessary information
- Two calls-to-action
- Benefits bulleted
- Social proof indicating credibility
- A/B Testing availability
5. Magento
What Magento did well:
- Encouraging call-to-action
- Social proof from reliable sources indicating credibility
- A quote giving a sneak peek of the report
- Attention-grabbing iconography
- A/B Testing availability
6. Merrill Edge
What Merrill Edge did well:
- Clear headline
- Current market summary image
- Iconography pointing out the benefits of the offer
- An explanatory account creation process
- An attractive call-to-action
- A/B Testing availability
7. Microsoft Power BI
What Microsoft Power BI did well:
- A strong headline
- Bold words emphasizing relevant phrases
- Benefits of downloading the e-zine
- Clickable privacy policy and trademark links
- A/B Testing availability
8. Munchery
What Munchery did well:
- A well explained headline
- Relevant image usage
- Customer reviews
- Customer favorite meals
- Multi-step form for visitors
- A valuable offer: 20% discount for the first order
- A/B Testing availability
9. Quip
What Quip did well:
- A clear and to-the-point headline
- A direct and clear call-to-action
- Images of different sized brushes
- The visual appeal of the benefits of using Quip’s products
- Frequently asked questions part enabling a visitor to decide easily
- A/B Testing availability
10. Upwork
What Upwork did well:
- A how-to headline explaining the benefits of learning how enterprises are using online talent
- The big Upwork logo increasing brand awareness within visitors
- A/B Testing availability
How to Create Converting Landing Pages? - Infographic
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.
Final Words
And that’s all for now.
These top tips for crafting the ultimate landing page can help you boost user engagement and conversions.
From focusing on an effective and attractive headline to generating a positive call-to-action, and much more.
Take the steps seriously and you'll be on the right track to success.
And don't forget to keep it simple and mobile-responsive.
Now, go forth and put these tips into action, and don't be afraid to look to some of the best landing page examples out there for inspiration.
Frequently Asked Questions
What is a Good Conversion Rate for a Landing Page?
A "good" conversion rate will vary depending on the specific goals and industry of the landing page. Generally, a conversion rate of 2-5% is considered average, while rates above 10% are considered high.
How Can I Improve My Landing Page's Conversion Rate?
Start by optimizing the page's design and layout and enhance the copy and messaging. Make sure the page loads quickly, segment your audience and personalize the experience.
How Do I Add a Landing Page to My Shopify Store?
Using a landing page builder app, third-party software, Liquid, adding a subdomain, or simply adding a new page within Shopify's admin panel you can add your Shopify store landing page.
