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The first impression is important. A landing page is a web page that a person “lands” on after clicking on an e-mail address, an ad or through some other communication channel. If a customer doesn’t immediately like what they see, they probably won’t spend much time on your site and getting to know your business. That’s why anyone who is serious about digital marketing knows that the most important step when you get visitors to your site is to convert them into leads.
What is a landing page?
For this reason, a lot of time, money and resources are devoted to this issue. But what is the best way to do this? No doubt it’s a good landing page !
A landing page is a web page that allows you to collect data about site visitors. A good landing page is designed to target a specific audience, allowing them to become familiar with your offer and content and in an enticing way trying to translate them into the next stage of the advertising funnel. You can, for example, offer them some useful free content and thus convert a higher percentage of visitors into potential customers, while getting the necessary information about them.
Make the choice easy
Once on your landing page , users should be prompted to take some action, such as signing up for your email list or purchasing your products. If the user takes specific desired actions, then your landing page is successful.
When designing a website one of the first things that comes to mind is to provide as much information as possible. Everyone wants to make sure that potential customers can find what they are looking for , so they try to put as much information on the site as possible. While this is not necessarily harmful to the site, it can be disastrous for the landing page.
A landing page usually encourages users to take only one action. Why?
This is due to a phenomenon called the “paradox of choice.” Simply put, this means that the more options you give people, the harder it is for them to make a decision and act. The theory of the paradox of choice tells us that there is a point at which providing too many options makes it difficult to make a decision , and then it is quite possible that consumers may not make any decision at all. A landing page is therefore very important because it limits the number of decisions a visitor can make, allowing you to guide them to the outcome you want.
Loud and clear
Landing pages differ from other pages on the site, because they focus on specific, short-term goals, in order to get the desired results. In addition to increasing conversions, improving paid advertising campaigns and providing new insights into your target audience, a landing page can also increase your credibility. Customers typically appreciate clear, simple messages that explain the value of what you offer.
A well-planned landing page shows your customers that you have their interest in mind. This is also the place where you can insert reviews about your product or service, which is an element of social proof . Social proof has been proven to increase conversion. That is why it is very important to pay special attention to this segment of your strategy.
You also strengthen your brand with a quality landing page . This is reflected through consistency in the look, tone, style and copy of the site. Having a clear and strong brand has several advantages. When your users don’t convert right away, a strong brand identity can help them remember you in the future. This means that they may decide on you after a while or even recommend you to a friend.
What else does the landing page bring?
Too many companies send their leads from the Internet to their home pages. You will keep a much larger number of leads and get even more interested by simply sending them to targeted landing pages . These pages provide a very simple way to generate leads that you can easily segment and move further down the sales funnel.
Every time a potential client converts through a landing page , you collect valuable information about them. With this information, you can create profiles of users who are more likely to convert, giving you a basic picture of potential customers before they even show up.
By creating a landing page, you create another valuable source of data for your marketing strategy. By tracking and analyzing metrics related to your landing pages , you can gather a lot of insight into your marketing efforts, which can help you optimize and improve your marketing.
What are the basic elements of a loading page?
Let’s look at the basic elements that every good landing page should contain.
The title is the first thing visitors are likely to see when they come to a landing page. A good title summarizes the offer as clearly as possible and answers the question: What will visitors get with this conversion? Good copy goes without saying. The text should explain the value of the offer clearly, simply and convincingly. No long text, short and concise. Keywords , as for any other part of the site, should be used on this page, in the title, headers and text, in order to optimize it for search engines.
A landing page that contains a relevant image gives visitors a tangible idea of what they will get and makes it much more visually appealing. Social sharing links allow visitors to easily share the page with their friends, thus expanding the reach of your page. And perhaps the most sensitive part of the landing page is the form for leaving data. It should be clear and easy to use and require only the necessary data.
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Made by Nebojša Radovanović – SEO Expert @Digitizer