What Is A Landing Page?
Are you looking to increase your potential lead base? Landing pages are an excellent tool for lead generation. They help to convince and encourage visitors to provide you with information in return for a valuable offer. Landing pages are crucial to the success of digital marketing as they facilitate the visitor to lead conversion. So, what is a landing page? What are its benefits, and how can you use it to boost your business? Our Perth SEO team answers these and more.
What is a Landing Page?
A page on your website on which a visitor arrives after clicking on an ad or offer is called the landing page. It aims to capture visitor’s contact information in exchange for a business resource or information. Newsletter subscriptions, community memberships, app download options, free trial offers, etc., are the most common example of landing pages.
Usually, a landing page will include a form to collect visitor details and is devoid of other distractions. They are created solely to convince a visitor that your offers are invaluable and worth the time, and helps in building user trust and driving conversions.
How can landing pages increase leads and sales?
When a person arrives on a landing page, an attractive proposition and a form will welcome them. The offer can be anything – a product discount, free service for a stipulated period, a comparison guide, a free e-book or anything that will provide value to the visitor. The offer should be concise and attractive.
If your landing page is effective in building trust, it can easily tempt the user into filling the form and giving you their details. This process converts them from a visitor into a lead.
Once the visitor shares their details, they will be saved in a database, using which you can market your services/products to them. If you have the right tools, you’ll be able to know which offer converted the lead and if they’ve had any other interactions with your website. This information can help you do target marketing by appealing to the lead’s interests. Once your marketing interactions succeed, you can easily make a sale. Thus, landing pages, when created properly, can increase leads and sales.
What are the benefits of a landing page?
Persuasive landing pages are an invaluable asset for digital marketing. Some of their benefits are as follows:
- Increase conversions: The primary benefit of a landing page is increased conversion rates. By highlighting one offer that can provide immediate resolutions to a visitor’s problem, they can help increase conversions and provide an enhanced user experience. They are also a powerful tool in determining which content would appeal more to which category of visitor. Creating targeted landing pages using that information will make conversions faster and easier.
- Boost quality email subscriptions: Typically, landing pages collect visitors’ emails and names. Since the visitors have shown an interest in your brand, the potentially high-quality leads in your subscription list increase remarkably. By continuing the interaction using “thank you” emails and more offers, you’ll be able to nurture strong bonds with the leads.
- Allows you to test and analyse: Landing pages are helpful testing grounds. You can test out visuals and textual content and figure out what page elements attracts the most traffic. Since they are often used for marketing a particular product or service, you can easily measure the associated metrics and analyse your business performance.
- Creates a solid first impression: Landing pages are the windows to your business’ core. A well-designed one will have a significant impact in increasing brand recognition. Even if a visitor does not immediately convert to a lead, the professional impression they have of your brand will persist, and that will help nurture leads in the future.
Research-backed offers increase conversion rates.
The first step in crafting a great landing page is doing background research. Dig around the marketing research data and current customer data and observe customer behaviours. Creating buyer personas or fictitious ideal customers will help you categorise your services and products. Once that’s done, you can target each persona with the content or offer they’re likely to be interested in. By doing so, the odds of conversion will be much higher, and your efforts will be more effective.
How to create a landing page that converts?
There is no one-fits-all formula – the function of each landing page on your website will vary, so the elements that will make them pop will also differ. But the following desirable characteristics generally can make them more effective.
1. Gripping headline: You need to capture the visitor’s attention the moment the page loads, and the best way to do it is by creating a compelling headline. Give them a reason to stay on the page and read on.
2. Convey the message: Once you have the visitor’s attention, it’s now time to present your offer to them. Create to-the-point proposals that highlight the value of your services. You can use bullet points to keep the reader engaged. Use images that are relevant to your offer and include testimonials if you can. But ensure that there are not too many page elements that distract the user from the offer.
3. Limit what you ask for: The form on the page should only ask for necessary details. If you ask for too much, the visitor will be reluctant to confide in you and would most likely click off the page. Email address and name usually suffice for the first interaction.
4. No navigation: Limit the number of external contacts on the page. Ensure the visitors can focus on the page and your offers. Any form of distraction can harm the conversion process. Try to keep the landing page short and informative.
5. Sharing options: It is crucial to include sharing options in the landing pages so the visitors can share your content with others. Providing a chance to promote your brand is always beneficial.
6. Test, test, and test: Check the content and make sure the text looks credible and attractive. Test all the options you’ve provided on the landing page from a user’s perspective and make sure it all works. Use A/B testing to find out what offers, or page elements work best for you.
Conversion – The process via which a person changes from a passive site visitor to an active lead or customer.
Buyer personas – Fictional representations of your ideal customers used to develop targeted content or offers.
A/B Testing – is a user experience research method where two versions of a webpage are compared to find which has more success rate for a given conversion goal.