A landing page: what is it?

Any web page that a consumer can access is a landing page, but in marketing, one that is different from your homepage or another page with a clear purpose. In response to any guarantees you may have made in your content, a landing page is generated. In other words, it’s the phase after a visitor will become a client. Your landing page allows you to exchange contact information for a transaction, unique offer, piece of information, or deal.

Landing pages can be click-through, lead-generation pages that send visitors to other pages, such as your e-commerce site. Lead generating landing pages usually provide items like an eBook, free offer, event entry, or webinar registration in return for personal details. A successful landing page will accomplish its goal by persuading a potential consumer that it is beneficial to trade their personal information for whatever it is you are offering. If a potential customer can reach your landing pages via a normal search or your company website, they seem to be more likely to do so.

There is no reason to limit yourself to having one landing page, let alone one landing page at a time. In fact, marketing experts may advise you to keep a number of landing pages that are customized to different customer segments.

Landing Pages: How Beneficial Are They?

An examination of the efficiency of landing pages uncovered some fascinating data. Only 10.5% of conversions took place, but 68.2% of them happened on landing pages with so much more than five call-to-action buttons. Yet, the conversion rate for landing pages with just one call to action was 13.5%.

Future research proof of the value of social proof on landing pages comes from the conversion rates for pages with favourable customer reviews, photos, and social media posts, which are 12.5% comparing to 11.4% for sites without social proof. When landing pages were optimised for mobile devices, the conversion rate increased to 11.7% from 10.7% for desktop-only landing pages.

How Do Landing Pages Work?

You did a fantastic job developing your identity and making a website to reflect it. Be certain that all of your hard effort results in sales right now. Landing pages are unquestionably the way to go if you are looking for a lead conversion solution.

A landing page is an excellent tool for boosting traffic, improving SEO, and building your brand. It could also be part of an effective PPC strategy. 68% of B2B organisations utilise landing pages to generate business for possible conversion.

1. Maintain a simple design

A landing page’s visitors should not be overloaded with information. Build your page around one primary message that you have selected. This entails using single-column designs with just enough text to convey your point, using white space or negative space, and maintaining a simple website design. Consider this Hulu welcome page, which employs a single background image that has been muted with a coloured filter and clear, white text to deliver a simple offer.

2. Make use of CTA Buttons

Your landing page needs to clearly state its goal. Most frequently, visitors are encouraged to take a straightforward action, such joining a newsletter, obtaining a brochure, accepting a special offer, or beginning a free trial. Include a description of your offer in your CTA button to make it clear. For instance, Target clearly states on its women’s clothing product landing page: “30% off popular garments online.” Clicking “Get the deal” will allow visitors to either learn more or begin shopping.

3. Include Consumer Reviews

It’s critical to offer testimonials from pleased customers who speak on favour of your product at a time when people are losing faith in brands and newspapers. In actuality, 84% of those who read online reviews have the same level of faith in them as they do in personal recommendations.

For instance, Slack displays quotes from content customers who are pleased with the service. It even has a CTA encouraging users to read the customer’s tale in more detail.

4. Add Contact Details

You can provide your contact details to website users in a variety of formats. You can include a contact form, email address, or phone number on your landing page. There are also connections to Shopify’s help pages and those of other businesses. Consumers are already aware that help centres contain contact information, responses to frequently asked issues, and instructional.

5. Maintain Ad Continuity

If someone visits your landing page through an advertisement, you must fulfil the promises made in the advertisement on your landing page. The graphic components of your advertisement should also flow seamlessly into those on your landing page to provide customers a more fluid and intuitive experience. For instance, if your advertisement features a certain product, the landing page ought to include further details about it or a link to make a purchase. For instance, the game production business Goodgame Studios published native advertisements encouraging new users to sign up for one of their games.

Advertisements included screenshots of the game’s characters along with exhortations to “Join Us and Enjoy With Millions of Players!” Users could sign up and begin playing the advertised game quickly after clicking through to the landing page for the game.

6. Test A/B Important Elements

A/B testing is essential for optimising landing pages. Instead of thinking which landing page components are most effective, test them against one another and allow your audience data guide your decisions. To evaluate which CTA generates more clicks, such as “Download now” or “Get your free ebook,” you can run a landing page test. Alternately, you may test whether a white or blue backdrop keeps visitors on the website for longer.

You have almost infinite options for A/B tests that you may do. For clear results, just test one element at a time, such as photos, headlines, copy, colours, buttons, layout, or page length.

7. Organize Important Features above the Fold

A webpage doesn’t physically “fold” like a print page does. Above the fold, as used by digital marketers and publishers, refers to the area of a webpage that users can see without having to scroll down. What do you want visitors to see on your landing page before they take action? The most crucial information, is the response. This often consists of a title, text, an eye-catching illustration, and a call to action. You swiftly convey your core point by putting key elements above the fold. Users can choose whether to scroll further once you’ve caught their attention.

Conclusion

Optimizing your landing pages is vital to improving website conversion rates, generating leads, and maintaining audience interest in your messaging. In addition to improving user experience, high-converting landing pages significantly lower client acquisition costs and guarantee that you’re getting the most out of your advertising campaigns.

In summary, the following ten strategies will help you optimise your landing pages and boost conversions:

Maintain a simple design and use CTA buttons

Adapt it to mobile devices

Reference testimonials

Insert social sharing buttons

Maintain Ad Continuity

Feature critical information above the fold

Use SEO keywords

Make use of the Concise Copy A/B Test Important Components