A landing page is any web page that a consumer can land on, but in marketing, it’s usually a separate page separate from your home page or any other page that serves a single and focused purpose.
The landing page follows up on all the promises you made in your content. It’s the next step in turning a visitor into a customer. Your landing page will allow you a deal, some special offer, information or business in exchange for providing your contact information.
What is the purpose of the landing page is lead generation. Lead generation landing pages typically offer items such as an e-book, free trial, contest entry, or webinar registration in exchange for submitting contact information.
A good landing page will do its job by convincing a potential customer that it’s worth providing personal information in exchange for what you have to offer. Landing pages can be found through a general search or your company’s website, making it more likely that a potential customer will land on them.
Importance of landing pages
A survey of the effectiveness of landing pages showed some interesting statistics. 68.2% of landing pages had more than five call-to-action links, resulting in only 10.5% conversions.
The value of social proof on landing pages was confirmed by the fact that landing pages with happy customer reviews, photos and social media posts had a conversion rate of 12.5% compared to 11.4% for pages without social proof. Desktop-only versions of landing pages had a conversion rate of 10.7%, while mobile-responsive landing pages had a conversion rate of 11.7%. That’s why landing pages important.
When do you need a landing page?
There are times when a landing page is the most effective option for increasing sales or generating leads. It can be when you use PPC advertising, a lead magnet, to attract attention, attract different types of customers or for easier testing. It is also essential to know how to use landing pages.
A landing page dedicated to a particular ad appears higher in search results because Google judges the quality of a pay-per-click (PPC) ad partly by its relevance to the referring page. A dedicated landing page with PPC advertising can be used to introduce a new product, the exclusivity of which creates an impulse for sales. It can attract customers looking for a specific price.
And while event promotion should be featured on your brand’s website where existing customers can find it, using a dedicated landing page will attract customers who are only interested in the event.
A lead magnet is any applicable form-protected content where a user must fill out a form to receive the content. Design a landing page specifically for the lead magnet, focusing on content, structure and keywords. Content offers (lead magnets) include a webinar where a panel of experts answers consumer questions, an e-book, a free sample, or a limited service offer.
The landing page directs visitors’ engagement to the content.
Attract different types of customers. The content, style of the page, advertising and the offer it contains determines its impact on the target group of customers. Landing pages can be targeted at acquiring customers from a specific location, demographic, or those watching price and quality.
The landing page is a single page with a single focus, making it easy to test. With the right tools, a page can be tested frequently to make it impressive and user-friendly. Aspects tested include copy, voice, media or keywords.
Why landing pages convert more traffic
Landing pages drive more traffic because they focus on a single goal or call to action by providing information about a specific offer or item. It has limited navigation, and simplicity keeps the visitor focused on the goal rather than being distracted by several links that take them away from the page.
A dedicated landing page is also a traffic destination; when a high-quality ad promotes a single offer, visitors are more likely to become customers.
Different types of landing pages
In general, landing pages allow you to complete the click sequence with a dedicated page showing the visitor that they have landed in the right place. Busy homepages or product pages have the potential to muddy the waters while landing pages make it very clear what the result of a visitor’s click will be. By creating a landing page, you will refine and improve visitors’ interaction, thereby increasing the chances of conversion.
You’ll also ensure you get more from your PPC spend – you’ve already paid for that click, and a landing page will help pay it off. You can increase the chance of conversions even further by making sure you use the right kind of landing page.
Landing page vs website home page
First, some people may wonder why they should bother with landing pages when the primary goal is to drive visitors to their home page. The answer is that while your homepage traffic is undoubtedly good, it is less likely to convert than your landing page.
Home pages contain a lot of information and invite users to navigate different locations. If a visitor lands on your homepage with one specific goal, they may be turned off if they have to look at several other services and product options first.
The primary purpose of the home page is to direct users to other pages where they can find the information they want. Landing pages eliminate the middle step by being the page the user wants – and stating it in no uncertain terms.
Your homepage is general, whereas your landing page is focused and specific. While the home page draws visitors further to your website by showcasing all the options your business offers, the landing page offers one straightforward call to action.
Lead generation landing page
A lead generation or lead acquisition landing page is primarily designed to collect leads through a data collection form. These pages are versatile but are most often used in the middle of the sales funnel when customers evaluate your offerings and are on the cusp of either converting or leaving.
It represents both a request and a reward. The reward is the specific offer you’re promoting to get leads, and the demand is the information you request on the form. Request and compensation should be well balanced. Whatever you’re promoting has to be worth it for a customer to offer you their details and add them to your mailing list.
Click-through landing page
Unlike a lead generation page that relies on a form, a click-through page inherently doesn’t require a format. It’s a simple intermediary between your ad and the page you want to direct your customers to ultimately. It is often used, for example, to link an advertisement to a shopping cart.
It only requires a simple and short explanation of what the visitor found by clicking through and a bold and unmistakable call to action with a link to the destination.
Like the lead generation page, the squeeze page collects data. However, unlike a lead generation page, it is generally used at the top of the sales funnel. Its sole purpose is to collect email addresses to add potential leads to a general mailing list. They are short basic landing pages with bold headings and minimal content.
A clear call to action leaves the reader with no doubt about what to expect from a click-through. In addition to a short form, there should also be a link that takes the reader to the next step and an exit option if the visitor does not wish to continue.
The design of the sales page is often the most difficult. With this site, you are no longer just looking for potential customers. It’s the one you’d use right at the bottom of the funnel, and it has to convince people to buy, which is an entirely different proposition than the essential combination of a request and a reward.
Creating a page, from copy to design, requires a touch of finesse and a complete understanding of your customer’s needs and where they are in the sales journey. You could either sell too hard at this point and turn the client away, or you could undersell and lose anyway. This is where the good old art of selling must be incorporated into your design and communication tactics.
So we have discussed why landing pages are essential. So, every company or business needs to have a landing page and get leads from their targeted audience. Through the landing page, we can convert viewers into customers.
Stay connected in the next blog if you want to learn how to write a landing page. We will provide you with information regarding this.