LANDING PAGES
WHAT IS A LANDING PAGE?
A Landing Page is a page where every element is focused on converting a user into a lead, opportunity or customer. Also known as destination pages or conversion pages, Landing Pages are widely used in Digital Marketing campaigns because they tend to have high conversion rates.
Creating a Landing Page gives you a dedicated entry page to attract visitors to your website. This is the page where every user's journey begins. If you have an online business, you'll need a high-converting landing page.
Unlike any other page on the website, a Landing Page is developed exclusively to capture as many potential customers interested in our services/products as possible, to the point of creating empathy for the brand and spontaneous engagement.
They're mostly short pages with concise content that make navigation and understanding the value proposition easy. A high-converting, content-focused Landing Page can increase a Google Ads campaign's conversions by up to 40%.
An ordinary web page can be loaded with menus, links, articles, sidebars and many other elements. That's why a landing page is so important: its main focus is for the user to become a customer or clearly see the great opportunity in front of them.
25%
increase in conversion when using a landing page in a campaign.
8
in 10 people only read the headline, and 2 in 10 read the rest of the page
86%
is the potential increase in conversions when using videos on landing pages.
120%
is the potential increase in conversions when reducing the number of form fields.
ESSENTIAL ELEMENTS
OF A LANDING PAGE
The main elements of a page are the headline and subheading. They should convey your offer's value proposition clearly and directly.
The goal is for users arriving on the page to stay interested and identify with the offer, wanting to read the rest of the page.
Five seconds should be enough for users arriving on a landing page to understand:
– The page's topic and purpose;
– Your company's line of business;
– What they'll get if they contact your company.
On a landing page , using images is essential, so they should be used whenever possible.
Use an illustration to break up the content whenever appropriate, but make sure every image used is in context and fully reflects the offer.
If the offer is, for example, an ebook or some kind of app, show images of the ebook or software to convey credibility about the offer.
A conversion page needs more description of the offer to sell the idea well. It's essential that the description concisely conveys the purpose of the offer and the value it can create for those who convert.
The offer description landing page must spark curiosity about what hasn't yet been said and increase the user's desire to click the so-called Call to Action button (for example, "sign up now", "Book a meeting" or "Request a quote").
Where the offer is complex and needs more explanation, other elements can also be used, such as explainer videos or a sample of the content, for example an embedded Slideshare presentation.
Forms are one of the most important parts of a Landing Page: it's where conversion happens. It's not a hard rule, but the more information a form asks for, the lower the conversion rate.
Create simple forms with the relevant information, and avoid questions that add nothing to lead nurturing and will annoy users by making them answer so many different questions.
Just as too many fields is harmful, leaving out important information can harm the planned strategy. So we need to think about what information is essential to know whether that user really is a potential customer.
Beyond the main elements – headlines, images and descriptions – there are other elements we can and should use on Landing Pages. Examples:
Guide the user's gaze: use directional elements on the site, such as arrows or an image of someone looking at the form. The human eye tends to follow these cues, which can influence conversion.
Social proof: add testimonials from other people who bought, downloaded or found value in the offer. As people tend to consume content others have recommended, social proof can be a way to increase conversions.
Sense of urgency: add a countdown to when an offer expires on the page to encourage undecided users to act faster. This strategy is common on hotel booking sites, which show how many rooms are available at that moment.
HOW DO YOU PROMOTE A LANDING PAGE?
Social Media
Use the social networks where your business is present to generate Leads. Facebook, Instagram, LinkedIn: all these networks have people who may be interested in your offer.
Website / Blog
Make the most of existing traffic by promoting a Landing Page on your website's most visited pages to generate Leads, and optimise your site or blog for conversion.
Email Marketing
Email Marketing lets you distribute relevant content to your contact base and strengthen your relationship. We can send an email to promote a new offer or new content and monitor its performance.
Online Advertising
Contrary to what many people think, online advertising usually has a higher conversion rate, up to 25% more than organic traffic. Besides organic reach being low, paid ads can be targeted, which increases their effectiveness.
Promoting an offer through a Landing Page is essential to ensure a return on investment (ROI). On this type of page, users have only two options: fill in the form in exchange for the offer, or leave. Having few options greatly increases the likelihood of the user converting.
QUESTIONS ABOUT LANDING PAGES? WE HAVE THE ANSWERS.
FAQ
In a digital marketing strategy, a landing page is a page designed to generate conversions, whether a customer, lead or opportunity. It has several elements optimised to convert the visitor into a lead, such as compelling copy, a form and a call-to-action (CTA) button, among others.
A landing page can have different goals within a digital marketing strategy. But the main goal is just one: generating leads.
The essential structural elements of a successful landing page are:
-Headline and subheading;
-Image;
-Offer description;
-Form.
- Write the landing page headline;
- Write the landing page subheading;
- Write the landing page descriptions;
- Choose the images for the landing page;
- Select the page template that best suits the content;
- Add the content to the page layout;
- Decide which form fields are essential;
- Customise the page's identity and images.
To promote a landing page and get more visits, we can use several channels: social media, blog, company website, email marketing, paid advertising, etc. Beyond these channels, you can work on the landing page's SEO so it can be found on Google organically.
your conversion rates.
