A landing page is a standalone web page in your site. This is distinct from your site, and serves a specific purpose for your visitor to take action. Visitors cannot navigate to other pages on your primary site. The landing page aims to limit the options of your visitors to aid you in achieving your conversion goal.
Conversion goals vary for each site. If you want to boost your product or service sales, these can help increase your income. If you want more email subscribers, these can help increase signups. If you are aiming for lead growth, quality landing pages can help you with that.
Types of Landing Pages
A click through landing page aims to convince the visitor to click-through another page. Usually used in sales pitches, this serves as a buffer to entice visitors to order a product or avail a service. This type of landing page provides the visitor persuasive information before leading them to purchase. Bounce rates will tend to increase if you miss out on this because your visitor feels unprepared or rushed to order.
A lead generation page aims to acquire data of the visitor. Usually, the name and email address is asked of. This is commonly seen prior to downloading certain documents, signing up for a free trial, or registering for an event.
Benefits of Landing Pages
Primarily, landing pages increase conversion rates. Your visitors are more likely to respond to your call to action on a landing page. This goes for any kind of action that you would want your visitors to take.
Landing pages allow you to address you target audience better. If you have a number of demographics you want to cater to, this could help you a lot. You can customize offers depending on the type of audience you are targeting.
Changes in your landing page are more flexible compared with changes on your homepage. It’s easier to test various factors you can vary to find out which effectively increases conversions. These changes affect only the landing page, not your entire site. When you are able to find a way to increase conversions, you can then try applying it to your homepage.
In line with changes you can apply to your landing page, testing for the best conversion method is easier. A lot of landing pages have built-in A/B testing tools to pick the best version of your page. Reporting tools help you see the effectiveness of your landing page in terms of conversions.
Setting Goals for Your Landing Pages
Prior to creating your landing page, your goal for this should already be made. Set expectations and its parameters to help measure its effectiveness. A quantitative measure, such as a specific number for comparison, is more helpful and easier to gauge.
Creating Your Landing Page
The call to action (CTA) is the most important element of your landing page. This has to be aligned with your goal. All the elements of the landing page should support this for a clear message to convey to your visitors.
Assuming the interest of your visitor to what you have to say, your landing page should contain only pertinent information that they need to know. This should also entice them to positively respond to your call to action. Make your wordings brief, yet concise.
Only vital information should be requested on landing pages with forms. Make the entire landing page experience as convenient for them to navigate as possible. The simplicity makes it easy for you to manage the data as well.
Site navigation links differ from links found in the landing page. Links available should only be the CTA button, and a link for additional information if necessary. The latter is to aid in convincing those who need more input on the matter at hand.
Focus on designing the elements of your landing page to help convey your message. Refrain from using busy or conflicting visuals so your visitors won’t get confused. All the elements of your landing page should be consistent with your brand and message.
The font style on your landing page is something to be considered too. This goes the same for the font sizes as well. You should also be conscious of the length of the line to make it readable.
In your layout, make sure that your CTA is near the top of the landing page. Your visitor can click it easily sans the extra effort of scrolling. This banks on the percentage of landing page visitors who will positively respond to your CTA upon arriving.
When your visitor decides to convert, make sure that they scroll minimally. Still, you should pace your CTAs regularly throughout the page. This strengthens the emphasis on the CTA.
Traffic Optimization for Better Conversions
Landing page traffic optimization differs according to your business goals and the amount you are willing to shell out for it. Free traffic options are available but end up in you paying later on. This also requires more strenuous effort on your part in the long run.
Small businesses utilize pay per click advertising (PPC) to receive traffic on their landing pages. Google and Facebook host the most popular PPC advertisements. Optimization of your landing page safeguards your PPC marketing campaign to stand out from the others.
Optimize your landing page traffic by showing your visitors that you are worthy of their trust. Testimonials, positive social media mentions, and/or flattering media clips can be included. These aid in making a deeper connection with your visitor to increase your conversions.
Make sure you present your brand to give the best solution to your visitor’s problem. You could also be the best one to satisfy their curiosity. Your unique selling proposition (UPS) entices your visitor to act on your ad, especially when it is delivered smoothly in the ad.
Deliver to your customers what you have advertised. Your customers want what they want when they want it. Being true to your word can help boost your conversions.
Be creative with your CTA. Common terms used are “Order,” “Subscribe,” or “Submit.” Think of creative and catchy ones in line with your brand to make it interesting to your visitors.
Wrapping it up
When created properly, landing pages are beneficial to you and your visitor. All the elements should be aligned with your brand. You should be able to convey your message consistently throughout the page to ensure maximum effectivity and conversion.