Landing pages offer your audience relevant information and serve your most important CTAs. Here’s how to make sure your landing page is optimized for conversions.
- Landing pages are the natural next step in your digital marketing campaign, taking visitors to a webpage with more information about your offerings, with the express purpose of getting them to make a purchase, sign up for your emails or take another action.
- Landing pages are most successful when they have a clearly defined audience and call to action.
- It’s not as easy as making a landing page and hoping for the best; you’ll have to follow a set of best practices to get the most out of your landing page.
- In this article, you’ll learn the purpose of a landing page and best practices to build a landing page that attracts visitors and turns them into customers.
mediaindonesia.net– In the world of digital marketing, few things are more coveted than a conversion – someone clicks your ad and is interested enough in your product or service to learn more, sign up for your newsletter, or even make a purchase. These campaigns are anchored to landing pages, designed to motivate your target audience to take action. If you want to optimize your landing page for conversions, this guide includes important tips you should know.
What is a landing page?
A landing page is a page on your website designed for a digital marketing campaign. These pages include specific information, often tailored to a specialized audience, that reflects the message and objectives of the marketing campaign.
Why do you need a landing page?
While some may define landing pages as any page on your website where a visitor ends up, technically that’s not the definition. Landing pages are launched specifically for the purpose of a digital marketing campaign.
A landing page is important for digital marketing campaigns because you can use the space to target audiences with different needs. For example, a software program can have many features that are beneficial to certain industries, such as students, graphic designers, and home office professionals. Through landing pages, the company can customize messages to talk about student benefits, launch a page dedicated to graphic design, and have another page just to talk about the tools offered by the small business software.
Landing pages are also purposeful in their end goal: to get visitors to engage with your company. This can take many forms:
- Registering for an event
- Calling your place of business
- Making a purchase
- Scheduling a consultation
- Downloading a whitepaper or e-book
- Engaging with a chatbot on your website
- Filling out a form
- Signing up for your company’s email newsletter
What’s the difference between a landing page and a webpage?
A landing page is designed with the express purpose of luring visitors to take action following a digital marketing campaign. With a landing page, you can personalize your messages and target your content to any demographic or audience, allowing you to easily segment users and reach more people who may have different interests that lead them to consider your products or services. Some marketers may use an existing webpage as a landing page, but it’s not always the best option for your business.
What should be included on a landing page?
The information you should include on a landing page depends on your goals, but some main points should be present.
- Headline: Use the space at the top of the page – called “above the fold” in marketing lingo – to catch your visitor’s attention.
- Forward-facing summary of the campaign goals: Use the space directly underneath the headline to briefly explain your talking points or what you’re offering.
- Social proof: If you have testimonials from satisfied customers, positive reviews on social media, or happy bloggers who sing your praises, use those items to show visitors that they can join a long list of happy clients when they work with your business.
- Trust logos: The goal of a trust logo is to demonstrate authority or security. Trust logos can include the logos of companies that work with you, badges of awards you’ve received from other organizations, or business associations of which your company is a member in good standing.
- Calls to action: Also known as “CTAs,” these are typically buttons or short forms that entice the visitor to follow through. If you’ve ever seen a “contact us” or “download now” button while reading content on a website or landing page, you’ve seen a call to action.
Those may be the main parts of a landing page, but what precisely should you write about within these sections? To decide what to include on your landing page, ask yourself these questions:
- Who am I targeting? Your products and services may be important to separate audiences for different reasons. Tailor your landing page for each target audience. You may even want to create a unique landing page for each audience.
- What does my target audience need to know? As you write your summary and bullets for the landing page, make sure they convey the most important information. Cover the what, why and how in this space.
- What action do I want visitors to take? Whether you want visitors to buy your product or call your hotline, the information you include should be shaped around this key action.
How do you create a landing page?
If you work with a web developer or have the skills to create it yourself, you can create a new page on your existing website as a landing page. While this page doesn’t have a link in your website’s navigation bar or footer, it will still help you capture leads from your digital marketing campaign. Just make sure you’ve set up visitor tracking tools correctly so you can track page performance.
If you’re looking for a DIY or more affordable alternative, a landing page builder might be the right choice for you. A landing page builder aims to create intuitive pages that make it easy for your customers to take action. Note that a landing page doesn’t replace a full website, but you can use it in conjunction with your website or even if your business doesn’t have a website yet.
Some examples of landing page builders are Google Sites, a free tool you can use to create landing pages; Unbounce, an affordable option ideal for small businesses; and Leadpages, which specializes in product sales. Additionally, some integrations you may be using currently, such as Mailchimp for email campaigns, may support the creation of landing pages.
How do you make a landing page that converts?
To make sure your landing page motivates your audience to follow through on your CTAs, incorporate the following tips:
- Keep it simple. Landing pages should get right to the heart of the action you want your visitor to take. If you want to make sales, include content that directly explains why the visitor should purchase your product. If you want the visitor to fill out a contact form, boil it down to the basics so they can quickly and easily fill out the information you need most.
- Include calls to action. Be clear about the action you want the visitor to take, whether that’s to make a purchase or sign up for a webinar. What’s more important, though, is that it’s easy for your visitors to take that action.
- Prioritize the user experience (UX). The last thing you want to do is frustrate visitors who can’t find what they’re looking for. Ensure that your content is to the point and easy to follow. This ties in to the call to action: An uncluttered, clean design ensures that the CTA is easy to find and entices visitors to take the action you want them to take.
- Test, test, test. Create more than one variation of your landing page, and compare the results to see which version performs better. Going forward, stick with the landing page that gets the best feedback or nets you the highest conversion rate. This is known as A/B testing.
- Study the analytics. Collecting anonymized visitor data through tools like Google Analytics can help you make improvements to attract, capture and convert more visitors. For example, if you find that only a small percentage of visitors are signing up for a webinar advertised on your landing page, you may want to alter the landing page design to put the sign-up button front and center.
What makes a good landing page?
These practices are essential to developing an effective landing page.
- Keep the copy brief. Your landing page’s copy should be short, sweet and to the point. Most website visitors spend fewer than 15 seconds on a webpage – so make sure visitors are grasping the most important points before they move on.
- Lean into clean design. While design trends are constantly in flux, the preference for crisp and clean design is here to stay. Your page should be intuitive and easy to follow so the navigation won’t frustrate visitors who just want the essential information.
- Consider contrast. Embrace negative space, the blank areas between design elements. This breathing room helps the main elements of your landing page stand out.
- Make sure it works, no matter where it’s viewed. Use browser tools such as Google Chrome’s Inspect to ensure that the landing page looks right on all types of screens – computers, tablets and smartphones alike.
- Ditch video – sometimes. This is particularly important for mobile landing pages, where video can take up too much bandwidth and load too slowly. However, this could change in 2021 as 5G speeds unroll across the U.S.
- Tap into testimonials. A whopping 97% of online shoppers turn to reviews to influence their decisions. Use space on the landing page to showcase some of your top reviews.
Launch a landing page for your next campaign.
Before submitting your next digital marketing campaign, reconsider what your visitors will do after clicking. Do they just go to a contact form or do they go to a special webpage that appears to be personalized just for them? The latter will go much further than any generic page, and this is where landing pages work their magic.
As you prepare your landing page, think about the customer journey – what they need to know and what you need to get them to act. The result of a carefully designed landing page is increased conversions and a successful digital advertising campaign.