It’s where a visitor “lands” when they click on a link in an email, social media post, or online ad. A landing page is a web page designed specifically for marketing or advertising purposes. It is where a visitor arrives when they click on a link in an email, social media post, or online ad.
When someone clicks on a link in an email or a Google ad, they’re brought to a page that gives more information about what was in the headline.
It is better for the user to land on a page that has the information they are looking for, rather than the home page and having to search for it themselves.
However, in order for this page to be effective, you need to have a complete understanding of landing pages.
Types of Landing Pages
1. The Lead Capture Page
A landing page is a page on a website where you can capture information about your leads.
A lead is someone who is already interested in your product or service and could potentially become a customer.
Someone who is engaged with your content may follow you on social media, attend your events, or be a part of your email list. They may also take actions such as frequently viewing your content, liking or commenting on your posts, or sending you messages.
Even though they have not yet paid for one of your products, you still want to design the forms for these people because they have a connection to your brand.
An effective lead capture page has six important elements.
- A headline with a strong message match
- Conversion-centered design
- Appropriate media choice
- Intro with bullet points
- Urgency factors
- Trust factors
2. The Click-Through Page
Middlemen such as mediators, insurance brokers, and real estate agents typically try to make potential customers interested in a product or outcome before selling it to them. Similarly, click-through pages on websites are designed to get visitors to interact with the site before they leave.
It’s important to be clear, concise, and confident when you’re trying to sell someone on an idea. You need to be able to capture their attention and explain why your idea is worth their time and money.
Before you make the request, start with a big statement that communicates the value of your product or service.
If you want your business to be seen as an opportunity instead of a risk, make sure to highlight successes, stories, and proof of customer satisfaction. This will help show potential customers that your business is worth their investment.
But as you scroll down the page, that bold statement is reinforced with:
- Named benefits further communicate the concept of “getting more done, for less.”
- Not one but TWO free and quick product demos
- Success metrics from past customers
- Ready-made templates
- Success stories
Use these pages to walk your talk.
3. The Splash Page
While not technically a landing page, a splash page can serve the same purpose for visitors before they’re able to access the rest of your website. It’s an opportunity to:
- Communicate important information such as language, region, and cookies
- Verify a visitor’s age
- Promote a new product
- Advertise a discount
- Offer inspiration
When contactless delivery was introduced, many restaurants used splash pages similar to the example below to communicate their new methods and provide more information about their safe procedures.
Another common use of splash pages is creating a single-focus CTA that prompts users to join your email list.
Customizing Your Pages by Audience
You should make sure that your landing pages are tailored to your audience.
You’ll need to understand the language they use, the trends they’re into, their industry culture, etc. to attract new leads. The better you can pinpoint where they are in the buyer journey, the more effectively you’ll be able to nurture them from interest to post-purchase.
You might be wondering how you can keep your audience engaged throughout the whole journey, especially if their preferences for content change. It can be difficult to account for everyone’s individual preferences, but there are some methods you can use to try to appeal to as many people as possible.
It can be difficult to keep engagement high and take into account all the different aspects of your audience when those things are constantly changing.
It would be helpful to have a system that automatically combines user preferences and adjusts content accordingly, sending the most relevant information to the people who are most likely to be interested in it.
The appeal of marketing is its ability to make customers feel as if the message was created specifically for them. The goal is to have them read it and think, “How did they know I was thinking that?”
While A/B testing only allows for two groups, Smart Traffic creates multiple groups.
Smart Traffic optimizes your page variants after only 50 visits in order to match people to the page that those similar to them have converted on in the past.
By segmenting their audience, marketers are able to create more personalized communication that combines buyer intent with demographics.
If you personalize your marketing strategy, it will only cost you half as much to acquire customers. Also, visitors are more likely to be engaged if the messaging is more specific and relevant to them.
We don’t want to waste time or money on campaigns that don’t result in conversions.
Creating a Landing Page that Converts
Design and Structure
1. Make it Clear and Simple
You only have eight seconds to make an impression before visitors leave your page.
The easier it is for someone to sign up, download or schedule something, the better. Having fewer steps makes it more likely that people will do it, so long forms are a bad idea.
2. Remove or Limit Navigation
The presence of a navigation bar on a website’s homepage can be a contributing factor to a high bounce rate, as it provides visitors with the opportunity to leave the landing page and explore the rest of the site, rather than converting.
3. Use Whitespace
Create landing pages that are easy to skim and don’t have too many details. The whitespace balances the text and images.
4. Grab Attention With Visual Content
Images, videos, screenshots, or illustrations that show the product, an e-book, or anything else related to the form or call-to-action can be helpful. Extra points if the visuals include cues that suggest the form or CTA.
5. Use Readable Font Size
Tiny, tiny text is frustrating to read.
It’s generally a good idea to use larger font sizes for headlines and smaller font sizes for legal text. Keep in mind that mobile screens are usually smaller than laptop screens, so your text will appear smaller on mobile devices.
6. Break Up Text in Bullet Points or Lists that are Easier to Digest
You can have more or less text on the page depending on the offer and the commitment it requires from the visitor. To get people to read it:
To get people to read it:
- Make the text skimmable.
- Point the most important details, use bullet points to list benefits, and break up long paragraphs.
- Pay attention to the line space as well.
7. Adjust the Color Contrast
It is important to use colors in any design, and it is good to use the colors that are set up in the brand style guide. These colors will help make the text and images stand out.
If you choose the wrong colors for your website or marketing campaign, it can ruin everything. Even if you have a great offer, you’re not likely to get any leads if your colors are off. Plus, people with visual impairments may not be able to access your website if you don’t use the right colors.
8. Set Apart With Your Branding Styles
Your logo, along with your brand colors and any other styles you use, should be present on your landing pages. The goal is for people to recognize you immediately and know that they’ve landed in the right place.
Your ads, emails, social posts, and landing pages should be visually cohesive.
9. Optimize for Mobile-First
A one-second mobile load delay can impact conversion rates by up to 20%. Make sure your landing pages are optimized for all screen sizes.
Be sure to space out elements on mobile so they are not too close together and that they can be clicked easily on a small screen. Make sure buttons and clickable text can be tapped on easily, font size is readable, and that images and text are not cut off.
10. Have Fast Loading Time
The faster your landing pages load, the more visitors you will have.
11. Make it Accessible for Screen Readers
The accessibility of your landing page has a lot to do with its code. Ask your landing page provider if their templates are accessible to users who rely on screen readers.
Content and Copywriting
1. State a Problem You are Solving or What People are Getting
It’s more important to focus on how you can help solve your visitors’ problems than on features or what you do. If you can show how your offer will make their lives easier, they are more likely to convert than if you just list what you can do.
2. Grammar
Keep your sentences short to make your text easy to read. You may have heard this before, but write as you would talk to a friend.
It is important to be grammatically correct. If you are informal and fun, it may be more difficult to get your point across in a transparent way.
It is beneficial to use a tool that can identify grammar mistakes so that you can improve your writing skills and fix errors in your grammar and spelling over time.
3. Benefits over Features
The offer is the main focus of the landing page. Some of the benefits of the offer include: -Detailed descriptions of the offer -The USP is prominently featured -Benefits are clearly listed The USP is that the offer is the most comprehensive and user-friendly on the market.
If you have more than one offer, it is better to create a different landing page for each one so that people can focus on each offer individually without getting distracted.
4. Clear CTA
Make sure your call to action (CTA) is above the fold on your page, so visitors can see it when they first arrive. Then repeat the CTA at the bottom of the page. This way, visitors will see it no matter where they are on your page.
You can place your CTA button more than once on the page; typically, there is a second button near the bottom of the page so people don’t have to scroll back to the top.
5. Short and Concise Text
Get to the point and be clear about what you want the visitor to do, such as downloading a survey, signing up for a newsletter, filling out a survey, etc.
6. Social Proof
If you want to increase your chances of conversion, make sure to include social proof in your marketing materials. This can include things like client logos, testimonials, reviews, badges, and awards. Including concrete numbers and statistics can also be helpful.
They certify that you are a legitimate business and make you trustworthy.
7. Ask Only What You Need
Asking for too much information may dissuade potential leads. In today’s climate of increased privacy concerns, many people are hesitant to share personal information. Unless the offer’s benefits justify the commitment you’re asking for, people will be turned off.
Personalization
Different pages on a website will be tailored to specific demographics or groups of people. Some pages will be the same for all visitors, while others should be customized. Other campaigns will require creating two or three separate landing pages depending on who you are targeting.
Segmenting Your Landing Page
Creating different sections on your landing page will let you customize the experience for different types of users, meaning you can keep a single landing page while still engaging different segments of your target market.
1. Better Personalization
You can improve your targeting by segmenting both your audience and your content. You can tailor your offer based on your customer’s past purchases, behavior, or interests.
It is more effective to personalize an offer so that it is more likely to be accepted, rather than making the same offer to everyone.
2. Targeted Offers to Nurture Relationships
An individualized offer is more likely to result in a conversion because it caters to the specific needs and interests of the person.
The landing page will be different for each audience, with a different punchline to get their attention.
3. Cater to Different Audiences
Dynamic landing pages let you show different offers to different people. Creating dynamic content means you only have to make one landing page, instead of making a new one every time.
Landing Page Optimization
1. Unique Pageviews
The number of views a page gets will go up significantly. This is similar to the number of likes on Instagram and Twitter and it makes people feel good, but there is not a lot of information about who these viewers are or where they are coming from.
This metric can help you understand daily patterns and what promotions trigger a spike in traffic.
2. Sessions by Source
This is where you need to start focusing on optimization. Once you have your landing page set up, you need to start driving traffic to it using paid advertising and organic content.
You will get more out of being in one channel with high pageviews than being in multiple channels with lower pageviews.
3. Average Session Duration
You should use your best judgment to decide how often your page needs to be updated for optimization. Keep in mind that it only takes a visitor 10 seconds to form an impression of your landing page. Just because a page loads quickly doesn’t mean the content or layout is bad.
Here are a few updates you can make if the average time spent on your landing page is low:
- Add new resources.
- Add new images.
- Update copy.
4. Bounce Rates
The bounce rate is the percentage of times someone visits your site and leaves without taking any further action.
To put your mind at ease, a reasonable bounce rate for ecommerce and professional services sites is around 40-60%. If your bounce rate is higher than that, one of the following areas need your attention:
- User search intent
- Page structure
- Page load time
5. Page Speed
Broken images and buffering symbols can make your landing page load slowly, making visitors lose patience.
Here are a few actions to take to cut back on load times:
- Limit redirects.
- Cache your web pages.
- Limit plugins and visitor ID scripts.
- Compress high-quality images to be below 1MB.
- Place Javascript and CSS elements in external files.
Build. Optimize. Convert
You can use the formula, hierarchy, and strategic metrics for analytics and optimization to create a landing page strategy that will result in more conversions than you can imagine.
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