A landing page is a page on your site that is designed to convert visitors into leads. It is different from other pages on your website in that it follows both of these criteria:
- It has a form that allows you to capture a visitor’s information in exchange for a desired offer.
- The sole purpose of the landing pageis to convert visitors into leads (a homepage with a form on it does not count as a landing page because it serves other purposes as well).
At its core, your website really only has two purposes: to generate traffic and to convert. Landing pages are critical in helping you to generate leads and convert them into prospects and customers.
Studies show that marketers capture leads at a higher rate by sending them to dedicated landing pages, rather than sending traffic to the home page. The landing page is the simplest, most effective way to generate more leads for your sales team.
The idea of the landing page is that your visitors must “pay” you in information in order to get access to an offer. On the landing page, visitors must fill out a form. Though the information you request will vary, most of it will encompass contact information and demographics. Of course, contact information gives you the info you need to start contacting leads.
But the demographics information is just as important. It gives you the data you need to understand your new leads and segment them more effectively in order to better target their needs, desires, and pain points. It also helps your sales team have more valuable conversations. And ultimately, this will improve sales.
Data from landing pages can be tracked, and this can help you understand just how engaged your prospects are. You’ll get to know if a prospect has downloaded multiple offers and signed up for several webinars, for example. This indicates the prospect is highly engaged and ready to purchase soon.
In addition, you can track and analyze landing page data to better understand how well your marketing offers are performing. You can compare data from various offers to see what’s working and what isn’t, so you can optimize your marketing.
Why is a landing page important? Because it inspires specific consumer action. If you were to send your visitors to your website’s home page, they could take a wide variety of actions, from checking out your blog to reading about your history. Though this engagement is also good, it’s not what you actually wanted to happen. And it can delay consumer action.
A landing page removes all of the distractions, such as the site map, links, and navigation options, so your visitors can focus on the one thing you want them to do: convert.
Landing pages are short—one page in length. That’s because they are created for focus and clarity. If you want your web visitors to take a specific action, you can’t expect them to have to figure out what that is. The landing page makes it clear that you want them to purchase, to contact you, to sign up, or to download.
Lots of people are indecisive. And that doesn’t help your business one bit. An effective landing page will force your web visitors to make a decision by eliminating all distractions to help them focus, having a clear message, and having an obvious call to action. You’ll know once and for all if that web visitor will turn into a lead or not so you won’t be chasing your tail.
Just like landing page data can be tracked and analyzed for your benefit, the landing pages themselves can also be tested and optimized. You can test different colors, images, headlines, copy, and form fields to see what’s getting people to convert and what’s stopping them from doing so. Then, you can improve your landing pages based on what visitors respond to the most.
Why is a landing page important? Hopefully, these seven reasons have made its importance to the conversion process crystal clear.
Your landing page Design platform is where you will build your landing page. What works for your site may or may not work for anyone else’s, and vice versa. So, the most effective landing pages are those that are designed with your specific audience in mind.
The goal of your landing page Design is your conversion objective; this is most often lead collection, event registration, newsletter opt-ins, or downloads. The goal of your landing page should match your advertising goal. Keep your advertising goal in mind to be better equipped to design a landing page that will reach said goal.
We make sure that your landing page’s CTA needs to reflect your ad’s CTA. For example, if your ad says “get a free pass” and your landing page says “become a member now,” then there is a discrepancy between the two. Facebook considers changing your offer from ad to landing page a deceptive marketing practice and may, therefore, reject your ad or even shut down your account for doing so.
Your headline should more or less match the headline of your ad. However, it is your chance to reiterate the reason a user is visiting your landing page. Reminding them why they’re there keeps them on the page and makes them more likely to convert. Remember that mobile landing pages have a limited amount of space, so keep your headline short and to the point. Because the more you say, the less that will be read.
Every landing page should include a visual to make it more aesthetically pleasing and to help convey the ad’s message. Most often, landing pages use images, but there are instances when a business will choose to use a video instead of an image on their landing page. No matter which you choose, be sure that your media is high quality, sends a positive message, and is relevant to your ad’s goal and your brand. So, Try Pond5 for tons of quality images at no cost.
To get your ad directing clicks to your new landing page, you will need to update your ad’s URL with that of your landing page. Those creating their landing page using code will use their own custom URL, whereas those using a landing page builder will be able to generate a URL that can be copy and pasted automatically.
In order to track your landing page’s performance, you will need to be sure to add data and analytics tracking to your page. There are a number of analytics tools you can use, from classic (and free) Google Analytics to Heap. These will give you a code, which is then inputted into your landing page code. If you’re using a website builder, you will paste that code into the area of your website platform designated for analytics tracking.