Landing page is a standalone page created for marketing or advertising.
You want to bring visitors to your website and inform them about your page in as much detail as possible. The intent is to make the visitors aware of how you can benefit them.
And for this purpose, taking the visitors to the landing page is the ultimate goal.
The picture shows that the landing page exists after the top of the funnel where the users click the link after they visit social media pages or any email link.
In a content strategy, landing pages help to convert more traffic and increase conversions. The average conversion rate is 4.06% with landing pages as observed in 2019.
The landing page conversion refers to the percentage of people who completed call-to-action and landed on the page.
Another study by Unbounce derived that the average landing conversion rate is 4.02% across 10 different industries that had more than 74 lakhs visitors on the landing pages.
Landing page has fewer links that increases conversion rate which is why the expert marketers create a landing page. A normal home page is different from a landing page as it has more than one CTA.
Home page has multiple goals and for that it has multiple CTA. On the other hand, the landing page has one goal and it has one CTA.
Landing pages are considered important and help in higher conversion because they are:
- Built with a focused CTA.
- They are targeted to a specific group.
- It is not important to have a website to host landing pages.
- It is fine to have multiple landing pages. You can have different landing pages for each campaign.
- Landing pages are for the purpose of marketing and advertising
This is a screenshot of Lakme’s landing page. The page displays cosmetic products from Lakme alone. The page looks awesome because:
- It has a compelling tagline “You draw the line”.
- It has a clear CTA.
- The landing page has a clear image and impressive product description.
- The social media presence on the bottom right corner gives confidence to the customers telling them the brand representatives are available for quick chat.
Importance of Landing Page
Landing Pages are a way for lead conversion and hence it is important to have one.
You can have leads by observing the number of visitors to your site but not all leads get converted. This is where a landing page plays its role. A landing page:
- Encourage visitors to take more actions. This is from where the lead generation takes it to actual sales.
- Can improve SEO and build your brand.
- Can form a part of an effective PPC strategy.
Things that make a landing page good
Observing an improvement in the conversions with an ever larger email subscribers list? It could be with the right landing page. A right landing page can capture the attention of the visitor. This is how you can make a landing page good:
- Make the offer compelling: You don’t have to be salesy! Stick to making the offer compelling. Once the visitors find the offer attractive they are more likely to click on it. Don’t make a long history on the landing page instead just make it specifically for goals you want to achieve.
- Focus on the end goal: The content on the landing page should match the end goal. It should allow the user to register if they want.
- Keep the forms short and crisp: Keep the forms short. The idea is to keep the visitors engaged for long and encourage them to provide correct information. Break the form into two if you feel that information is much needed.
- Speak to specific audience: Target the specific audience with the custom campaigns. Provide information on a particular offer for which the audience was driven like for an eBook or discount.
- Collect the right information in the form: Collect the right demographics and details about the specific audience.
- Follow up with a Thank You Page: Make sure that the landing page should be followed by a polite Thank You Page.
- Provide links to other offers: After giving your customers what you have offered, you can also provide links to other offers or your social media profiles.
Best Practices of Creating a Landing Page
Grabbing customer’s attention is the main punch of creating a landing page. These are the best practices of creating a landing page:
- Make sure that headlines and call-to-action lie in one fold: Place the headline and call-to-action in the top fold of the landing page. One fold here refers to the screen visible without scrolling down. Keeping the headlines and CTA here increases the chances of conversion. For SEO purposes, the headline must be compelling and it should include the main keyword.
- Use one CTA: One landing page should be optimised for one goal. Keep one CTA which could be downloading an eBook, contest alert, registration, etc. Too many CTAs can confuse the visitor.
- Repeat the CTA: Repeat the call-to-action if need be. You can repeat the CTA in bottom scrolls also making it easy for the visitors.
- CTA button colour: CTA button colour on the landing page should be of contrast colour so that it catches attention of the users.Keep the repeated CTA of same design and colour.
- Design for mobile: Approximately 58% of traffic comes from mobile hence making a mobile-friendly landing page is important.
- Use Testimonials: Words have the power to spread both good and bad for you. If you have testimonials or reviews, you can post them on the website. It helps to build brand trust and credibility.
- Use videos: Words help to explain to the users what you do but videos are there to cement the bond better. It can be an opportunity to connect with the audience and communicate about the brand.
- Quality content: Keep the content of high quality and make it compelling with words like “you get”, “you feel”, and “have”.
What are the five essential elements of a landing page?
These are the five essential elements of a landing page:
- Clear unique selling proposition (USP)
- Engaging hero shot
- Compelling benefits
- Strong Call-To-Action
- Social Proofs
What is the difference between a Homepage and a Landing Page?
Following is the difference between a homepage and a landing page:
|Home Page||Landing Page|
|Objective||The homepage takes directly to relevant content.||On the other hand, a landing page delivers request content. The request was made by clicking on the CTA link.|
|Content||The home page has an overall business category and positioning copy.||The landing page on the other hand is specific to benefits of the desired CTA.|
|Action||The home page draws a visitor deeper into the website. It gives information about the site in detail.||On the other hand, a landing page takes a specific action.|
|Navigation||Complete range of options as on website.||Minimal.|
How many landing pages should you have?
Research shows that websites should have 10 to 15 landing pages. It gives a 55% boost in traffic conversion.
Where should I place landing pages?
Often people host their landing pages on their website, but it is not essential to have a website for the landing page. For each campaign, you need a different landing page.