What is the Landing Page?

A Landing Page is a page where any user first lands on which has a call to action (CTA) on it. It’s a powerful online marketing tool which is a unique webpage.

It’s also known as lead capture page where your task is to convince visitors to complete a certain action like:-

• To subscribe to your newsletter in exchange for an e-book or product demo
• Buy your product
• To register for a webinar

Landing pages are widely used to launch webinars or products, pre-launches, encourages visitors to give their email address with the help of e-books, email courses, special discounts.

It’s a perfect tool for getting a targeted audience to focus on one action. It offers your visitors a customized next step that will keep them engaged with your business.

It’s a separate web-page where a visitor arrives on after clicking an ad, promotion or via search result. It captures visitor information through a template in which they input their contact information into what’s called a lead form.

Landing pages don’t replace your website’s homepage. Websites or home pages are more of a strong home base where users can find a variety of information about your company or accomplish tasks.

Use of Landing Page –

You can use landing pages together with:-

• Ad campaigns through AdWords
• Guest writing
• Email newsletter
• Product launch
• Product pre-launch
• Coming soon page

When you run campaigns, it’s not smart to send people to your homepage. Your homepage doesn’t explain a lot about your product, you need to make it as easy as possible for visitors to do what you want them to do.

What is Landing Page Optimization –

Landing page optimization is the process of improving the basics fundamentals of a website to increase conversions.

It’s a division of conversion rate optimization. It involves multiple methods like A/B testing to improve the conversion goals.

Why You Should Optimize Landing Page –

The landing page is a key component of online marketing campaigns. It’s a specially designed page whose main goal is to generate sales or capture leads.

It’s the main destination of paid online marketing campaigns with huge money and resources are spent which drive traffic to this page.

Landing page optimization ensures that you achieve the highest possible conversion rate from the visitors who arrive there.

# Well designed landing pages help you to build confidence and trust among your visitors

# Enhance the user experience by removing distractions and providing a clear call-to-action.

# Increase your conversion rates

# Maximize your campaign return on investment (ROI)

# Improve your website’s usability

Landing Page Structure –

# Visitors – potential customers who come to your landing page

# Product – product means an e-book, email newsletter, training, webinar, article, etc.

3 Types of High Converting Landing Page –

Your homepage is not a landing page because it’s built to perform multiple functions and has various objectives. It’s designed to achieve a single objective and that objective varies based on the type of a landing page.

# Click-Through Landing Page – It’s typically used in e-commerce funnels and it aims to convince the visitor to click-through to another page.

It’s a warm-up step before introducing the actual offer or completing the purchase. It’s one of the simplest pages with the purpose of informing them about your offer.

You can direct them to click through to your specific product or service via your CTA.

# Lead Capture Landing Pages – A lead form that is designed to gather user information is a key element of a lead generation page.

Its intention is to gather personal information like a name and email address. The contact forms are carefully designed and worded to encourage the visitor to click the CTA button and provide their contact information.

A contact form could be call-to-action and the heart of the lead capture page. The purpose of this page is to convince visitors to leave their information such as navigation links.

# Squeeze Landing Page – It’s designed for a visitor to submit their email address in order to proceed further into the page.

It’s an effective way for marketers to grow their email lists and efficiently guide visitors further down the marketing funnel.

How Landing Pages Do Work?

You need to drive traffic to a landing page to actually fulfill its purpose. It can be done in a few different ways:

#By sending in an email campaign to subscribers

# Posting the link on social networks like Facebook or Twitter

# Adding the link to the content of a blog post

# Tweaking SEO settings so that you could be found in organic search

# Create a PPC ad campaign with a link to the landing page on search engines

Purposes of Different Landing Pages –

Visitors arrive at your website various sources and land on various pages. It could be your homepage or a specific landing page. It’s defined as to be the first page a visitor lands on to enter your online business.

It gives visitors exactly what they’re looking for as opposed to Home Pages which require visitors to click-through various menus to find what they’re looking for.

# Used for Paid Advertising Campaigns – You can understand why landing pages targeted to specific personas and needs increase the ROI of paid advertising campaigns.

Once the visitor clicks through from the ad, you want them to arrive on a landing page that does a fast job of closing the sale.

# Used for Non-Paid Visitor Traffic – These types of landing pages can take various forms, depending on the nature of what you sell.

A visitor to your website could come from a variety of places like search engine results, social media, or links from other websites.

It’s an attempt to focus a visitor’s attention on a specific offer or email list sign up. It can be found on the website by clicking through from navigation menus, banners in sidebar, or links in email marketing.

Another powerful place to put a landing page is to make the Thank You page after your visitors’ signs up to your list.

# Home-Page and SEO Pages – These are pages where the visitors come from the organic search engine results page (SERPs).

If you see a particular page or blog post on your website that gets a good amount of traffic from SEO, you should optimize that page with anything that will further increase the value of information.

A call-to-action on the page to turn that visitor into a buyer or subscriber.

# 20 Best Tips for Landing Page Creation that Converts:–

The primary component of a successful landing page is that it’s not the same as your website’s homepage. A great landing page will naturally include relevant images or videos and a primary headline.

# A Clear Call-to-Action – You should build the whole landing page around your call-to-action because it’s the main focus.

Your call-to-action should be easy to notice whatever it’s subscribed box, buy button, or any form. Your visitors can easily see it without scrolling and keep the message simple.

A call-to-action button encourages the user to take the planned action. It delivers conversions and captures the information the visitor provides through the lead form.

The most important component is a lead capture form. It allows you to target buyer personas and provide relevant content to their specific needs.

Your call-to-action is the action that your customers take to complete a transaction. It’s important to ensure that your call-to-action button is clear, bold, and use contrasting colors. Your words describing it should be short and action-oriented.

# Clear Headlines – A headline is an attractive sequence of text originally found and that is intended to attract a specific audience.

An interesting headline plays a key role in convincing your visitors to read and engage with the rest of your landing page.

When people read the same text in the headline on the landing page, people make the connection and know that they are in the right place.

The best headlines are specific and to the point. Viewers need a clear idea of why they should click on your landing page.

You can put the same attention into sub-headlines as you want to explain to your visitors what your product is about.

# Problem Solving – You should hit the audience with the problem you are solving for them. It could be two or even three problems you are solving.

If you haven’t qualified the problems you are trying, you haven’t built the relationship yet to a place where you can present a solution.

# The Solutions You Provide – You first talk about the pain and then you can talk about the gain. It’s a real reason why they navigated to this page in the first place.

You can show them a different route that they can begin to take with your solution. It’s time to talk about your products/services. You should highlight how your solutions tie to the pain points.

# Page Content – Page content is the place where you tell your story, build trust by showing your experience and address your audience by showing their pain points with solutions.

You should break-up your content every 2-3 sentences. You should addresses visitors much more directly than boring formal text.

All the page content should be focused on your mail headline and CTA. You should list the benefits of your product with great features and think from a visitor’s point of view.

You should keep your most important content at the top of the page together with bullet points to grab the attention. The landing page content should be relevant to your product.

If you post irrelevant content about your products/services, you may lose potential customers. Your content should be interesting that will help users on your webpage and to convert more leads.

# Quick to Load – Page load speed plays a critical role in user retention and conversions. Quicker loading leads to higher conversion rates.

A slower page response time results in an increase in bounce rates and a reduction in conversions. Page speed is crucial for search ranking because it impacts the user experience.

Accelerated Mobile Page frame is designed to improve the speed of content displayed on mobile devices. Responsive design websites adapt page layouts from individual screen sizes ensuring a better user experience.

# Bullet Points & Number Lists – The page formatting will help your visitor understand your product, value, and message. It’ll simply your layout and simple is always better.

# Use Images – Images explain more than words. Infographics bring text together with images that require no explanation. Because visual relation is much stronger than textual in our memory.

# Use Videos – Videos explain more than any single image to show. It’s a great way to explain your product/service.

Your visitors can listen instead of browsing your page and trying to understand what he sees and whether he needs your product or not.

# Social Promotion – If you’re offering something great product/service, your visitors a share it with their friends.

You can provide social promotion links to use popular websites like Facebook, LinkedIn, and Twitter. It’s a great spot to run A/B testing to make sure that your social links don’t distract visitors from your main message.

# ThankYou, Page – You show your appreciation by saying thanks once your visitor has completed your CTA. You can direct them to related information on your website that may be interested.

You might choose to give access to your product and give more details to download the link on this page.

# Tracking and Testing – Data can boost the value of a landing page. The continuous experimenting to a landing page helps measure what works and what doesn’t.

The different variety of content, call-to-action, headlines, or sub-headlines may improve user engagement with lower bounce rates, and increase conversion rates.

A/B testing of a landing page works best when making changes to one thing at a time.

# Know Your Visitor – A great way to design and produce a landing page that is fully optimized is to know the people. You should create a list of demographics for that target market.

You can create a number of personas that you think your customers could fit and think like a buyer. The creation of customer personas will make you understand your customers better.

The better you understand your customers, the more you will be able to attract them to your website.

# Create A User-Friendly Layout – Today’s internet users don’t have time to go through a website to find the required information.

It’s important that you keep the layout as simple as possible to not to confuse customers. Too much information and too many pictures will confuse your users and drive them towards your competitors.

You need to make it easy to avoid rejecting your website completely. Your users must know that what they have to do once they made a decision.

# Use Emotional Triggers – It’s important to use emotional triggers at some point when you’re designing your landing page.

Emotional triggers are the things that make people want to make a decision and make one immediately (e.g. limited supply or click now, while supplies last).

These comments help to create a sense of urgency and help press your potential lead to make a purchase. You can promote your products by reducing your prices for a limited amount of time will also help pull in sales.

# Remove Distractions – You should remove any information or content that could distract your customers from the goal that you would like them to achieve.

For instance, if you would like your visitors to buy an item from your online store, everything should be designed to get them to hit the buy button.

All information that doesn’t do this should be considered a distraction and excluded from your landing page. The excessive content may distract visitors from making a purchase.

The extra-large navigation on your landing page could also distract potential leads.

# Don’t Ask Too Much Information – People are concerned about their privacy and internet users are less likely to give you more information about their full name and email address.

Few people will fill out a form that has more than five fields. It’s important to keep minimum form fields.

You can make their names and email addresses mandatory information along with other fields optional in the form as well. It’ll ensure that your form takes the shortest time possible to fill it with the required information.

# Build Trust – Your website’s first-time visitors will not trust your brand. You have to be honest about your brand, what it’s and what it stands for.

Your message should be consistent. Your customers should know about what your company is selling/promoting. Your potential customers need to know what services you provide as it’ll help to build their trust quickly.

# Keep It Simple – Your landing page should be as simple as possible so that you can get as many conversions. Your customers should not spend much time on the landing page and apply 5 seconds rule.

It takes not more than 5 seconds to attract your potential customers’ attention and take any action.

# Mobile Responsiveness – Customers are using mobile devices at a staggering rate. It means your website needs to be created with a mobile responsive design that is configured for all devices.

Responsive design allows for the best mobile experience for your website. A responsive landing page will automatically adjust to the screen of a potential customer. If you’re not using responsive design, it’ll frustrate the end-user.

Conclusion – The improvement if landing page conversions will come from holding the users’ attention. If you are looking to increase conversions on your landing pages, improve the users’ experience.