Today’s marketing includes many techniques to increase sales. There are a few ways to attract attention to your business, attract new buyers and advertise your product. There is an important tool that can be used to achieve a set of goals at once and that is the so-called landing page.
What is a landing page?
When promoting your product or service, any business should follow a number of steps: from the development of the site to the purchase of advertising. This approach serves to increase awareness, disseminate information about their activities, and attract customers. An important parameter that demonstrates the success of the promotion is the conversion, which directly reports how many users of the site have completed the target action (registration on the site, subscription to news, purchase of a product or service). To increase the conversion rate, a number of tools are used, the main of which is landing pages.
A landing page is a small one-page site that is completely tailored for the client who is interested in a particular product or service.
Normally, a landing page is a single page that contains all the necessary information about a product or service.
The main purpose of landing pages is to attract the customer’s attention and motivate them to place an order or fill the lead form.
Therefore, there are certain prerequisites for landing pages: if the landing page is poorly developed, it will be challenging to increase the conversion rate.
A high-quality, converting landing page should have a catchy visual, engaging content placed in the right places within the page and a mandatory call to action, and sometimes a few of them.
To develop high converting landing page, it is important to understand how human psychology works and what techniques and moves can make a user stay longer. With all its existence, the landing page pushes a new client to become a prospect.
Well-thought-out, it must be clean, and catchy in order to trigger an interest in the person who lands on the page.
Landing pages types
There are several categories of landing pages: depending on their objectives.
A product landing page is primarily aimed at making the user purchase the product that the company sells. This type of landing page is primarily used for e-commerce stores. Such a landing page must include a description of this product, its photos, and brief information. In fact, the page is similar to the cards in online stores, only more detailed and focused on motivating the customer. The product landing page should definitely include a ” Buy ” button that sends you to the product order form, and useful information about delivery and payment.
Services. This is similar to a product landing page, the only difference is that it does not sell a product, but a certain service, that is. Instead of the product details, the landing page will you about the features of the service, and instead of the “Buy” button, it asks you to fill the form, so one of the company representatives can contact you and explain the about their services in more details
Subscription. This type of landing page is most persuading for the client: where doesn’t need to buy anything and spend money. A subscription landing page serves the purpose of convincing a person to subscribe to the company’s news or white papers, thereby entering the database of potential customers who will later be persuaded to purchase a product or service. In order for the user to successfully leave their data, the subscription landing page usually lures them with some kind of bonus: from an online course to a gift to each subscriber. The idea of getting something for free is worth sending the company your email address in return.
Brand awareness. This is rather a rare type of landing page. It usually does not contain a direct call to action, and the main purpose of its existence is for information only. It has information about new products, updates in the catalog, and innovative product models – thus attracting the attention of users. Examples of landing pages of this type are pages of new models of popular phones or newly released car lines. Usually, a branded landing page is an attribute of a large company.
It is not always the case that a company or business has only one landing page. On the contrary, most companies offer several products and services, each of which needs its own landing page, so the larger the company, the more landing pages they create. If the company operates in several areas, multiple landing pages are almost mandatory: each of the pages must be optimized for search in a specific location.
How to create a landing page
From a technical point of view, there is nothing complicated in developing a landing page: it is a small, not too heavy one-page site. However, its design, content, and UX should be thoroughly developed: every small detail is important and can both attract the client, and, conversely, turn him away from the page.
There are several rules to follow to create high-converting landing pages.
One sentence. The main thing to keep in mind when designing a landing page: one landing page should be focused on only one sentence. If the page offers several options with different features, it will confuse the user where eventually his interest can be lost. For businesses that offer multiple products, it is better to make a number of landing pages for each type of product or service: this way the conversion rate will be more efficient.
In addition, it is not necessary to make the page both selling and subscriptions: the less the user has options to choose, the less chance that he will be confused and leave. It is considered that each landing page should be designed with one call to action.
Design. The attractiveness of a landing page directly depends on how it is designed. Seamless, pleasant appearance, aesthetic design-all this is important, but do not forget that the design of the landing page should be catchy. It should attract the eye and capture attention, so feel free to use bright colors and non-standard shapes.
At the same time, you should observe the measure: an overloaded design or a page that looks too flashy will only scare the client away. And of course, you should not use elements that were outdated ten years ago.
Content. The content used on the landing page must meet all the criteria for well-optimized content. And must:
- be unique
- contain the keys that will bring the page to the top of search queries;
- don’t be “over-optimized” (i.e. oversaturated keys);
- easy to read
Since the landing page is essentially the face of the product, the text on the page must look presentable. It should not contain errors and misspell, it should be clear, motivating, and convince the client to perform necessary action. You need to write such texts as simple as possible: the user does not want to reread the phrase a dozen times to understand what is being said.
A very important part of the text is the title: it should be appealing and attract attention.
The text should not just tell about the product – it should also explain why the customer should buy your product or service. For example, you can put a block on the page with the advantages of the product, a description of the benefits that a person will receive if they use the offer. In other words, it is necessary to clearly describe your competitive advantages.
CTA. The page must contain a call to action that will directly push the client to do what you want them to do. This is a simple, but very effective psychological technique: by placing a motivating and catchy call in the imperative sentence, you will give the user a serious incentive to perform a purchase action.
Forms. The form in which you need to leave your phone number or email address is present on both selling and subscription landing pages. When creating such forms, you should follow a simple rule: the fewer fields to fill, the better. Ideally, it should consist of just one field (for example, an email address), but in some cases, this is inconvenient (often you need to know the personal data of the client), so you should think about which option in your case will be optimal. The most common forms are those with two fields: name and e-mail.
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