In the field of digital marketing, the landing page is an invaluable tool.
Literally, it means "landing page" and is used to acquire data from users who have clicked on an online ADV campaign or a newsletter.
In this article, you will see with us what a landing page is and all its potential.
An essential tool for your business
As we have just mentioned, a landing page specifically refers to a web page carefully designed to welcome users arriving from an online advertising campaign, from sponsored ads on social media or from email marketing activities, with the aim of generating leads or selling products and services .
In the field of digital marketing, there are many essential tools to bring a certain business to success.
We talk about social networks, blogging and SEO positioning optimization in search engine SERPs.
However, next to these, the landing page is an essential and indispensable element to convert visitors to your page into customers.
In the next paragraph, you will discover the thousand potentialities of this tool through some of the most interesting examples of use.
How it is made and how to make the most of a landing page: examples and application
In general, as we have seen, the landing page has the purpose of converting and is properly developed and optimized with this purpose.
The circumstances in which it can be used are different, as are the areas of application, depending on the business you want to promote.
Let's look at some usage examples together.
For lead generation
A landing page designed to develop leads has the primary purpose of convincing users to leave personal information and data .
The tool for this collection is the typical registration form, formulated with the following fields: email address, name, telephone number, residential address and other information useful for the type of business you intend to promote.
The best way to convince visitors to leave this data is to offer valuable content in exchange: a webinar, for example, a product demo, or an ebook. In short, the ideal is to give them a free but still valuable "taste" to show them what you can offer, once they have signed up.
For sale
This type of landing page is very popular and aims for immediate conversion.
Typically, it is developed with the aim of directly selling a product or offering users a trial period and then closing the sale.
For the purpose of registering for an event
In the professional field, it is a widely used type of landing page, especially for collecting registrations for webinars or industry events.
The landing page, in this case, has the objective of convincing readers to sign up, tracking their characteristics in advance and conveying, in their eyes, all the advantages they will be able to access, leaving their contact details.
Follow up landing page
This type is aimed at users who have responded positively to the communications they have seen.
Therefore, a user who has decided to leave their data, purchase a product or sign up for an event, will land on an additional thank you web page.
Savvy marketers use this resource to drive other inputs and content .
For example, the link to the company's social channels or the request to fill out a satisfaction survey, relating to the service just received or, again, to convey contents or products similar to the one just purchased.
In the next paragraph, you will discover with us how to develop and optimize a landing page so that it becomes the decisive tool for the success of your business.
7 useful tips for creating a landing page that can convert
As we have seen, a landing page is the web page on which users land after showing interest in a sponsored or email marketing campaign.
Pushing users to click on the call to action with the aim of redirecting them to the landing page is a very broad topic that certainly deserves a separate in-depth discussion, what we will see together in the next few lines is, instead, how to optimize a landing page , so that it is truly able to convert and achieve the desired results.
Here are the best practices to implement to create an effective landing page.
The basic concept that you should not forget when you are preparing to develop a landing page is that it must necessarily appear consistent with the campaign from which users arrive, whether it is a sponsored one or a newsletter.
The landing page, in essence, should appear as a useful integration to broaden the discussion, providing more detailed information, in a reassuring and continuous way both from a visual point of view and from that of the methods of exposure.
This underlying coherence will make the communication reliable in the eyes of the user and will push him, with greater probability, to carry out the requested action.
Let's look in more detail at all the aspects to take care of:
1) Have a clear idea of the target audience you are targeting
In order for communication and promotion activities to be truly effective, it is essential to have previously studied the target to be reached.
This will allow the content and the style of presentation to be relevant and tailored . Speaking the same language as the users you are aiming for and knowing which arguments to leverage to persuade them to take the requested action is the starting point for developing an effective landing page.
2) Carefully and pertinently curate the contents displayed
Structuring the contents of the landing page, starting from the title, in an attractive and effective way is one of the decisive points to ensure you achieve the objectives you have set yourself.
The title of your landing page must, in fact, be capable of attracting the attention of users and convincing them to stop and continue reading.
You will have very few seconds available, so it is a good idea to devote a good deal of thought to the writing of this part of the text.
Once you have chosen the title, you will have to dedicate yourself strategically to the contents , so that they are captivating and relevant to the type of target you are addressing.
The structure of the texts and the sequence of the topics will be decisive: always start by proposing the most important information, positioning it at the top of the landing page, so that users can see it without scrolling down.
Address them directly , you will be more engaging and will be able to immediately establish a direct and positive dialogue.
Finally, use simple and understandable vocabulary, without giving up on transmitting the right professionalism to those who are about to rely on you by leaving the requested data.
3) Insert an effective call to action
The development of the call to action, often called CTA for short, deserves a separate point.
It is essential to take care of its drafting in a precise and thoughtful way because it will be the crucial point of the entire landing page.
Let's start from the assumption that there should be only one CTA on the entire landing page, so that users have as clear as possible the path they are asked to take while reading and - above all - understand what is being asked of them.
The elements that absolutely must not be overlooked are: the positioning of the call to action, the words selected for its formulation and the colours to be combined with this part of the text.
We will investigate the purely graphic and visual aspect in the next point.
4) Take care of the visual aspect in a coherent and strategic way
In general, the visual aspect of any communication is always essential.
To get an idea of how important this topic is, just think about how just a few seconds pass between landing on the landing page and choosing whether to continue reading or close the page.
Graphics, colors, fonts are elements capable of influencing the user's decision, for this reason they should not be overlooked.
Making strategic and captivating choices improves communication performance, this is unquestionable and you can test it yourself.
The choice of inserting images or videos into a landing page can be decisive for its success, this is because the mind of every human being is able to process visual elements faster than reading a text.
Therefore, a careful choice of graphic aspects will certainly help stimulate the attention of readers and facilitate the understanding of the proposed contents.
On the other hand, it is good not to overdo it with elements, contents, colors and stimuli that could create confusion on the one hand and weigh down the page on the other.
Always remember that excessively long loading times would cause a negative browsing experience, leading visitors to leave the site permanently.
Returning to the text: the position of paragraphs, the choice of fonts and formatting are essential features to allow users to easily find all the salient information.
In this regard, the use of bullet points, headings, bold or italics will be of great help.
5) Insert valuable content and reviews from satisfied customers
Whatever your business goal, in order for users who land on your web pages to feel involved and interested, it is important that the texts are able to convey valuable content and the perception of being in the presence of truly useful and advantageous information.
This, combined with the possibility of reading opinions and reviews left by other users, will give life to a truly promising virtuous circle.
6) Carefully structure the membership form
It is recommended to limit yourself to entering a few fields, possibly no more than three, so that the subscription procedure appears quick and leaves no room for second thoughts.
Through subsequent activities, you can then delve into other useful aspects, for example by proposing surveys that allow you to better frame your readers.
7) Always test the landing page
The effectiveness of a landing page can only be measured through the so-called A/B tests , which are very useful for identifying, in the first draft, the strengths and those that need to be corrected.
You will be able to develop two different versions, comparing different calls to action, colors, images to compare the results obtained and identify which solutions are best suited to your target.
In this article, you have discovered what a landing page is, what are the areas of application and all the tricks to develop it in the most strategic and fruitful way possible.
All you have to do is get to work and test all our suggestions to find the formula that best suits your business!
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