What is a landing page?
A strong landing page is an important part of any Digital Marketing campaign. A landing page is a webpage that a person “lands” on when they click an advertisement. This is usually your home page, but it can also be a specific page that has been designed for your ad campaign.
A landing page converts your visitors into leads or customers. A good landing page attracts clicks from potential customers to your products or services, whereas a bad landing page will leave a bad impression about your products and services and will turn away potential clients. Landing pages play an important role because they allow you to make an excellent first impression and persuade visitors to stay on your site.
An effective landing page will:
- Be relevant to the advertisement or link that brought the visitor to the page
- Include a strong headline that grabs the attention of the visitor
- Have a clear call to action, so the visitor knows what to do next
- Be well designed and easy to navigate
If you’re running a PPC campaign, you need to ensure that you’re sending visitors to a landing page that is relevant and effective.
What makes a landing page good and effective?
Now that we know “what is a landing page?” let’s take a look at what makes a landing page a lead magnet.
There are several critical elements that you’ll want to include on your landing page in order to increase your chances of conversion. These elements are:
- A strong headline
- A relevant and targeted message
- A clear call to action
- An appealing design
Let’s understand the role these elements play in the success of your landing page.
A strong headline is important because it’s the first message that you are passing on to the visitors of your landing page. You should ensure that your headline is attention-grabbing and relevant to your business offering.
Your headline should be followed by a targeted message that addresses the needs of your target audience. Your message should be to the point and clear, and it should explain what you’re offering and how it can benefit the visitor.
After your headline and message, you’ll want to include a CTA or call to action. A CTA is an instruction or a button that tells the visitor what you want them to do next. For example, your call to action might be “Click here to subscribe” or “Watch our video to learn more.”
Your call to action should be to the point and easy to understand. You want your visitors to know what you want them to do next precisely.
Finally, your landing page should have an appealing design. This means that it should be well-organized and easy to navigate.
Your LP or landing page is one of the most important parts of your marketing campaign, so you should ensure that it’s effective. Including a strong headline, targeted message, clear call to action, and appealing design will help you increase your chances of conversion.
What are some landing page best practices?
Now that we know “what is a landing page?” and have taken a look at what makes a landing page effective, let’s take a look at some best practices for landing pages.
Some landing page best practices include:
- Keep your landing page easy to understand and uncluttered
- Include only the most important information
- Use strong visuals to grab the attention of visitors
- Make sure your call to action is unambiguous and prominently placed
- Add Trust Factors and Social Proof
- Test, test, test!
By following these best practices, you can design a landing page that is effective and converts your visitors into leads or customers.
Creating a landing page can seem like a lot of work, but it’s important to remember that your landing page is an important part of your marketing campaign. By taking the time to create an effective landing page, you’ll be able to increase your web advertising ROI and reach your target audience.
What is a good call to action?
A good call to action is unambiguous, to the point, and easy to understand. It is a clear instruction for your visitor and tells them precisely what they are supposed to do next. For example, your call to action might be “Click here to buy a membership” or “Buy now and get an additional 10% discount.”
Your call to action should be prominently placed and stand out from the rest of the elements on your landing page. Remember, you want your visitors to know exactly what they are supposed to do next.
By including a clear and concise call to action on your landing page, you’ll be able to increase your chances of conversion.
How to test a website landing page?
There are a number of landing page tests you can run to see how effective your page is.
- A/B testing: This test shows two versions of a landing page to different groups of people and measures which version performs better.
- Heat mapping: This test tracks where users click on a landing page to see what interests them.
- User testing: This test gives users a specific task to complete on a landing page and measures the difficulties they face to complete the task.
By running these tests, you can get valuable insights into what works and what doesn’t work on your landing page. Landing page tests are an important part of landing page optimization. By running tests and making changes based on the results, you can improve your landing page and increase your conversion rate.
How to A/B Test Landing Pages?
A/B testing is a test where two versions of a landing page are shown to different groups of people, and the results are measured. This type of test can be used to compare the performance of two landing pages.
A/B testing, as the name suggests, needs two versions of your landing page. Each version should be slightly different, and you’ll need to track the results of each version.
Some of the popular tools that you can use to run A/B testing are Google Analytics and Optimizely. These tools will help you track the performance of your landing pages and make changes based on the results.
A/B testing is a crucial test for optimizing your landing pages. It can help you improve the performance of your landing pages. Testing two or more versions of your LPs can help you find the version that works best for your business. This is a scientific approach to creating an LP that actually works for you.
Best A/B Testing Tools for 2022
There are numerous tools that you can make use of for A/B testing your landing pages. Covering the Pros and Cons of A/B Testing tools is beyond the scope of this post, however, some popular A/B Testing tools are listed below:
- Google Analytics: This tool is from Google. It’s free and easy to use. It’s a popular choice for small businesses.
- Optimizely: This tool is more expensive than Google Analytics, but it offers more features and flexibility.
- Unbounce: This tool is also more expensive than Google Analytics, but it offers a wide range of features and templates.
- Visual Website Optimizer: This tool is also more expensive than Google Analytics, but it offers a wide range of features.
Choosing the right A/B testing tool for your business can be difficult. They have their own set of features and benefits, so you’ll need to decide which tool is best for your needs.
We may cover A/B testing tools in detail in another post.
Types of Landing Pages
Landing pages for Lead Generation
A Lead Generation landing page’s primary goal is to gather leads by asking for information via a data capture form. These pages are the middle part of the sales funnel. They are used when a visitor is about to convert or leave, and they offer a request and a reward to the visitor at once.
Click-Through Landing Page
A click-through landing page is a type of landing page that does not require a form to be completed; rather, it serves as a simple link between the ad and the page to which it is intended to redirect the visitor. The explanation of what the user has discovered in the ad, as well as a strong and clear CTA with a link to the conclusion, are included.
A sales page is intended to persuade customers to buy, so it requires a delicate hand and a thorough knowledge of your consumers’ requirements and their place in the sales process. It must include an in-depth pitch that clearly explains the value proposition with the goal of generating a ‘Buy’ button click. Landing pages for Sales are one of the most important and difficult landing pages to create.
These landing pages are used to gather information, and they are usually used to collect email addresses for future mailing lists. They have one or two lines of text with a strong headline, a clear call to action.
They also contain instructions for the next step, as well as an exit option.
Examples of good landing pages:
- HubSpot: HubSpot’s landing pages are designed to be simple and effective. They include a clear CTA and a form that is easy to complete.
- Unbounce: Unbounce landing pages are mobile-friendly and easy to navigate out of the box. They include a clear CTA and a form that is easy to complete.
- LeadPages: LeadPages landing pages are designed to be easy to set up and use. They include a clear CTA and a form that is easy to complete.
All landing pages are different, and there cannot be one size that fits all solutions. The best landing page for your business depends on your business goals and target audience. However, by following the tips above, you can create a landing page that is effective and increases your chances of conversion.
By now, you must know what a landing page is and how to create a good one. Go ahead and put your knowledge into practice. Create a landing page for your next marketing campaign. Remember to include a strong headline, targeted message, clear call to action, and appealing design. And don’t forget to test, test, test!
Have you come across some landing pages that you loved? Let us know in the comments below!