Simply put, a landing page is a web page that a customer will land on after clicking on a direct link. This direct link is from an external source such as emails, advertisements or even organic social media traffic.
Essentially, when we use the term landing page in online marketing, it is usually meaning a page that is intentional and specifically designed to convert traffic to revenue from an online marketing campaign. If the landing page is successful, it will stimulate a predetermined action to those who click on the link to persuade them to buy a product or service.
Landing pages are a key strategy to use in digital marketing campaigns as they turn out results. Their sole purpose is to take your marketing campaign all the way to a sale. Here are 3 tips to help you create more successful landing pages.
1. Make Sure You Have the Basics
Some wonder what the difference between a landing page and a home page is. Well, the home page has too many functions to be a landing page. Their main job is to be your customer’s first look into your branding and messaging. The homepage is filled with multiple links to direct the customer to other pages.
On the other hand, landing pages have one mission, which is to increase conversion rates. These pages are successful at being the end of the marketing funnel because of the following four main elements.
- Unique Selling Proposition: This element on your landing page will do the job of setting your service or product apart from your competition. By communicating a defining point of differentiation with a unique selling proposition, you will help the customers understand why they should buy from you.
- Social Proof: The element of social proof is like online word of mouth; it tends to be more persuading as customers can see past positive experiences. This tactic helps build trust with potential customers as it gives credibility to your offerings.
- Key Benefits: Stating your key benefits right on the landing page will give more detail to your offering. This section describes what your offering can do for your customers and what problem you are solving.
- Call to Action: Your landing page is a place where people decide that they will buy your product, so you need to have a call-to-action element as it is critical to conversions. Make your CTA obvious, compelling, and exciting.
2. Tailor Landing Pages to Your Specific Audience
Customizing your landing page for different audiences is essential, as it will help make each segment feel as if your offering is meant for them. Collect as much data on your target audience as possible, and make sure that everything from the wording on your landing page, to the images you use is catered towards them.
If your marketing campaign is spread through various avenues, such as Facebook, Instagram, SEO, or even your monthly newsletter, the audience will be very different. The more you understand what the types of people clicking on your ad from these different sources, the better you can cater to their individual wants and needs.
3. Keep it Simple
You don’t want to overwhelm your customers with information or unnecessary distractions once they get to your landing page. A well-put-together landing page will be simple yet still provides the necessary information to persuade potential customers. A few tips to keep your landing page as minimalistic as possible are to highlight key points, use bullet points to expand on details and put information that is easily scannable front and centre. This way your page will be non-intrusive which, will make your customer more receptive to your messages.
Also, make sure your landing page is presentable and easy to navigate on mobile devices such as phones and tablets. Almost have of all web traffic is from a mobile device, and this number is expected to continue to rise. So, keeping your landing page easy to navigate on mobile is critical to its success.
Landing pages, when used effectively in combination with a strong marketing campaign, can be one of the best tools for generating revenue for your business. At its simplest, you need to make sure that your landing page has all the information a prospective customer may need, and that this information is given to them in a way that is engaging and fitting for their demographic.
If you need help created or marketing your landing page, contact us today!