What is a landing page?
Simply put, a landing page, is a specific page created for a particular marketing campaign, to which the public is referred to achieve a particular goal.
Landing pages aim to turn the unknown visitor into a potential customer, a new subscriber, or to close a sale.
The most common goal of a landing page is the conversion of the visitor into a lead (potential client) by capturing details through a form.
The objectives of a landing page
The effectiveness of a landing page is measured according to the fulfillment of its objectives.
The most common objectives (in order of importance) are:
- To achieve the registration of data to turn the visit into a possible identified client.
- Evaluate the profile of the visitor and their need for information to be able to provide them with more relevant information in subsequent marketing communications.
- Explain the value proposition by the company or offer relevant information additional to that found through the navigation of the site.
It should be noted that most visitors to a landing page do not convert and do not leave their data recorded; therefore it is essential to offer other ways to make contact with the company (either a phone number or email address)
Different types of landing pages
There are three types of landing pages:
- Landing page integrated to the site structure and consistent with site templates and navigation. Advantage: it is more efficient in terms of effort in creating content. This strategy is known as deep linking. Disadvantage: may not be as efficient in converting the referred public as those who navigate the site alike. They must also be optimized for SEO, which can add costs.
- Landing page dedicated exclusively to a campaign, independent of the website. It may have a style similar to that of the company website, or have a completely different look and feel. Typically it does not have a top navigation menu that leads to the company website. Advantage: You can give the landing page the specific branding of the campaign, which is very successful for a short drive (very defined in time), or when the branding of the campaign is very different to the brand identity. Disadvantage: may not be useful in the conversion of those visitors that are not at the indicated point of their journey to convert or leave their data.
- Landing page with multiple tabs or part of a microsite. This alternative allows you to “educate” the visitor and provide them with all the information for their decision making before executing the action of registering / buying / etc.
To define what type of landing page should be used, we must consider the duration of the campaign; it is branding, the buyers’ journey, and the origin of the traffic (visitors).
The 10 points of a successful landing page
- RELEVANCE. Visitors are not casual, they come to the page with a purpose. A page should instantly show them that it will solve that purpose / interest. Titles and texts will help deliver that message.
- CONFIDENCE. Since some visitors may not know us, we must answer the questions of who we are, what we do, what other clients we have served, and build trust.
- INTEGRATION with the source of the visit. Consistency in the message and design of the landing with that of the source (social networks, email marketing, offline ads, etc.).
- INFORMATION. Sufficient information should be provided for the decision-making and execution of the action (register, buy, etc.).
- NAVIGATION. Facilitate the navigation / reading of the page. The data capture / registration must be present in the first section of the page, visible and with a clear slogan. The work should be minimized since each additional click reduces the response by 10%.
- IMAGES. Use relevant, attractive, quality and original images.
- MENU. You must limit the navigation options (top menu).
- CONTACT. Not all visitors will be ready to register their data. We must give other possibilities to contact us to those who are not yet ready and need more information.
- DURATION. Consider the duration or seasonality of the campaign and generate sense of urgency.
- TIMITI. It’s a term created by Jim Sterne, author of Web Metrics, which summarizes constant review and adjustments of “Try it! Measure it! Tweak it!”
There are no winning formulas for the perfect landing page. Once you have defined the objectives, strategy, copy and design taking into account the points listed above, you have to try, measure and adjust!