What is a LANDING page?
A landing page is the single web page that appears when someone clicks on an optimized search result, marketing campaign/ promotion, marketing email, or a digital advertisement. It is often called a destination page, lead capture page, or a static page.
- A landing page is the logical extension of the ad for lead generation, and its purpose is to convert the website visitors to leads and promote sales.
- It does not offer multiple links or encourage exploration. Its primary focus is on just one goal of conversion known as the call to action, thereby providing a campaign-specific page for the business.
Today there are solutions provided by different companies to improve landing pages like Unbounce.
How is it crucial for conversion?
Action which a web page visitor takes on the landing page determines an advertiser’s conversion rate. The landing page can also be associated with targeted marketing where the audience is sent a message as a promotional email or on social media.
You can drive the traffic to your web site using various channels, some of them are:
- Paid search traffic
- Paid social media traffic
- Email Campaigns
- Organic search
But what a visitor does after coming to your website is very dependent on the landing page. If the page has clarity on the next steps, fulfills the promise made on the ad(manages expectation), and is engaging(no distractions), then it should lead to the desired action.
The landing page can also be associated with targeted marketing where the audience is sent a message as a promotional email or on social media. Generating direct sales or providing subscription/awareness of their product.
How to design a result-oriented landing page?
Understanding your target audience and what our business is trying to achieve always helps in designing the right page. The decision if it is a lead generation page or a click-through page enables you to create according to business needs.
- Headline– The headline for the landing page should capture attention and should be similar to the ad, to provide the same experience to the viewer.
- Offer benefit as described on the ad– Promising the moon and not able to deliver will never make a sale. It can generate negative word of mouth, and it’s not worth it.
- Clarity– Avoid clutter, focus on CTA
- Form– Provide a form to fill out but only when you need the information.
- Navigation– Don’t give too many options just focus on your primary goal. Understand the value of white space.
- Images– use images that add value to the offer, but make the webpage light– If the landing page takes time to load, people tend to switch to other websites without doing anything.
- Design for the mobile-first approach– There are 1.2billion mobile users all over the world, and some of them rarely use desktop or laptop. If they don’t have good experience with the website, they will bounce to another site that has better UI.
- Promote social media sharing– If a recommendation comes from a family or friend, it has a better chance to be explored. Also, think grand; it should have the capability to become viral.
- Perform A/B testing, make necessary corrections (if any), and choose the most effective version of the landing page.
You may not get it right in the first attempt; that is why companies like Optimizely, VWO, HubSpot & Kissmetrics’ A/B Testing Kit offer services for the A/B test. Design a landing page that works for you and generates the desired results.