What is Landing Page?
A landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the area of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.
This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
Types of Landing Page
There are 2 basic types of landing page, Click Through and Lead Generation (also referred to as Lead Gen or Lead Capture pages).
Click Through Landing Pages
Click through landing pages (as the name implies) have the goal of persuading the visitor to click through to another page. Typically used in ecommerce funnels, they can be used to describe a product or offer in sufficient detail so as to “warm up” a visitor to the point where they are closer to making a purchasing decision.
Lead Generation Landing Pages
Lead gen pages are used to capture user data, such as a name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. As such, a lead capture page will contain a form along with a description of what you’ll get in return for submitting your personal data.
There are many uses for lead gen landing pages, some example uses and the items given to the user are listed below:
- Ebook or whitepaper
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
Why Should I Use Landing Pages?
The short answer is because they help increase your conversion rates.
The main reason for this is that targeted promotion or product specific landing pages are focused on a single objective that matches the intent of the ad that your visitors clicked on to reach your page.
If you consider the example of sending traffic to your homepage vs. a standalone landing page, you can understand that your homepage is designed with a more general purpose in mind. It speaks more to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site.
Every link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
A fundamental aspect of conversion centered design is message match, which is the ability of your landing page to accurately reflect the messaging presented on the upstream ad. Most visitors are very impatient and will leave your site without a few seconds of arrival if you don’t reinforce their mission with a matching headline and purpose (quickly and clearly).
What makes a successful landing page?
There are many components that go into creating a successful landing page, including the following:
- A Goal – Once you have your target audiences’ attention, do something productive with it. Make sure your landing page either puts them on the path to conversion or captures leads for future contact (an email address, for example).
- Call-To-Action (CTA) – Do not risk visitors getting lost on your landing page. Be sure to have a clear, visually distinct and obvious CTA that uses words such as “Get Started” or “Sign Up.”
- Brevity – A large component to a successful landing page is keeping it brief and to the point. You already know what your visitor is looking for – you! Point them in the right direction. You do not want to lose their attention with unnecessary details.
- Value – Your visitors should be able to see the value in interacting with your landing page. Give them a reason to give you their contact info or money, such as promising access to future discounts or special incentives for signing up.
- Social Media – Include links for users to share your landing page on social media sites such as Facebook, Twitter and Pinterest. With just a few clicks, your page will gain a much larger reach.
20 Quick Landing Page Tips
- Ensure the primary headline of your landing page matches the ad visitors clicked to get there.
- Make your call to action (CTA) big and position it above the fold.
- Use directional cues to direct attention to your CTA (arrows or photos/videos of people looking or pointing at your button).
- For lead gen forms where the CTA is below the fold (e.g. due to a long form) – make the directional cue point down the page to the button.
- A landing page should have a single purpose and thus a single focused message.
- Every element of your page should be aligned conceptually with the topic and goal of the page.
- Show your product/service being used in context.
- Use video. It’s been shown to improve conversion by up to 80%.
- Edit to remove unnecessary content. Be succinct.
- Use real testimonials for authenticity.
- Show social proof via indicators of your social status.
- Test new ideas using A/B testing. Let your customers decide which message works best for them.
- Provide a free trial. Try-before-you-buy is a standard and expected feature.
- Provide a guarantee to reduce/remove risk.
- Include partner co-branding to increase trust by association.
- Simplify your copy using bullets.
- Segment by traffic source. Send your PPC, email, social media, organic and banner traffic to separate landing pages for better message match and measurability (which channel performs best)
- Segment by user type: don’t send offers about men’s health products to the ladies on your email list.
- Show your phone number so people know you are real and can interact with you on a personal level.
- Finally, don’t send inbound traffic to your homepage. Use a landing page!