What is a Landing Page?
The landing page is any web page that a consumer can land on, but in the field of marketing, it is usually a separate page from your homepage or any other page that serves a single and focused purpose. The landing page is about following the promises you made in your content. Basically, this is the next step in becoming an audience customer.
Your landing page allows you to trade, and offer a special offer, information, or contract in exchange for providing contact information.
Landing pages can be click-through, leading to your e-commerce site or another page based on lead generation. Leading generation landing pages generally offer items such as ebooks, free testing, and competition entry or webinar registration in response to the submission of contact information. A good landing page will do its job by convincing the customer that it is worth providing personal details in return for what you provide.
Landing pages can be found through a general search or through your company’s website, which will increase the chances of a potential customer ending up there.
There does not have to be only one landing page or even one landing page at a time. In fact, experts in the marketing world may recommend that you maintain multiple landing pages targeting a segregated customer base.
How Effective are Landing Pages?
A survey of the performance of landing pages highlighted interesting statistics. 68.2% of landing pages have more than five call-to-action links, resulting in only 10.5% changes. On the other hand, landing pages with a single call led to 13.5% changes.
The value of social resources on landing pages was confirmed by the fact that the conversion rates for landing pages with satisfactory customer reviews, photos, and social media posts were 12.5% compared to 11.4% for non-social resource pages. Desktop-only versions of landing pages had a conversion rate of 10.7%, while mobile responsive landing pages had a rate of 11.7%.
When Do You Need a Landing Page?
There are events where the landing page can be a very effective choice to increase sales or capture leads. When you use PPC advertising, lead magnet, focus, to attract different types of customers or for easy testing.
PPC advertising
A homepage dedicated to a particular ad appears high in search results because Google determines the quality of the click-through (PPC) ad to some extent relevant to its linked page. The exclusive landing page with PPC advertising is used to showcase a new product whose exclusivity builds sales momentum. This will attract customers looking for a specific price.
Although an event ad should be featured on your brand’s website, it will be detected by existing customers, and the use of a dedicated homepage will only attract customers to that event.
Lead magnet
Lead Magnet is any kind of useful content attached by a form in which the user has to fill out the form to get the content. Even if they only provide their name and email, they will still be at the forefront. Design the landing page specifically for the lead magnet focusing on content, form, and keywords.
Content offers (Lead Magnets) include a webinar where a panel of experts can answer consumer questions, an ebook, a free sample or limited service delivery. Create a guide or checklist to help consumers complete a task.
Pay attention
A landing page draws the viewer’s attention to the content. They may end the call or return to the search results.
Attract different types of customers
Create custom landing pages to attract different types of customers. Content, page style, advertising, and offer will determine their impact on the target customer group. Landing pages can focus on attracting customers from a specific location, population, or price, and quality viewers.
Easier testing
The landing page is one page, single focus, making it easy to test. With the right tools, the page can be checked frequently, making it compelling and user-friendly. Features that need to be tested include copy, voice, media, or keywords. Customizing content with information about leads usually leads to higher conversion rates.