What is a landing page?
A landing page is a standalone web page that is created specifically for the purpose of capturing leads at the interest phase of the sales funnel. It is an essential component of an online marketing campaign because it is designed to persuade visitors to provide their personal data in exchange for information. It is a really powerful way to increase conversions for any particular business.
The thing is, driving traffic to your website is just one small part of the equation. You need to have a system in place on your website to capture the contact details of your targeted visitors, with a view to converting them into leads and ultimately customers. Successfully collecting their email address allows you to continue the conversation you’ve started with them and build a relationship by email so that you can continue to communicate your brand message.
Landing pages allow you to deliver the right message to the right visitor, and give them a clear and focused call-to-action which will reduce your bounce rate and drive conversions.
A landing page is not just any page on your website that anyone can get to. It is created for a single purpose only. And that is to capture a targeted visitor’s contact details in exchange for a digital asset such as a video tutorial, PDF report or an eBook. This is why you’ll only want to drive highly targeted visitors that fit a specific persona to these pages. This allows you to fine tune the content to meet the exact needs of those visitors.
A landing page typically doesn’t have any navigation bar or distractions that could get in the way of achieving the main goal of the page, which is to collect the visitor’s contact details. They have a very simple design with an encapsulated form that is featured as the main focus of the page. As you can imagine, this page is one of the most important elements of your online marketing campaign because it plays such a key role in converting your targeted visitors into leads.
Now, let’s look at a few reasons why landing pages are so important to your online marketing campaign.
- Landing pages are 100% focused on conversions. Every element of a landing page is specifically designed to convert visitors from strangers into leads, nothing else.
- Landing pages capture visitor contact data through a web form. Whether it is an exchange for an eBook or other digital asset, a landing page is where that initial data is captured.
- Landing pages provide better analytics. Because it’s a single page, you can easily evaluate your bounce rate, time on page and conversion rate. This will give you the insights you need to analyse the performance of each landing page so you can easily determine how effective it is compared to other landing pages.
- Landing pages increase conversions. They present visitors with the ideal solution to their problem and direct them to submit their contact details to further cater to their needs. At the end of the day, you will have more qualified and more valuable leads. Now, the design of your landing page is critically important because you have 0 – 3 seconds to confirm to your visitors that they are in the right place once they click through from your Reddit post or from anywhere else on the web. A well-designed page can have a direct impact on how many conversions you receive. As we have noted, a landing page is focused on converting visitors into leads. Nothing else. This means that the design of the page is very important.
Here are the most important components of a successful landing page.
A powerful and focused headline.
The headline should be a concise and compelling statement that coordinates your marketing message. It should incorporate your Unique Value Proposition and help your visitor immediately understand what they will get by submitting their contact details.
A relevant sub heading.
The subheading allows you to keep the main headline short, powerful and impactful. It allows you to reinforce the message in the heading by explaining your value proposition in a little more detail.
A Contextual Image.
As humans, we are visually inspired, and images evoke certain emotions in us. This is why the first thing your prospects will see when they get to your landing page is the image you use. Emotions play a major role in our decision-making process, and the images you use on your page needs to appeal to your ideal target customer on an emotional level.
A prospect that arrives on your landing page is trying to solve a problem or fulfil a desire. When he or she lands on your page, they need to believe that your solution can solve their problem and help to make those desires come true. So, instead of simply showing an image of your product, show pictures of a person happily using your product. Alternatively, you can show the outcome or the direct result of buying your product or solution. That will have a stronger impact.
An explainer video.
Explainer videos have been increasing in popularity over the past few years. The thing is, they force businesses to find the best way to clearly and quickly convey the benefit of their product or service in 60 to 120 seconds and in 150 to 300 words. Now, using an explainer video is optional, but they are great for landing pages because they are a great way to capture attention and quickly convey your value proposition to your target audience. So, make the effort to invest in an explainer video.
Your landing page needs to be customized and personalized to your brand for your target audience. It needs to incorporate all of the distinguishing features of your brand.
According to a study, 63% of people say that brand consistency plays a key role in their spending. The thing is, customers look for consistency. Consistency helps them become loyal to your brand because it helps them get used to your brand. This means your landing page needs to incorporate the most visual elements of your brand such as your logo, your colours, your brand promise, your typography and everything else.
Only prompt for the vitals.
If your landing page includes a form, make sure that it is only asking for the most vital, the most important information. Anything more than that decreases the chances that they’ll finish and submit the form. If you’re looking to build a relationship with a particular user by email, there’s no reason to ask for more than their name and email address at this stage. Wait until they have placed an order before asking them for additional information.
A clear and focused call to action.
This is the main action that you want your prospect to take, and it should be a single and focused action. Your call to action is the single most important element of a landing page, and it needs to be clear, it needs to be specific, and it needs to stand out from everything else on the page. Everything on the page: the headline, the images, the copy, the colours you use, the overall layout. Everything needs to support that specific call to action on the page.
Avoid generic calls to action.
Your call to action button needs to describe exactly what is going to happen when a user clicks the button so that they are not shocked when something unexpected happens when they click that button. For example, if a user is going to download an eBook when they click the button, let them know what is going to happen next instead of using something generic like “Click here” or submit. If you’re going to be signing them up for a free trial, let them know by saying so on the button.
Your landing page needs to be kept simple. It should be focused on the main goal. It should not contain a navigation bar or any unnecessary information that might distract your visitor and prevent them from converting on the specific goal of the page. You don’t want to confuse or overwhelm the user by giving them too many choices. Give them a single choice.
Social proof is an essential element of online marketing and a review or customer testimonial with a human face will increase the level of trust that consumers will have in your brand. You can also include case studies, industry awards and accreditations that are specific to your industry and that your target audience will recognize. These are powerful trust builders that will help to increase the amount of conversions you get.
Emotionally driven benefit statements.
Benefit statements add a little more detail to the page and should describe exactly what’s in it for your prospect. They need to explain the emotional benefits of using your products or services rather than features. For example, if you’re offering the visitor a video tutorial in exchange for their personal details, the page should clarify exactly what the user will learn from that video.
The copy on your landing page should be clear and concise, and include powerful emotional statements that support your call to action. So, ask yourself: how are you solving your customer’s problems or challenges, and make sure you answer that question with benefit statements on your landing page.
A strong connection between your ad or post and your landing pages.
You need to make sure that the messages in your ad or post matches the headlines of your landing pages to reinforce the relationship between them. When a prospect clicks through to your landing page, you have less than 3 seconds to make them feel that they are in the right place. You do that by coordinating the marketing message in your ad headline and the headline on your landing page.
For example, if your ad or post is talking about a boudoir photographic course in London, your landing page needs to reinforce that message. Your landing page cannot be talking about a course on how to shoot pets.