Landing Page: What it is and how to build one
Landing Page: What it is and how to build one
Landing pages are website pages that can help you acquire more customers and increase your sales.
Landing page is a type of page that helps to convert mere visitors into leads that can generate sales in the future.
Therefore, it is essential to have a good landing page to be able to build your business in the digital market.
What is a landing page?
Landing pages are autonomous pages, distinct from your homepage or any other page, which serve a unique purpose: the conversion of visitors into leads. In fact: in digital marketing, a landing page is very important to build the relationship with the customer.
Therefore, this is the effective start of the sales funnel. It is essential to understand what is landing page and its functions.
Essentially, it is the ‘next step’ of a visitor who has become interested in the promise of the product or brand, i.e. the start of the buying journey.
A landing page allows you to make a negotiation: offer some kind of special offer, information or a deal, in exchange for the visitor’s contact information.
In this way, landing pages can lead to other pages, such as the main site, e-commerce or whatever is published.
Thus, most of them, which have the purpose of generating leads, traditionally offer items such as e-books, classes, webinars, in exchange for sending information.
How does the Landing Page work?
In fact: the structural activities of digital marketing can be roughly divided into three: Acquire, Convert and Retain.
for some reason, the function of the landing page can be the interface between the first and the second activity, because of its conversion potential.
So, a conversion occurs when a visitor who has arrived on a landing page performs a desired action that has measurable value for your organization.
The desired action can be a purchase, download, form filling or even a simple click-through to another page.
Conversions can also be measured by interaction with a specific resource (such as a product demonstration) and also by more subtle indicators.
For example: the number of page views, repeat visits and time spent on the site. The main point is that the conversion action must be trackable, and its value calculated or estimated.
What is a Landing Page for?
A common doubt that deserves explanation is: what is the landing page for when the main objective is to direct visitors to the home page of the main website?
While getting traffic to the site is timely, a random visit is less likely to result in conversion, than the effective targeting of a landing page.
For example: home pages can not only contain a lot of information, but also invite users to navigate to a variety of different places.
Therefore, if a visitor arrives at your landing page with a specific goal in mind, that goal may get lost while looking at other services and product options, different from your initial purpose.
The main purpose of the homepage is to direct users to other pages where they will find the information they want.
In this way, Landing Pages eliminate the intermediate step and depending on the skill in its construction, become exactly the destination desired by the visitor.
Finally, if the site’s homepage is generalist, landing pages are focused and specific.
What are the benefits of a Landing Page?
A well-designed landing page should work towards convincing the visitor that it is worth providing personal details in exchange for the offer.
In this way, they can be found through search engines and social media.
Thus, the use of landing pages allows you to complete a post-click sequence showing the visitor that they have arrived at the right place. Therefore, it is crucial to understand how the landing page works.
In fact: the home pages of websites (especially e-commerce) often present themselves somewhat polluted – volume of information – and therefore too many options to click.
On the other hand, landing pages make it very clear what the result of the visitor’s click will be. Because of this, they condense, refine and improve the interaction, thus increasing the chances of conversion.
What is the difference between Landing Page and Sales Page?
A sales page is usually the most difficult to create. With it, you don’t just prospect leads: you must convince visitors to buy.
Therefore, it is a totally different proposition from a traditional and balanced combination of request and reward: the creation of the page, from the copy to the design, requires a lot of knowledge about the audience.
Also, the size of the page depends a lot on the offer and how much you need to say at that moment to explain your value to visitors.
Still, regardless of the volume of information, it is necessary to have a detailed pitch, clearly demonstrating this value to the visitor, after all, it is the stage where they decide – or not – to buy.
Thus, it is clear the difference between landing page and sales page.
How to make a Landing Page?
This page has as its primary purpose, ie the generation of leads, in general works with a form for capturing data.
Therefore, these pages are very versatile and are usually used when visitors are evaluating your offers.
As such, they should offer the reward and present a request simultaneously: the reward is the specific offer you are promoting to capture leads and the request is the information you ask for in your data form.
Therefore, the request and the reward should be well balanced, so that your offer is enough to ensure that the visitor will offer their details in return, knowing that they will be added to your contact list.
Also, to test the effectiveness of a page, you should closely monitor the conversion rate, which is the percentage of visitors who arrive at the page and perform the desired action.
Finally, this rate varies widely between different industries and even between competitors in the same industry, but it is important to consider these factors to know if the goal of the landing page is being realized.
Should I make a Landing Page?
Indeed: unless a landing page (or the site) is truly ineffective, it can certainly convert some undecideds.
However, even with an extremely well-designed landing page, you will never be able to convert all the individuals in the third group at once – they will always present conflicting needs.
Therefore, page updates that may positively influence one particular individual may repel another.
So, at best, you should aim to convert only the majority of the undecided. The rest will forever be out of reach.
Moreover, it is impossible to accurately measure the sizes of these groups as far as developing a quality page is concerned. The important thing to understand is that the ceiling of the actual conversion rate will always be below 100%.
Still, for those who wonder about the benefits of the landing page, suffice it to say that it allows the construction of a deeper relationship with the customer.
Was it possible to understand how a landing page works?
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