In the case of digital marketing, landing pages are critical components of leads or customers’ conversion funnel. Landing page is a single HTML document that has been designed with the purpose of being used in some marketing or advertising campaign. It is the place that a visitor gets to when they click a link in an email, advert or other place online.
Landing Page Management
Landing pages thus contain, as their main specification, an action, referred to as the call-to-action (CTA). This is part of the landing page funnel expert marketers use. Contrary to any other standard website pages which can be utility-oriented and may contain numerous links, a landing page is aimed at the particular purpose and leads the users to accomplish something.
Any conversion from a lead can be measured such as the act of subscribing to a newsletter, downloading an eBook, registering for a webinar, or making a purchase.
Above all, the key purpose of a landing page is to deliver a higher conversion rate. In this way, the landing pages are far more optimized since they reduce the chances of the visitor being distracted and give them a very clear message of what to do next. This makes them a powerful must-use marketing asset in any given digital marketing strategy, whether it is leads, sales, or branding.
Landing page attributes includes the following;
The following are some factors which help in making the landing page to be effective. First of all is the title: It is usually the first thing any visitor to a site sees and it must grab the attention of the person who was drawn to the site by an advert or a link. The headline one has in mind must be strong and be able to grab the attention of the audiences in order to prepare them for other content to follow.
Second is the subheadline which is meant to give further information on the headline and which has to align with it. It has to be simple and remind us about the value offered by the particular promotion. It is therefore important that whenever the media is being designed, the headline plus the subheadline should jointly tell the visitor exactly what he stands to gain if he has to take the intended action.
The intention of body content on the landing page should be to compel the viewer/listener to take the desired action. Where possible it should explain the advantage of taking up the offer and should also cover the entire area of concern the visitor might be having. For its part the information should be divided into bullet points and put in small sections, pictures or videos could be used to illustrate the content.
Most important part of any landing page is called the Call To Action or shortly CTA. The CTA should be placed at the fore of the website and the message should leave no ambiguity as to the next step to be taken. In all cases, the CTA should not only be noticeable but also it should be a button, a form or a link with active verbs. They contain wording such as “Download Now”, “Sign up Today” or “Get Started” which add a pressure on customers to make immediate action.
The second if there is one, is the form which is also an important constituent of the best responses . If the objective of the landing page is to get information from the visitor, then the form ought to be easy to fill. Do not fill the form with too many questions; this will chase away most of the visitors, and very few will fill the form.
Guidelines for the Development of Landing Pages
Designing good landing pages has a number of good practices. One of the most important is coherence between the ad or the link and the landing page relevance and content. The content and the layout should collectively convey one theme and should not vary in terms of its general feel. If a visitor has just clicked on an ad that says ‘Free eBook’, the moment they are taken to a landing page, they should be assured the same.
Another is that the design of the user interface should be minimal and without many features added onto it. Less noise on the web page is an excellent way to draw the attention of the visitor and provide them with an opportunity to see the CTA and the main message. Exclude superfluous features that might disturb the visitor’s presence or lead to their misconceptions.
Optimizing the landing page is one of the advantages that can be derived from implementing the use of A/B testing. Through A/B or split testing of a landing page whereby marketers develop two or more versions of a single landing page with various aspects including headlines, images, CTAs, and forms being tested, marketers get to determine an aspect that favors the audience. Again, constant testing and improvement can increase the percentage rate for conversion several folds in the long run.
Mobile optimization is also necessary; Due to more and more people using their mobile devices to connect to the internet, it is critical to make sure that landing pages are responsive. You can learn more by clicking the link. It would take little time to load, possess an intuitive interface and must adapt to the type of the device on which the website is accessed.
Last of all, social proof can add legitimacy to the landing page. Adding a testimonial or a chair review or a case study or even trust seals may give the visitor a feeling that others have benefitted from the offer. Social proof can assist breaking down barriers and other factors that the visitor may have, when considering to embark on the preferred course of action.
No matter if you are using landing pages for lead generation, or promote sales, or simply introduce your company, an effective landing page will define how your online advertising strategies will perform.
