We discussed before what is a landing page and how does it work, their positive impact on the e-marketing process, and the best landing page builders to increase conversions, but here we will discuss what makes an effective landing page and how to make a professional landing page that performs its work successfully.
Here’s your guide to having an effective landing page that increases conversions and leads to higher sales.
What exactly is a landing page?
A landing page is a single web page with a certain purpose. In the marketing world, it usually comes after a post or content promising the reader something. Therefore, it will promote this thing which may be a product, service or event.
What’s the Difference Between a Homepage and a Landing Page?
There are 4 main factors to differentiate between a homepage and a landing page:
- Homepages usually have navigations, while landing pages don’t.
- Homepage traffic comes from many sources including Google search, social media, ads, etc… while landing page traffic comes only from paid ads.
- Home pages are a part of a whole. website while landing pages are just simple pages separate from your business.
- Homepages encourage the visitor to visit other parts of the website, while the landing pages have one single goal which is the call to action you set.
What is a good landing page?
A good landing page is an attractive web page promoting a useful offer. It should be clear and valuable as well as have relaxing colours.
To be an effective landing page, the headlines must confirm the offer, while the sub-headings must explain its value or how it works.
What are the kinds of landing pages?
In digital marketing, landing pages are a key element for the success of any campaign. The customer is redirected from the post or ad to the landing page to know more about the product or service and take a certain action like providing information or making a purchase.
Building a good landing page will help you get leads or sales, but you must choose the best kind of landing pages is the one that serves your goal.
There are different kinds of landing pages. You must choose the one that helps you reach your goal as it has a wide impact on your campaign’s success.
Here are the most popular kinds of landing pages which you can choose from for your next campaign:
1. SQUEEZE PAGE
It is a lead capture page that is usually used to collect info ( like name, mail, phone number, fax, etc…) from the visitor in exchange for a free trial, free ebook,toolkit, etc…
2. LONG-FORM LANDING PAGE
These are in general sales letters. They talk about the benefits of a certain product or service. The goal is to convince the reader with it, so he buy it.
The content is attractive and convincing with a sense of FOMO (fear of missing out) to encourage the reader to take a fast action.
3. CLICK-THROUGH LANDING PAGE
These landings contain informative content that encourages the reader to visit the next page. They usually used to warm him up, so he continued on to the next page and made a sale.
Such landings are usually used by affiliates to promote an online store.
4. PRODUCT DETAILS PAGE
As its name suggest, this landing page describes all the details of a certain product
5. VIDEO LANDING PAGE
Such a landing page has a sales video focusing on a certain product. It usually talks about its benefits, how to use it or both. The landing may contain a video with some text or just the video.
What makes an effective landing page?
Having an effective landing page is the key to a successful ad. Your offer maybe perfect, but with a bad landing page, you will lose. Here, we will tell you 7 secret tips on what makes an effective landing page. Let’s start:
1- Header and Footer
The goal of landing pages is to push the customer to take a specific action, and therefore, the landing page should be stripped of any factors that may distract the customer from doing what he wants.
Having a distinct header and footer may be a distraction for the customer, so it is desirable that the landing page does not contain a header and footer such as links, phone numbers, and others.
2- Having a single target for the landing page
As we have already indicated, the use of the landing page aims to push the customer to take a specific action, so it is a fatal mistake to give the customer more than one choice, as this would weaken the customer’s attention and distract him from the intended target.
3- The existence of what is called “social proof”
It is more like a recommendation or promotion message from a former customer who endorses your product on a social media site in a comment or tweet. This may be in the form of an attractive pop-up window that shows the prevalence of the product, or its effectiveness.
4- Giving a hint of necessity
This means the necessity to take a specific action within a certain time frame, such as if there is an invitation to take advantage of an offer that will end soon, or to participate in an event, seminar or competition in which the door will be closed at a specific date.
5- Limiting the process to one page.
If you want the client to perform an action, try as much as possible not to push him to complete that action on more than one page, and avoid him pressing “Next” repeatedly.
6- Relying on having a lot of motivation phrases (call-to-action)
Oftentimes the customer has to go through multiple pages in order to reach the goal or action that should be taken, especially if the user is using his mobile phone.
It’s good to have trigger phrases on every page that the customer visits, and it’s good to have call-to-action phrases always within reach. The customer is usually lazy, so it is imperative that you keep everything simple and visible on the landing page.
7- Availability of brief but adequate information
Never rely on the customer waiting or trying to decode the information you want to tell him, if your message is not clear enough and concise, this may cause the customer to click away, and the conversion you want will not take place.
Eventually, these 7 tips are the key of what makes an effective landing page, so try to apply them on your landing page to get more conversions and higher ROI.