Landing Pages are your digital welcome mat. Your visitors visit your site for a reason, and the landing page is your opportunity to match their intent. Sure, it sounds like a lot of work, but it doesn’t have to be hard.
After you piqued the interest of a potential customer through an AdWords, campaign, email newsletter, an article, or social media post, the next step the customer takes is to click a link to your website. However, your site probably has lots of information, menu options and with little guidance of how to find exactly what they’re really looking for.
As we know there is a crucial amount of time for a conversion or before they leave. So instead of leaving them to search your entire site, by directing them to a crafted landing page you’re actively guiding your visitors to useful information. You’re also increasing the probability of conversion. Conversion rates are low in general, so it’s worth doing what you can to give yourself an edge.
To most people, Landing pages can be a bit challenging to set up or too easily become a place of information overload. There are best practices to follow, content to write, pages to design and host and more. This sounds overwhelming, right? Don’t worry. At the end of this article, we’ll show you an effortless solution to the landing page quandary, but first, let’s make sure you understand what landing pages really are.
What Is A landing Page?
A landing page is a web page that a visitor arrives at, usually after clicking on an ad, a newsletter or a link, elsewhere. For the visitor, the landing page’s purpose is to deliver them exactly what they’re looking for. Think of it like this. A customer is looking online to buy a tent for an upcoming camping trip. She sees an ad for lightweight tents, easy to set up and perfect for the trip, so she clicks on the ad. Then, upon getting to the business website, the potential customer lands on the homepage. Oh no! Now, she has to figure out which category tents are in, find the lightweight camping tents and then find the one she was looking for. So much effort, and often the customer will have dropped off by now.
A smart business would have created a unique landing page around the ad. So when the potential customer clicks on the ad, she’s taken to a landing page that describes the tents benefits, price, reviews and shipping details. The only possible next step for the potential customer to take is to click the “buy” button.
Do I Need Landing Pages For My Business?
Absolutely! For any business, the landing page allows the website to strongly encourage an action. It could be a sale or it could be to obtain a visitor’s information through a form. Think of it as your lead generation page.
In the lead generation example, effective landing pages are tailored to a specific audience, usually by how they were lead to your page. Once there, the page will offer the visitor something of value in exchange for their details. Such as an ebook, consultation, trails, whitepaper or an invite to a webinar. While you, the business, gain information that they submit. Who they are, contact information and what they are looking for. Making it not only a place of conversion but also a place of mutual exchange.
Landing pages are what people see, or land on first on a website. This is to make sites more efficient for your visitors. They also remove distractions. And yes you will get to keep your homepage. The homepage is always going to be useful but when actively investing in marketing online, increasing your chances of success means using landing pages.
Landing Pages Are About Conversions
Landing pages are about creating new customers or generating prospects. An area that all businesses would like to improve on. While these pages may seem simple, to get a good conversion rate, or as sales rooms call “lead generation”, there are important steps to take first.
The first step is to know your audience, which is where research comes in. Create personas, profiles, avatars, a reference of who is tuned for your product to understand their wants and needs. Then express and dress your marketing channels, landing page, and your offers to your specific audience. Where you get them to convert, or mutually exchange, is with a call-to-action. This must be clear both in what information they are providing and what they gain in return. However, only ask for vitals such as an email. Compelling calls-to-action lead to active customer relationships.
Think about what your ideal customer would be interested in, and what they would find enticing or valuable. For example, are your customers interested in the weight and durability of the tent, rather than the cost? If so, make that the cornerstone of your content. You’ll get more conversions by considering what they want, rather than what you think matters.
Landing Page Essentials
After you have created your audience profile, displayed an enticing offer and created a reasonable CTA there are a few more important components to make your landing page even more effective. Goals. Make sure every element of your landing page has your goal of the page in mind. You can have many landing pages so don’t try to get to much out of one page. With that in mind, many experts recommend that you remove all navigation on the landing page. Have clickable links to useful information or a CTA instead. This again removes distractions as well as reduces your bounce rate.
“The Rules of Web Awareness If the visitor can’t find something easily, it does not exist. If you emphasize too many items, all of them lose importance. Any delay increases frustration.”
– Tim Ash, Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Visitors should know very quickly what the takeaway is, meaning a concise headline. Then the copy will follow with brief and attractive words displayed with consistent design from the channel the visitor arrived from. Keep in mind not to over-design i.e. avoid very long pages, lots of columns, multiple or weird fonts and irrelevant imagery.
Pro tip: a surprisingly useful addition is a thank you page, usually paired with an email. This is the page after the visitor has provided information for your offer. More importantly, this page will inform the prospect of the next step, maintaining the relationship and communication.
How Do You Know If Your Landing Page Works?
How do you know what works and what isn’t making the cut? The starting point it to maintain different versions for your different audiences, ads, organic searches and keywords. There really isn’t a limit on how many different landing pages you can have. In fact companies see 55% more leads when they increase to 10-15 pages.
Then you must test. This is how you really discover what works and what does not work. Data from the trial and error. Most popular is A/B testing, or split testing. This is side by comparing, ex: site A and site: B, which page works better than the other. So having slight differences helps in understanding which components of one work better than the other. Then once things look really nice and shiny you can do 5-second testing.
Landing Pages Are Standard In Online Marketing
Landing pages are not a homepage replacement but these standalone pages are creating bigger opportunities for businesses to convert visitors into customers. These pages enhance your marketing ability to easily show your offers, test how effective they are, understand visitor behaviors and know which marketing channels work. Of course this ties very well with analytics. Landing pages have big potential for improving your quality score. A relationship we will go more in depth with later. In short, a good landing page must have rather defined keywords, easy navigation, and being that its the first page visitors see when arriving to your site it will be rather indicative of their entire experience.
Landing Pages Can Be Easy
This all sounds like a lot of hard work, right? Well, luckily there are a few affordable tools you can use to make landing page creation simple. We’ve linked to a few like Instapage, Leadpages and Unbounce in the above sections. Teacup, however, makes everything even easier, especially when it comes to AdWords and landing page creation.
Teacup’s AdWords tool helps you craft compelling ads and then uses that same information to create a whole bunch of landing pages. Automatically. Then, Teacup handles the testing of ads and landing pages and even takes action when something underperforms.
Landing pages are important, but the benefits are accessible to everyone.