What is a landing page?
A landing page is a webpage on which the user is asked to complete a form in order to receive an offer. So, a web page is a landing page only if it has a form and it exists only to capture information about the visitor through that form. Vice versa, a web page is not always a landing page, because not all of the web pages contain a form.
The role of a landing page is to collect information about online visitors. A visitor who is filling in a form to download for free a white paper, a guide or an e-book may become a micro-conversion for your business. Providing data like name, email address, city, company helps you, as a website owner, to create a valuable data base where you stock information about your potential customers. This way, when these micro-converters return to your website, you will be able to address personalized messages to them based on data gathered from your landing page. How does it sound for you?
Instead of having the same approach for all of your visitors and customers, you can use landing pages for a further improved communication with them. This way you are increasing your chances to be more persuasive. Imagine that someone who downloaded a paper from your website will return to see what’s new, to get more valuable information. That moment represent a huge opportunity for achieving two goals:
Increasing sales using personalization-Create an interaction using existing data about your visitor. For example, one visitor completed the field ‘City’ in a form from a previous landing page. Use this information in a testimonial. You can create it with Omniconvert, the tool that allows you to personalize over and over again till you get to know particular things about your customers’ behavior.
Squeeze page/landing page/homepage-what’s the difference?
A squeeze page exists just to get information about visitors and it is focused on a specific action. A visitor who arrives on a squeeze page has only two alternatives: either he completes the task or he leaves the website.
A landing page is designed to accomplish more diverse goals than a squeeze page; its purpose may be: convincing the visitor to:
- sign up for a newsletter
- to buy a product
- to share something or to recommend you to others
- to answer to some questions from a survey or to give feedback
That doesn’t mean that your landing page shouldn’t be focused on one specific action, but that you should chose from all of the alternatives above one particular goal that you want to accomplish with it.
Your homepage is not a landing page even if you may say visitors land on a webpage. Even if your homepage contains forms, its purpose is NOT only to capture information about visitors, but to give visitors an idea about what your business is about.
Things to care about for best landing pages
No e-marketer does know all about having the best landing page, but that’s why designing it gets so exciting. I am saying that because, from the next lines, you will find out common sense aspects concerning a landing page, but you can always test your ideas with A/B tests.
1. Clear Headline: Not showing a headline on a landing page is like letting your visitors getting lost into the jungle by night. At their first glance, visitors should have a clear idea about what your offer is about. The headline is the element that resumes the benefits that a visitor will get if he is completing your task.
2. Concise and Clear Content: The body of your landing page should give details on what was mentioned in the headline. The benefits of your offer can be emphasized with numbering and bullets. Moreover, the content and copy are the main elements to give incentives to act for your visitors.
3. Relevant Image: The role of an image is to reinforce the benefits that were mentioned in the copy. The visuals are more likely to be remembered by your visitors. Moreover, if you’re trying to sell a product, display a high-quality image on your landing page.
4. Simple and Clear Layout: Long and complicated paragraphs, written with a small sized font on a dark background will drive away your visitors. In order to simplify the layout, use bullets, bold or italic fonts for the important aspects, so you can better organize all the information.
6. Be coherent and consistent with your message: If your visitors come on the landing page from an Ad, keep the content of the landing page linked to the ad and its claim. You can do that with Omniconvert by creating the landing page on your own. Don’t panic, you don’t need programming skills, just a sense of mix & match.
7. Meta Description and Key Words: The Meta Description is the one linked directly to the content; it’s like a summary, a short message to the users that gives them an idea about the offer and its benefits. Why is this description so important? It appears in the search results and on the social media. It wouldn’t be so effective if one irrelevant message that calls for action is being shared on Facebook, LinkedIn, Tweeter, Google +, where millions of users may see it and get the wrong impression.
Examples of landing pages
Did you notice the common mistake from all of these landing pages? They have a great design, but the top navigation links really should disappear in order to get conversion after conversion. They offer to visitors the freedom to navigate on other pages. That’s why they will forget what was their initial goal: to complete your task.
As I’ve mentioned earlier, the best landing page doesn’t exist. It depends on every particular business and, of course, goal. I know that you have suggestions and ideas to complete this guide. Please write them in the comments so everyone can benefit.