What is landing page and its types?
A landing page is a separate page explicitly designed for a marketing campaign or advertisement campaign. If your visitor clicks on the link in an email or ads on social media platforms or similar places, they land on another webpage. That page is called landing page. Typically, webpages have many objectives and promote exploration. Landing pages are built with a single purpose or focus, known as a call to action. This focus makes landing pages the perfect way to improve the conversion rates of your advertisement campaigns. They also help to reduce the cost of gaining a lead or sale.
Mainly there are two types of landing page:
Lead generation landing page: They use a form as their call to action, and is often called “lead gen” or “lead capture” pages. This form of landing page is used by B2B advertisers and companies selling high-ticket products to create a list of prospective clients. These pages may also be used by e-commerce brands to create a list, or to offer free shipping or exclusive offers.
Click through landing page: Click through pages are used directly for purchases or subscription by e-commerce and SaaS (software-as-a-service) marketers. As a call to action, they have a simple button that takes the visitor into the checkout flow or complete a transaction.
Driving traffic to landing pages
Let’s find some of the most prevalent sources of landing page traffic:
Paid search traffic:
This can be achieved through a search campaign for Google Advertising, which charges you a small amount of cash for any individual who clicks on that link. Paid search works through relevant advertising to drive traffic to your website. Paid search marketing is a web marketing approach that is inexpensive and scalable. It is designed to connect your advertisements to searchers who are actively searching for what you offer. Pay-per-click, or PPC promotions, are the smartest paid search marketing campaigns.
Paid social media traffic:
This is the perfect way to reach people is to run advertising on social networking platforms like Facebook, Instagram, Twitter, or LinkedIn. It is a practice of engaging in paid advertising and promoting via paid social media traffic. This is done in order to bring the content to the appropriate audience that is genuinely interested in what you offer.
Email Campaigns:
Email is also touted as the most powerful marketing channel out there because of its enormous scope relative to other channels. A post-click email landing page is a standalone web page that uses compelling elements. The elements include testimonials, contact page etc. which is used to encourage visitors to turn to an offer.
Organic search traffic:
The word “organic traffic” is used because of unpaid or organic search results that refer to visitors landing on your website. You will make sure your company appears more often in associated searches by producing convincing, genuinely valuable content on your website or landing pages. The higher your content ranks, more the traffic will be.
What are the landing page mistakes to be avoided?
You should create a campaign-appropriate landing page that helps to optimize your conversions. For a digital marketing campaign, a good landing page will do wonders. But it’s also very easy for them to ruin any chances of it. Let’s now see the common mistakes to be avoided in a landing page:
Too many call to action:
The landing page is most probably reserved to sign up for a newsletter, get a rating or get in touch with you. It can lead to confusion when several call-to-actions are used and this can distract the visitor from the main objective. In order to ensure maximum conversions, every landing page should be devoted to one call-to-action. A single call to action invites the visitor to start the journey without any confusions. Too many CTAs make your visitors jump from one CTA to other. So eliminate low performing CTA that allows your visitor to click on to the most important path to conversion.
Not having enough landing page:
Having too many landing pages doesn’t boost your conversion. It should be arranged and placed in any particular logical order on your website. If not, then it’s time to fix this problem immediately. If you have more leads, it means that your contact list can be segmented more efficiently. Landing pages help to convert people who browse your website to your customers. They also increase your search engine rankings and can also raise the traffic of your website. So it’s important to have more landing pages in your website.
Weak call to action:
Weak call to action are low-performing CTA’s. Your landing pages are all about creating leads and converting people to your customers. If your landing pages are underperforming, then you need to fix the issue in order to catch the attention of people. Weak CTA can also reduce your conversion rate. So it’s better to fix it with good call to action to boost your conversion rate.
Not mobile friendly:
More than 50% of individuals are expected to reach your landing page from a mobile device. Today, all are struggling to have a mobile-friendly solution for their customers. Your website should not only be completely responsive, but even your landing pages should ensure that your users are delivered to a page that offers the best user experience. In whatever platform they use, you should provide better usability and UX.
Overly cluttered:
Your visitors will be distracted by too much detail or information in the page, diverting them away from the call-to-action intended for them. Naturally, this page should flow with an attention-grabbing headline, also use of intuitive content that leads to the call-to-action. Make sure there are no obstacles in the path you have designed for user and also make sure it’s user friendly.
Lengthy forms:
Forms that the user can fill out easily are most commonly used in landing pages. To do this, you need to make the form appealing and complete it as simple as possible, otherwise you will possibly lose a lead. Asking too much of information may irritate and discourage your customers in using your website.
Poorly written content:
For the success of this page, well written content is important. Grammar, spelling, and punctuation are also important. But the presentation of the content and the way of writing is also critical. Poor content can make your readers boring and they will be leaving your site. On the other hand good content always encourage your readers and they will stay in your page for long time. Long paragraphs is also a bad way to present your content because people feel boring while seeing long contents. They won’t be even reading the article. So it’s better use short impressive and motivating paragraphs. Always keep your content short and crisp and use of bullet points also engage your readers.
Slow loading:
In terms of page load time, a delay of one second can have a negative effect on a website. And if it takes more than 3 seconds to load, more than 40 percent of individuals will be leaving your site. For any website, quick loading times are important, so make sure you do all you can to keep loading times down. So the website must be designed and optimized for the highest possible speed.
What makes a good landing page?
The landing page is not meant to be your home page. You need to send potential clients to a page that allows them to take advantage of the exclusive deal or offer. Your landing pages are more likely to attract attention. Good landing page do many things like:
- Landing page that are focused and free of distraction: The content on your landing page should have the final aim of getting the user what they want.
- Clean and organized design: Your web design’s look, sound and overall layout would have a major impact on the success of your landing page. They also help to drive conversions as well. An efficient design of the landing page allows the use of color and eye-catching images smartly.
- Use header to broadcast offer value: A successful landing page should have a powerful offer and they describe in simple and easy terms why the offer is for and it’s important.
- Be Minimalist: Make sure to keep a clean page with obvious, normal navigation and no distractions. A good landing page provides all the required data, but nothing extra, to encourage visitors to convert.
Bottom Line
A landing page is a page that turn your visitors into leads on your website. It is different from other pages on the website. We design this type of page to meet the below criteria:
- It contains a form that allows you to collect information from a visitor in return for a desired offer.
- The main purpose of this page is to convert your visitor’s into leads.
Any page that has a form on it and does not have any other distractions is a landing page. Note that a landing page is any page on your website that has no navigation and a form used to turn visitors into leads. Remember that each site should have a landing page. Ensure that you’ve done all the background research needed to bring it together effectively before you can dive into creating the landing page. It’s time to bring the landing page together once you have the background research in place. Landing pages help improve conversion rates and reduce the cost-per-action.
A successful landing page can do its job by convincing a potential client that it’s worth it to provide personal information in return. It is possible to locate landing pages through a general search or through your business website. This then raises the probability that a potential customer will end up there. In order to create business through online platforms, a well-designed landing page is crucial. We recognize and understand the business trends and then offer the best services for landing page design that help you to improve your leads and conversions. Our team at Web Mavens create excellent landing pages that have all the components for the success of your business. Contact us for having appealing and engaging landing page.
