Landing pages so good people be like...
SHUT UP AND TAKE MY MONEY!
Research shows that businesses with 10-15 landing pages tend to increase conversions by 55% compared to those with fewer than 10 landing pages.
And those with more than 40 landing pages increase conversions by over 500%.
Just in case you have been living under a rock ...
A landing page (AKA “lander” or lead page) is a dedicated page on your website built to convert specific sources of traffic, like ad traffic or promotional traffic, faster and better than any other page.
Leads Leads Leads Gimmie the Leads.
Landing page’s most important purpose is to get leads – contact information of a user. These data are then used in marketing campaign distribution.
A landing page is not a regular website. It has no tabs, no subpages and no text walls with every product feature listed and described. Instead, we will find a content focused on one topic: i.e. a discount or a newsletter signup.
If you’re not using landing pages, you’re missing out on a lot of money!
If you want to grow your business and succeed online, then you need to start using landing pages. It’s that simple.
Landing pages are like little billboards for your business. They help you convert visitors into paying customers.
Stay focused on content.
With a landing page, you can create a hyper-relevant experience for a specific segment of your addressable market.
Everything from the headline to the subheading to the body copy to the offer of a landing page is tailored to a specific audience and goal. Nothing else.
Focus skyrockets conversions: 46% of landing pages contain more than one offer, but including more than one offer can decrease conversion rates by 266%.
Don't dilute the water!
When it comes to PPC, since landing pages function as the only website page a specific campaign’s traffic will land on (and traffic unrelated to the campaign won’t dilute the data), attribution is easy.
You can close the loop, from click to conversion (ad to thank you page), all in one ecosystem. Which makes measuring cost per conversion and conversion rates much easier.
Cast a bigger net.
There’s no such thing as overdoing it in terms of how many different landing pages you use. The more landing pages you have, the more opportunities you have to attract leads through testing, personalization and more.
Instead of building one landing page with multiple offers, create several goal-focused landing pages that you can market to different customer segments.
When should you use a landing page?
You can use a landing page for virtually any kind of campaign. There are no rules, but let’s explore some of the most common use cases:
Direct response campaigns
PPC, radio, email offer, kiosk, or a billboard with CTA
Promotional campaigns
Event
registration
in-person, meetup, conference, festival, or virtual events
Webinar registration
live or on-demand webinars
Content upgrades
Coming soon
Types of landing pages.
Click-through landing pages
A click-through landing page is a landing page without a form. Instead of a form, it uses a call-to-action (CTA) button that visitors have to “click-through” to move from landing page to conversion (which is usually a shopping cart or checkout page).
When should you use a click-through landing page? For bottom-of-the-funnel offers when visitors can complete their purchase or conversion online without the help of a sales rep.
Common CTAs used on click-through landers include:
- Add to cart
- Buy now
- Try it free
- Get started
- Buy now
- Apply now
Lead capture landing pages
A lead capture landing page (or lead generation landing page) is a landing page that includes a form for visitors to submit their contact information through.
Typically, lead gen forms ask for a combination of contact information and demographic/firmographic information like business size, number of employees, or website URL.
Use lead capture landing pages when you want to qualify leads before selling a service, or when you want to collect first-party data in exchange for a download like a guide or a whitepaper.
Common lead capture landing page CTAs include:
- Request a quote
- Get proposal
- Sign-up
- Book a demo
- Submit
- Download
Elements of a high-converting landing page you must have!
Now to be honest, if you are selling a turd then no matter what you do the results will not be ideal. So don't be a turn by selling a turn, but if you do use these elements.
Headline
Your headline delivers your most compelling value proposition while crystallizing your offer. It should answer the question: what will I gain from this?
Subheadline
Your subheading directly follows your headline, and it helps support your value proposition by building urgency and motivating a desired action.
Benefits and features
Features explain what your offer includes. Benefits explain why those features will change your life. Good copywriting is heavy on the latter, light on the former.
Hero shot
Your hero shot is a primary visual that sits above the fold and provides visual context to your value proposition.
Social proof
Social proof refers to testimonials, reviews, case studies and publicity. I.e., third-party recommendations that support your offer and value proposition.
Call-to-action
Your CTA copy tells visitors how to complete the conversion. It’s like the sign hanging above the checkout aisle at the grocery store that tells shoppers exactly where to go to buy.
Confirmation page
Though not a part of the actual landing page, a confirmation page is where you send visitors after they convert. No conversion process is complete without one. Use a confirmation page to let visitors know what to expect next or to share valuable resources.
Design
A well-designed landing page uses visuals to add emphasis, incorporates a lot of white space, uses guiding lines to direct attention, and builds trust by repeating design elements, styling consistently, and leveraging smooth transitions.
Video
Not all landing pages include videos, but videos can improve conversion by 86%.
Forms
Not all landing pages need forms, but for the ones that do, forms should be short, concise and frictionless. The more form fields, the lower your conversions, which is why we like to use the breadcrumb technique for forms.
Fast loading
Last, but certainly not least, page speed. Like any other page on your website, your landing pages should load within 1-2 seconds. Conversion rates drop by 4.42% for each additional second of load time (0-5 seconds).
