What is a landing page
Here we will tell you how to best use a landing page. But first we will explain what they are specifically about: they are web pages created to achieve the conversion of the potential customers for which they were created. A conversion is an important (and valuable for you) action performed by a user or customer on your platform: it can be paying for a membership, subscribing to your newsletter or buying access to a paid website, for example. A landing page is considered as an important element within a larger marketing and positioning strategy.
Landing pages are created after studying the audience (they are targeted to a specific audience) and are designed to achieve the relevant actions mentioned above, so they make a specific call to action and avoid possible customer distractions. In this sense, we must create a landing page with valuable content for each type of conversion we want.
It is important to bear in mind that the data requested in the forms must maintain a balance with the value provided by the content offer. That is to say, if the content is of great value, the visitor can be asked for more information.
When designing your landing page it is necessary to know what your objectives are, as well as the global goals of your venture. It is also important to set a standard of results, whether they are new subscribers, sales or downloads, for example.
Types of landing pages
There are different types of landing pages depending on the objective:
1. Landing page to capture leads: the objective is to capture leads through a form. A lead is a potential customer in your business who has shown interest by leaving their data. With the name and email we can have a conversion outside the web and networks. This strategy is known as permission marketing and is useful for direct communication and for subscribing to newsletters.Another valuable lead data is usually the phone number, as it allows us to contact via WhatsApp or Telegram, in addition to calls. But keep in mind that the more data we ask for, the lower the conversion rate. This potential customer is aligned with our products and services, but we need to build trust in the relationship with newsletters or simply emails.
2. Landing page for sales: the goal is to convert the lead into a customer. A sales page is a further step in the conversion funnel*. The lead has shown interest in a product or service, and is evaluating a purchase.
A sales landing page must resolve doubts and must be complete, even offering different purchase options. For the launch of new products or services, a sales landing page is usually used, but with certain attractive elements for a certain period of time (promotions or offers).
These temporary offer pages are usually not indexed and disappear after the promotion period. However, landing pages for normal sales are indexed and created for unlimited time.
3. Landing page on Facebook or Instagram: When your goal is to optimize social networks, adapt the landing pages and add calls to action. Introduce several links to your website containing the forms. Facebook or Instagram are effective channels for linking the company to the potential customer. You can go into more detail on how Facebook Ads works in the following link.
4. Landing page click-through: to lead the user to a direct purchase, create a click through page, which usually leads to an offer or a “trial period”, be it a software, an educational program, a service, etc.
Do not put more than the button for the purchase, since any other link can make the user escape.
As you can see, a landing page is a powerful tool when used correctly. It is very useful to look into how to optimize your landing page, whether you want to design and create a landing page yourself, or if you decide to pay for a professional landing page creation service.
Footnote
*A conversion funnel refers to the journey a consumer takes through an Internet search or advertising system, navigates through an e-commerce website and ultimately makes a purchase. The consumer is considered to “convert” from a site visitor to a buyer.