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Digital Marketing Concepts


Landing Page

A landing page (LP) is a page that you “land” on by clicking an ad or a campaign or link. As you browse and navigate the internet, you visit landing pages all the time. The goal of creating the landing pages is to convert the traffic into leads. If the landing pages are optimised, the rate of conversion will be higher.

Whatever industry you’re in, it’s always a good idea to create a new, relevant landing page with a strong call to action to attract new customers. Studies show “48% of marketers create a new and custom landing page for every marketing campaign.”

Irrespective of how you land on the landing page, whether from a search ad, clicking on the link on social, email campaign, Whatsapp link or whatever source, the goal of the landing page is to attract you to become a customer. Hence, LP are very crucial for businesses!

What is Landing Page?

Landing pages are standalone web pages that are visited by Internet users after clicking an ad, an email, or a social media post. It can also be the page that appears after clicking a call-to-action button or the homepage of a website.

Because landing pages are designed to convert visitors into customers, optimising their performance can lead to significant improvements in your business. When you optimise a landing page, you ensure that you get the highest possible conversion rate from the visitors who land on that page. Landing page optimization can assist you in lowering customer acquisition costs, acquiring more customers, and maximising the value of your advertising spend.

Tips To Increase Your Landing Page Conversions

According to HubSpot’s Marketing Benchmarks Report, if you increase the number of landing pages you create, it will show an increase in leads up to 55 per cent.

However, even with landing pages, converting visitors into leads is much easier said than done.

Here are a few tips that can help you optimise your landing page for higher conversion.

Attractive Headlines

“Did you know that only about 2 out of every 10 people continue to read what’s after the headline?

This is what an impactful headline do to your overall content.

The stronger your headline, the more likely you are to beat the odds and have more people read what you’ve written. The purpose of your headline should be to attract your visitor to continue reading. A clear and compelling headline that communicates your unique selling proposition (USP) is the key.

Write Compelling Copy

Landing pages, like email campaigns and ad marketing campaigns, are more effective when the copy is brief, on-brand, and relevant to your target demographic.

Here are a few things to think about when drafting a copy:

  • Your message should be straightforward, informative, and concise.
  • Use bullet points if necessary to make it easier to read.
  • If you’re promoting a sale, make sure your copy has a sense of urgency.
  • Be clear about why you’re requesting their information and what kind of communication they can expect from you in the future.

Include the Lead Form Above The Fold

The phrase “above the fold” can be traced back to the newspaper. The most compelling stories were placed on the first page, like the traditional newspaper fold. So that customers would see the headlines and want to buy the paper.

You can achieve the same effect by placing the lead capture form above the fold—the point at which visitors are encouraged to scroll down to learn more. A concise lead capture form can significantly increase the chances of your prospects filling them to generate leads.

Add a clear and strong call-to-action

Every landing page should have a strong call-to-action(CTA) that creates a sense of urgency in visitors.

The CTA button should stand out from the rest of the page, so use a colour that contrasts with it. Use an action verb that states out what you want visitors to do, such as “submit,” “download,” or “get it now,” to make it obvious what you want them to accomplish.

Choose high-quality yet optimised images

Because people process visuals faster than text, the image on your landing page is one of the first things they see, and it sets the tone for their whole experience.

Using high-quality images on your landing page is one of the most effective strategies to keep visitors engaged. Optimize all the images without sacrificing quality.

Add Social Proof

Do you ever read customer reviews before making a final decision about a company or a product?

If so, you’re already aware that social proofs like online reviews may have a significant impact on a company.

Include Social proof such as testimonials, reviews, customer logos, industry badges, awards and more on a landing page. This establishes trust and credibility in your product.

Make your landing page responsive

Your landing pages, like every other page on your website, must be responsive to support all browsing experiences. As more people browse on their mobile devices, make sure your landing page is mobile-friendly.

Decrease landing page Load Time

A website visitor’s satisfaction depends on how quickly the page opens. Nobody likes to wait on the page that says “loading” and does nothing.

A one-second delay in page load results in higher bounces, thereby resulting in fewer conversions and page views.

In Nutshell

To sum it up, create a landing page for every campaign with a specific goal. Optimise it for better user experience and higher conversion. A well-designed landing page increases conversion rates, minimises customer acquisition costs, and optimises the value of your advertising money (Return on ad spend or ROAS).

The last thing to remember is – page optimisation is not something that can be done once and it says forever. You need to revisit and continuously enhance the page for a better experience.