Do I need a landing page?
If your website doesn’t bring you the conversions you planned, you might want to try another approach. A landing page gives an opportunity to present the company offer in a more specific and direct way than any homepage does, while the homepage stays the same.
A landing page doesn’t need to have it all like your homepage does. The users won’t be disturbed by all the links to ‘about us’, ‘search’ and so on. You can just let them do what you want them to do – subscribe to your newsletter, download your white paper or allow them to go further (e.g. full registration form).
Also when you’re starting a marketing campaign on the internet, whether it’s a display ads campaign or a search engine campaign, you probably don’t want to redirect users to your homepage – how would it be connected to the ad? If you do that, users might immediately leave your site. To keep them on your page, you need a proper welcoming – that’s exactly what landing page is about. A landing page can make the user journey cohesive with your campaign AND catch the users’ attention (so that they will make further steps).
What kind of landing page?
There are two main kinds of landing pages:
- Lead Generation Landing Pages
- Click Through Landing Pages
Lead Generation Landing Pages
You probably heard of leads, but what are they really? A lead usually is the contact information of a customer who is interested in a specific product or service. Thanks to given information (usually e-mails), you can make an e-mail campaign and the probability of making the contacts your customers grows.
On lead generation landing page you show the users exactly what you want them to do upfront. If you just want to build an e-mail base, you put only one form – to fill with an e-mail (most popular and effective). If you want to invite them to your event, you’ll probably need a little more info forms like we did for DAKEA:
Also if you’re giving away a really valuable piece of content (e.g. 100-pages ebook or a webinar), it can be considered a waste not to get more info from your users, like where they’re from, what company do they work for, their occupation, and so on.
Click Through Landing Pages
Usually, provide a direct persuasion (Call to Action – CTA) to go further – e.g. product/service purchase page or a larger registration form. Since it’s not the last step, you can put a little more info than on the lead generation landing pages. We wrote about it already on the blog here as a landing page example: http://rockon.tech/website-to-make-money/. See how we managed to activate people to register as a possible transplantation donors thanks to the landing page:
It’s been debated whether a landing page should have a clickable company logo redirecting to homepage. Maybe some users want to know who you are, need to see the company before going any further? Also, it’s a long-established standard that logo redirects to the homepage. Yet it’s been tested that when you allow users to escape your landing page to ‘land’ on your homepage too easily, users tend to close the site and the conversions drop.
What can a landing page do?
- Refresh your image. While the rest of your website stays the same, you can present your dynamic, straightforward, innovative side on LP,
- Guide your visitor directly to the desired action. That’s why a ‘CTA design’ is so important and should be big and distinguished from the whole page (at least by color or bolded font).
- ‘Warm up’ the visitor to make a purchase of your service/product.
- Be the bridge for the user between a banner and meeting your company. Basically, every campaign needs a new landing page. Why? The same reason you differentiate ads for different audiences. You do, right? If not, it’s high time you start because otherwise you’re wasting money, trying to reach to everyone with the same message. Maybe it’s not the user’s first visit on your page but you didn’t manage to engage them the first time – now you get the second chance.
- Generate the leads, as explained above. It’s considered the most valuable and efficient way to use a LP.
- Make the users your customers. Sometimes it takes more time and lead generation is a step forward into making customers. But if you build a good landing page leading straight to the purchase option, some users may decide to buy your service/product without any intermediate state. And if they visit your site after searching for the particular stuff, a nice landing page may be the decisive factor in the customer journey. However, there are many industries where this kind of directness won’t work.
What can you offer on a landing page:
- a physical product
- company event e.g. sponsored concert
- valuable content in the shape of ebook or whitepaper
- discount coupon/voucher
- contest entry
- free trial
- notification of a future product launch
- an offer to test a beta version of a service or product
How to test your landing page? How do you know if you’ll get the leads and sales?
If you have the possibility, show the landing page to people who don’t work at your company. Do they feel lured to leave their e-mails? Then there is A/B testing. Let’s say you want to reach 10000 customers. First, try your landing page on two small groups – 500 of your users will see version A, another 500 users will get version B. Which one converts better?
How can you drive traffic to your landing page:
- paid campaigns: display, paid search engine results, social media promotion – almost every internet campaign needs a new landing page!
- an e-mail campaign to your subscribers,
- a link in posts on your social media profiles,
- a link to the landing page in an article on your company blog,
- offline ads (yes, they still exist, but don’t expect too much traffic from this source).
To verify or not to verify an e-mail?
What if someone types in a fake e-mail? You can check that by sending the pdf or a link to download via e-mail. In other cases, you can send an e-mail with a verification link, required to be clicked in order to finish the process.
How to make a landing page that will drive conversions?
#1 Don’t overload LP with text. One big headline, one informational subheadline, optionally additional essential info, and not much more text to keep the user focused.
#2 Make a single clear big CTA distinguished from the background and other text on the site by color or/and bolded font. Also, the CTA text must precisely communicate what your users can get (‘read …’, ‘subscribe to …’, ‘get your seat in…’, and so on).
#3 Use a friendly, preferably contrasting or plain background. Like I mentioned before, the appearance of your LP might be a crucial factor. You wouldn’t set just anything as your desktop wallpaper, would you? So be kind enough to give users a good-looking appearance (and remember that the background needs to make the CTA shine above all).
#4 Use images wisely – if you decide to have an image on the LP, it’s best to choose one beautiful picture and not distract visitors with too many colors and shapes. It needs to be put on a ‘free’ space to avoid interference with the text.
#5 Tailor LP to the campaign, the audience, and source of traffic. Make the LP consistent with the link that drove users to it (whether it’s a display ad or search engine result). The degree of customization should consider the industry you’re in. If your users represent a variety of demographic characteristics, you need at least a few personas to tailor your communication to. But there are some industries with homogeneous target group – then one type of LP can be enough.
#6 Don’t ask too much information. The less info you want, the more people will fill the form. If you ask only for an e-mail, you’ll get the most of it. If you need more, you better test it first (A/B) and decide how many e-mails can you sacrifice for other info important to you.
#7 Don’t overwhelm users with too many choices. Two (2) options are the more than enough. If you really need to pack a choice into your LP, make it simple (don’t forget: any further interaction with your site is already an engagement your visitor might not be prepared to). The choice between free 14-days trial OR a full subscription looks OK on a LP, if you desperately want to show users other options, save it for later, e.g. put a non-aggressive link to ‘other options of …’ or persuade the users to go for more later in an e-mail campaign.
You did it! You made your first landing page. How to know if it’s gonna work?
Apart from checking the above-mentioned list, the really crucial factors are just two:
- Landing page must be beautiful and attractive.
- Landing page must have a clear and simple CTA.
Does your LP have it? Do other people like your LP visually, quickly understand what your LP is about and can point to the CTA without hesitation? Bravo!
But if you’re stuck with a landing page that doesn’t satisfy you, let us know. We’ll be happy to help!