Whether you want to increase online sales or lead generation, you necessarily need to create and optimize a destination space that can welcome users to your website: landing pages .
Design and content oriented towards conversion and usability can really make the difference in your web marketing strategy!
Landing pages, as per the literal translation, play an essential role in online commercial activities: they are the pages where the customer lands after clicking on an advertisement. In the latter, the visitor’s interest is persuaded and pushed to click on a CTA which will redirect him to a landing. And it is precisely where he has landed that he must be converted into a user: the landing page has the aim of making him carry out actions which in most cases are represented by filling out a form. Landings support Ads and for this reason they must confirm and faithfully reflect what is anticipated in the ads. They must therefore be designed based on the offer or campaign created, in order to carry out the actions you desire.
We can create an ad hoc strategy but if the customer is redirected to an ineffective page then it will all have been in vain: therefore we firmly believe that landings must first be created and secondly optimized .
Landing page or destination: purposes and types
Simply put, a landing page is a stand-alone web page that a visitor reaches by clicking on a link or online ad. This page is strategically designed to direct the user’s attention towards a specific action or goal. The objective can be varied: signing up for a newsletter, downloading an ebook, making a purchase or requesting information.
The purposes for creating landing pages can be the most disparate:
- They allow you to focus the user’s attention on a specific offer or promotion, eliminating distractions and superfluous information on the main website. This helps increase the chances of conversion, as the user is guided through a clear and specific path.
- They allow you to collect useful data on people who show interest in a product or service. Through the contact forms on the page, it is possible to obtain information such as name, email address, telephone number, allowing you to start direct communication with potential customers.
- They allow the possibility to test and optimize different variants to improve performance. You can create several versions of a landing page and test them to identify which version generates the most conversions. Through the use of analysis tools, such as the famous Google Analytics 4, it is possible to obtain detailed data on visits, conversion rate and other useful metrics for evaluating the effectiveness of the page.
Depending on the purposes, different types of landing pages take shape, each of which is shaped to a specific business objective..
The most common are:
Lead generation landing page : This type of landing page focuses on collecting visitor information, such as their email address or phone number. Typically, these pages include a signup form or an offer of free content (for example, an ebook) in exchange for your data.
Direct sales landing pages : These pages are designed to convert visitors into customers by offering a specific product or service. Typically, they include a detailed description of the offer, testimonials from satisfied customers, and a clear call-to-action to make the purchase.
Event or webinar landing pages : These pages are used to promote events or webinars. They provide detailed information about the event, the speakers involved and the benefits of attending. They often require user registration to participate.
Product launch landing pages : These pages are created to generate interest and anticipate the launch of a new product or service. They can include promotional videos, striking images and the ability to pre-order or sign up for more information at launch.
Download landing pages : These pages allow visitors to download free resources or content, such as ebooks, white papers, infographics, templates, etc. They may only require your email address or other basic information to obtain the download.
Booking Landing Page : These pages are used to allow users to book an appointment, consultation or service directly through the landing page. They can include a calendar with availability, choice options and a booking form to facilitate the booking process.
Survey Landing Pages : These landing pages are used to collect data and feedback through surveys or questionnaires. The goal is to gain valuable insights into customer satisfaction, preferences or other market research. Typically, pages include targeted questions and entice users to participate by offering incentives such as discounts or freebies.
Upsell Landing Pages : These pages are used to propose an additional offer or upgrade to those who have already made a purchase or are interested in a specific product or service. The goal is to increase the average transaction value or encourage the purchase of related products.
Thank You Landing Page : This type of landing page appears after the user has successfully completed a desired action, such as signing up for a newsletter or purchasing a product. These pages are designed to thank you and may include additional helpful information, an invitation to share your experience on social media, or promote other offers.
Each of these types of landing pages has a specific purpose and can be customized based on your marketing needs and business goals. The choice of the type of landing page will depend on the marketing strategy , the target audience and the desired action you want the user to take. They incorporate an effective way to generate qualified leads, convert visitors into customers and achieve measurable results.
The effective landing page in 10 steps on WordPress
There are numerous ways in which you can create landing pages but in this article we want to focus on how to create them in WordPress , rather than with other tools or software. Simplicity wins over everything: and this is why we choose to use the CMS, not surprisingly, most used for creating websites. Ease of use and implementation is the core business of this content management system. So, let’s explore it more closely!
Define the goal : Before you begin, establish the goal of your landing page. Do you want to collect leads, sell a product or promote a service?
Choose a WordPress theme : Use a WordPress theme that suits your purpose and has an attractive design.
Select plugins : Add the plugins you need to create the features you want, such as contact forms, social media sharing, or testimonial elements. Among the best known we find Elementor, Beaver Builder, The Divi Builder, Instabuilder and many others.
Structure the page : Plan the structure of your landing page. Include a clear title, subtitle, description, and call-to-action.
Create a contact form : Add a contact form to collect visitor information. Ask only for essential information to avoid making the form too long.
Add visual elements : Use images, videos or graphics to make your landing page more eye-catching and engaging.
Use testimonials : Insert testimonials or customer reviews to increase trust and credibility.
Optimize for search engines : Make sure your landing page is optimized for search engines. Use relevant keywords in your title, description and content.
Test and measure : Conduct A/B tests to compare different versions of your landing page and find out which one gets the best results. Use analytics tools like Google Analytics to monitor performance.
Optimize for conversion : Analyze the data collected and make any changes to improve your conversion rate. Pay attention to usability, loading speed, and overall user experience.
Essential characteristics of a Landing Page
When creating your landing page you cannot leave out key elements that will make your landing page effective :
Clear Objective : Clearly define the objective of your landing page. Whether it’s generating leads, selling a product, promoting an event, or more, make sure your goal is well defined from the start.
Eye-catching design : Your landing page design should be eye-catching, professional, and consistent with your brand. Use colors, typography, and images that suit your target audience and grab users’ attention.
Key content “ above the fold ”: Make sure the most important content, such as the headline, value proposition and call-to-action, are visible without having to scroll down the page. This is the main element that users will see when they land on your landing page.
Compelling headline : The headline, or the main title of your landing page, must be clear, engaging and action-oriented. Capture the user’s attention and communicate the unique value of your offer.
Clear and concise value proposition : Communicate clearly and concisely the benefits and value that the user will obtain by choosing to join your offer. Highlight what makes your offering unique and why they should choose you over the competition.
Persuasive content : Use persuasive text to explain the details of the offering and how it can solve problems or satisfy user needs. Provide relevant, compelling information that generates interest and desire.
Quality Visuals : Use high-quality images, videos, or graphics to make your landing page visually appealing. Images should be relevant to the offering and help visualize the product or service you are promoting.
Clear and visible call-to-action (CTA) : Your landing page should include a clear, well-placed and visible call-to-action. Make sure the CTA is noticeable and pushes the user to take the desired action, such as signing up, purchasing or downloading.
Simple contact form : If you are collecting information via a contact form, make sure it is simple to fill out. Request only essential information and minimize obstacles that might discourage the user from completing the action.
Social proof elements : Include reviews, testimonials, or data about your positive experiences with previous customers. These elements of social proof can help build trust and credibility in your offering.
Responsive design : Make sure your landing page is mobile-friendly. An ever-increasing number of users access the web via mobile devices, so it is essential that your landing page is easily viewable and navigable on screens of different sizes.
Tracking and analytics : Use web analytics tools to monitor the performance of your landing page. These tools will give you valuable insights into your traffic, conversions, and user behavior, allowing you to make any changes and improvements.
Considering all these essential features will allow you to create a structured and well-thought-out landing page ready to maximize your chances of success. The continuous maintenance and testing of Lansing is a given: social proof helps to optimize and therefore adapt your proposal to users’ needs.
Final thoughts
As we have seen, by exploiting the power of landing pages and adapting them to your objectives, it is possible to maximize the success of online marketing campaigns.
If do-it-yourself is not for you, our team of developers is ready to satisfy your every business need and the latter can only improve with advice from our web marketing team.
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