Check Out What is a Landing Page

Landing page definition

A landing page is an online marketing term. It refers to a specific kind of a web page, created solely for marketing campaign purpose. Users arrive at a landing page after clicking a link, which usually appears in an advertisement.

What is a landing page and how do you use it? Usually, it’s a standalone page made to collect leads – visitors’ contact information. To gather a lead, you need to offer free resource in exchange, i.e., a guide in PDF file, a discount for one of your products or a free trial of your service. It’s called a lead magnet. After earning visitors interest, you need to channel it towards the conversion, which usually means filling the form on a landing page.

Landing page definition wouldn’t be complete without a word on forms. This is the very core of a landing page – information gathered in the form (usually at the bottom of your page) are the most conclusive outcome which you can use to assess effectiveness of your landing page.

In conclusion, landing pages are far more efficient than standard websites, because they are focused on one purpose. They also affect analytics positively, for it’s really easy to track landing pages’ performance.

landing-page-examples

How to create a landing page?

Creating a landing page is not a complicated process, but there certainly are some things that need to be done if you want your landing page to be effective and good-looking. To begin, you’ll need your Landingi account, information about a product or service you want to advertise, and up to few hours of your time. That’s pretty much it… in technical terms, but you really shouldn’t forget about a concept for your marketing campaign as a whole. The landing page you’re planning should be designed and written as an integral part of it.

 

To make it as easy as it gets, split the landing page website into three major aspects: Visuals, Content and User Experience. None of them is more important than the others for the overall performance of your landing page. Learning to use them better may be just what you need to build a landing page that converts. But before you do, start with some preparations.

Landing page good practices

Effective landing page must always follow these good practices:

Aim at a single, well-planned goal, such as buying a product, filling out a form, or downloading a file.

Use clear Call to Action, such as 'Fill the form' or 'Buy now'.

Your landing page design should be simple with a clear message.

Use short and concise copy, written in the language of values and benefits.

Do not use elements that can distract the visitor from completing the action.

Omit the standard website navigation menu.

How to build a landing page – preparations

Start with asking some questions: who will be the recipient of your landing page (and a whole campaign)? What is the purpose of a page you’re going to create? Where do you want to look for leads? Seek for answers below or read more on why you should choose a landing page over a regular website.

 

Audience

Gather everything you know about your audience and bear that in mind while creating your landing page. Each graphic, each piece of content should be tailored to fit your target audience. And if you don’t already have a specified target, do what it takes to determine who are you advertising to.

 

Goal

Every landing page should fulfill one and only goal. Determine what it is and stick to the plan. If you want to generate leads, include only crucial content on a landing page and in the form below ask only for the information you really need to collect high quality leads. If it’s the event sign ups you’re looking for, make sure that visitors are well-informed about the date, time, place and price of the event. Construct the form so it contains just enough fields to fill.

 

Source

Think of where do you want to place links directing to your landing page. Spreading it all over the internet seems fine, but only up to the point of counting expenses. Plan your paid campaign carefully to avoid any disappointment in the process.

 

visual elements of a landing page

How to build a landing page visuals

The external side of your future landing page can be so appealing to the users, that they will decide to stay on the landing page solely because of it. Of course, only if it’s greatly designed and eye-catching. But that cuts both ways, as always – pay insufficient attention to web page design, and people won’t notice it at all or even will get repelled by it. Avoid it at all costs by focusing on visual side of a landing page. 

 

Logo and color palette

Each company should have its brandbook – a set of rules that applies to every use of company’s logo and other visual assets (colors, fonts and so on). If you don’t have it, just check, which colors are characteristic for your product, brand or company and be sure to use them on a landing page. The same goes with logo. Include it in a visible place to let people know, who runs the party.

 

High quality graphics

It’s no 2000s, using 640×480 pics make your landing page looks terrible and will not win you any attention – at least not a desired one. Use only high-quality, relevant graphics and don’t forget: stock photos are passé for quite a long time now. Anyone, who’ll visit your landing page just to be attacked by the very same stock photo he or she’ve seen dozens of time before, would just turn around and leave. Uniqueness is the key. And in Landingi we deliver uniqueness as a standard – check out our features!

 

Videos

Not every landing page needs a video, but overall it’s a good idea to include a short clip that shows the best features of your product or service. The video can also serve as a guide or a social proof. Learn more about using videos on landing pages and make the most out of them!

visual elements of a landing page

How to design landing page content

Since we’ve got design covered and we know more about how we want to show your product to the world, it’s time to specify what we’ll have to say about it. Every word you place on your landing page matters. Every headline and button may trigger the event of visitor becoming a customer of your company, so watch your words… and plan each of them carefully.

 

Title and headlines

If you want your landing page to accelerate your sales, it has to be noticed first. Without any attention, even the best landing page may get lost in the depths of the Internet. What you need to prevent that, is an eye-catching title and equally tempting headlines. Another “Hot sale!” title won’t encourage anyone to check out what you have prepared. Write responsibly and don’t wait passively for the results. Think about the most essential thing, that distinguish your landing page from any other, and show it in the title. Make sure to deliver whatever you promise – people hate clickbaits with all their hearts. Catch a glimpse of what matters in content marketing!

 

Testimonials

People usually get convinced to try out some new things by other people, who have already tried and had nothing but good experience. This is why social proof often works miracles… but not every time. Unfortunately, we got used to see fake testimonials all over the internet – but sometimes it’s not easy to distinguish them from perfectly fine ones. Do your best to include only reliable testimonials on your landing pages. It should be real stories told by real people, with their full names, photos and maybe company names included, to increase their credibility.

 

Features and benefits

Once you grab the attention of your visitors, prove they made the right decision by staying on your website – show them what they can achieve with your solution, and which elements make it the right choice. Bring out every feature that might be interesting for future users and don’t forget to highlight the most crucial ones! Be sure not to overwhelm readers with too much text. Focus on what’s best for them, instead of creating a litany which consists of even the least important characteristics of your product – no one would read it, if it’s simply too long.

content elements on a landing page
UX on a landing apge

Take care of a User Experience

While visuals and design are made to please users’ eyes, content is written to deliver the necessary information and to convince the unconvinced, the third thing that really matters in terms of creating a landing page, is to allow users to navigate it smoothly and without unnecessary distractions. How to provide seamless user experience to the visitors?

 

Let go of classic menu

A landing page is supposed to fulfill a single goal, so it’s better to focus on it instead of distract users with number of links redirecting to other places in the web. Use the landing page only with its primary purpose – this way you can count on bigger conversion and more valuable leads. Let go of classic menu that leads to the pricing, contact or catalogue. Include only buttons and links to 

 

Simple the best

From top to bottom, a landing page needs to be simple and straightforward. State your business in the headline, include a single button that scrolls to a form or opens a pop-up. Do everything it takes to help people get through the whole process with little effort. Spend some time on designing the form, as it’s the final frontier between a landing page visitor and a lead. 

 

Since your goal is to get as many high-quality conversions as possible, you should really give a form some thought. It’s not that easy to find the perfect balance between gathering all the important data and getting a large number of conversions. The more fields there are to fill in a form, the less conversions you’ll get. But it might be just what you need, for people willing to leave out more info are probably eagerly interested in what you’re offering. 

 

A Call to Action

Usually, people identify CTA with the button, but it refers also to the words, that have to convince the visitor to become a lead. A perfect CTA is short enough, catchy enough and clear enough. Short, to avoid tiring the readers, catchy to be remembered and clear to be understood. 

 

Don’t forget about the visual side of the CTA – a proper font, size and contrasting color of the button can make miracles, if used wisely. 

 

UX on a landing apge

Landing page optimization – testing and conversion rate

An answer to a “what is a landing page” question isn’t as easy as it seems. This is why landing pages are still objects of testing for many marketers. They raise conversion rates and apply gained know-how in the next steps through constant testing. Landingi platform allows you to compare created landing pages in two ways:

ab

A/B tests

preparing two landing page versions, that differ from each other with only one thing, such as the color of a button. The test ends after selecting a winning variation, which is put to further optimization.

mvt

Multivariate test

You can modify more than one element in your landing page variation. These tests may be faster than A/B testing, but do not allow you to answer the question – which specific change influenced the improvement of conversion rate.

Landing Page Builder

Marketing campaigns are geared to generate maximum number of customers. That’s why the landing page should both increase the conversion rate and automate the work of its owner. Since you already know what is a landing page, it’s time to build your own in Landingi – an easy, drag and drop landing page builder.

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Landingi platform

Landingi allows you to seamlessly integrate your landing page with 3rd party tools you are using every day:

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