Page. Landing Page. Nice to Meet You!

Today we are going to make clear on some essential aspects related to landing pages. This term has many names. I am used to the “landing page”. In original this term sounds like “landing page” or “lead capture page”. The second version is even more precise though it is rarely used. This page has only one goal – to generate leads. Or bring customers, depending on the goals.

1. Landing page is not a website

Let’s start with the fact that landing page is not a website. And even not the part of a website. It is a separately living webpage, optimized for specific keywords and with highly targeted traffic coming to it.

The sources may be different:

  •  E-mail newsletter;
  • advertising in the paid search (and other types of internet advertising);
  • Offline advertising (mass media, handouts);
  • Social networks.

2. Hush! The main secret of all landing pages

It is the visitor conversion into the lead or in a customer at once, depending on the target action. You don’t really think that the Internet is for selling only? The target actions can be different:

  • To buy the product (to order a service);
  • To request a demonstration (for complex platforms and decisions);
  • To apply for consulting;
  • To register for the seminar;
  • To subscribe to newsletters;
  • And even to join the community in the social network.

So, the main place should be taken by the same “king button” or the “king form”. Being in any part of the page the user must know where to click to obtain your product. To achieve this, duplicate keys (call-to-action) and, for the whole Internet’s sake, make them noticeable and bright. There is nothing worse than willing to buy and having no idea how to do it.

The same is with the forms. There is nothing worse than the form of 27 fields that no one knows how to fill in, the required fields are not marked, and one cannot understand captcha even with three certificates of higher education. Now we have to receive a lead –our customer contact information. Electronic address would be enough but adding the name would serve even better.

Simple form of two fields

Big forms are necessary but not for all customers. Two will do for cold visitors. But if your website can recognize visitors, you can show the form of more fields to your regular visitors (heated up to the “sales-lead” condition – ready to buy).  You can get to know each other better at the same time.

 3. Content decides everything

And I mean a convincing content! With a long chunk of text you will be able to convince in your product’s quality only undemanding part of population. Not the other part of the mankind.

Brevity is the soul not only of wit but of a landing page too. You should not put the list of 135 unique selling propositions of your product. Select 3-5 main features – the ones that meet the demand of the target audience. If young mothers are going to visit your page, 8 airbags will be the best convincing factors.

4. I came, I saw, I conquered

As you’ve understood, conviction receives special attention on the landing pages. Add your customers’ reviews, links to critical articles, provide the opportunity to download additional materials and put the logos of your customers.

Everything must confirm that you are being trusted and you many are working with you.

Customers’ logos

5. Find out in 10 seconds

You remember that landing page is not the website, don’t you? A person can be on the website for hours, studying all your products, services and employees’ photos, but on the landing page he has to understand what we offer in 2-3 seconds. A couple of seconds for a page view and a couple more for reading convictions. This will be ideal.

As you understand, this time is not enough for reading much. Show your product to the customer. Show how it looks like, from all sides, how other people use it. Do everything to make your customers associate themselves with these people. Show them how happy they are having this. Positive attitude is a key to a good mood and conversion.

6. Header is crucial

In order landing page causes even less questions it must be synchronized with the resource header referring to it – for example PPC, banner or a link in an e-mail.

7. Landing page, how to create it

There are two ways to create a landing page.

The first one. You can order its development, design, programming and its layout in web-studio. You can also delegate them your advertising campaign management.

The second one. You can use marketing platforms generating such page in a nick of time. Those are either large internet-marketing automation systems like HubSpot (http://www.hubspot.com/) or cloud services with intuitive design and acceptable prices.

In the first case the development process is the same as website creation. In the second case – you just put the content in the constructor and the page is generated automatically.

via

 

Leave a Reply

avatar
  Subscribe  
Notify of

Recent posts

How to develop an effective content strategy for a blog of a home decor store

May 20, 2020

Blogging is a comprehensive and affordable content marketing tool for eСommerce businesses. It helps to grow organic traffic on an eСommerce website and save money on advertising. In this article, we’ll tell more and try to add some non-obvious reasons to the ones mentioned in the sentence above, and share our ideas on how to Continue reading >

Marketing Tips for Real Estate Websites

May 13, 2020

The estate agent market is a highly competitive niche which looks much like a battlefield, where companies are fighting to conquer every potential client. How to build an effective marketing strategy and what to start with, if you are only planning to enter this market – Kirill Dubinin, Overseas SEO Specialist from Promodo shares the Continue reading >

Customer Loyalty Program for eCommerce business: 10 popular myths debunked

May 6, 2020

In this article, we dare shed the light on the most popular stereotypes and beliefs that envelop what marketers call “a good eCommerce loyalty strategy”. We’ll talk about how much customer loyalty really costs when measured by time, efforts, mistakes, and of course money.  For our customer loyalty research to be fair and truthful, we Continue reading >

What happens to eCommerce in quarantine: 240 companies surveyed

April 30, 2020

Traditional patterns and consumption habits have rapidly and radically changed in less than a couple of months. Companies rushed to strengthen their digital competencies, cut budgets, and rewrite the habitual scenarios. It seems like the world of ecommerce will never be the same after the COVID-19 pandemic. As a digital marketing agency, Promodo focuses mostly Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]

UK | USA

+44 (0) 20 313 766 81
+44 7852 537715

Lincoln
The Terrace AT5,
Grantham Street,
LN2 1BD

+1 347 809 34 86

Las Vegas
7848 W. Sahara Ave.
NV 89117

CEE Ecommerce Report 2019

Based on the analytics data of 292 websites

enter correct name, please
enter correct e-mail, please

Page. Landing Page. Nice to Meet You!

0
start now

Start now