Basically a landing page is any web page that you arrive at or “land” on.
But it is pretty much understood that a landing page is a standalone web page designed for a single focused objective as opposed to your main website.
There are 2 basic types of landing page, Click Through and Lead Generation (referred to as a Squeeze or Lead Capture page).
Click Through Landing Pages
The goal of this landing page is to persuade a visitor to click through to another page. Typically used in E-commerce funnels, they describe a product or offer in sufficient detail warming up a visitor. Pushing them further down the funnel to where they are closer to making a purchasing decision.
As a result, a click through page typically takes you to a shopping cart or registration page – With a better chance of conversion.
When asking them to buy something, make it as easy as possible. Just ask for the necessary: billing and shipping information and a confirmation screen before placing their order. Keep it as simple and concise as possible.
Wait until after their order has been placed to ask them for any additional information.
Lead Generation Landing Pages
Studies show that the average conversion rate for a website is between 1% and 3%, which means it’s only converting a small portion of site traffic.
A lead-capture page / squeeze page on the other hand is a crucial must-have for any website because it provides a targeted platform for converting higher percentages of visitors into leads.
In fact, landing pages have a 5-15% conversion rate on average. Yet they are often overshadowed by a homepage or other product pages.
The sole purpose of a lead generation landing page is to collect valuable user data by permission of your reader, such as their email address and name.
This lead capture page contains a lead magnet offering something of value to your reader in exchange for their personal data. An opt-in (sign up) form is included and when filled out gives permission to put them on your mailing list.
Your opt-in form should only ask for the most vital information such as their email address and name. Anything more than that decreases the chances that they’ll finish and submit the form.
Here are some examples of items offered to your readers when they opt-in.
- Ebook or whitepaper
- Webinar registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- Free trial
- A physical gift (via direct mail)
- Notification of a future product launch
Never Use Your Homepage as a Landing Page
Homepages typically have too much going on and can loose your visitor. The same is true of your main product page or any other sub-page on your site. A landing page will convert your visitors into leads much better as they are focused on that one task.
So what makes a good landing page?
A headline is where everything begins — interest, attention, and understanding.
The headline is the first and most critical action of a landing page.
This is what it needs to do:
- The headline should grab the reader’s attention.
- The headline should inform the user what the product or service is all about. Note: If your headline complements an image that explains the product/service, then you’re good.
- It should be short — never more than twenty words, preferably only ten.
A Clear Call to Action
Your landing page must have a goal with a clear call to action and should be supported by everything else on your landing page, from headline to body copy and overall layout.
Keep the Objective Simple and Clear
Make it clear what the landing page is about. Don’t stuff too much information into it.
It;s all important that your call-to-action (CTA) is crystal clear and what you want your visitor to do.
Make sure you use text and limit the amount of copy. Images, media, and links are not necessary.
Match the Content to a Visitor’s Previous Source
Whatever source you get your visitors from make sure your messages are consistent. If your ad or hyperlink in an article says, “Download our Marketing E-book” than your landing page should be about that. Because if there’s any disconnect in your messaging, visitors will leave. And that’s not what you want.
To Create An Effective Landing Page Test, Test and Test
Finding the most effective page design is a matter of trial and error in most cases. It’s important to test different versions of your landing page and find the one that works best for your particular situation. This is done with A/B testing. A/B testing is simply testing A landing page to B landing page and choosing the one that does best. Not doing so might be loss of potential conversions.