: 14th Feb 2021 : Lovetto Nazareth
How to Create Landing Pages that Generate Leads
Landing pages are an essential part of a company’s lead generation strategy. Digital Marketing Agencies emphasize the fact that landing pages should be simple, direct, and with a clear call to action. This blog explains in detail the key aspects of a landing page that converts.
Table of Content
- What is a Landing Page?
- What isn’t a Landing Page?
- Why Do You Need a Landing Page?
- What are The Different Types of Landing Pages?
- What are The Different Purposes of Landing Pages?
- How to Create a Good Landing Page?
Landing pages are an essential part of lead generation and sales strategies. If you are into Digital Marketing, you might be aware of the importance of landing pages. According to a statistic from HubSpot, companies that have increased landing pages from 10 to 15 see approximately a 55% increase in leads. That is why Digital Marketing Agencies focus heavily on landing pages to achieve their goals.
Now that we have established the importance of landing pages, it is important to know that as easy as it seems, creating landing pages that convert is no joke. A number of factors play a key role in converting a visitor into a lead.
This blog dives into the science of landing pages and explains all the key aspects in detail. So, starting with the basics. Let’s first talk about what a landing page is.
1. What is a Landing Page?
It is a standalone webpage specifically designed for marketing or advertising purposes. They are the pivotal part of any online strategy for any social media platform. It is basically a page on your site designed to convert visitors into leads.
It can also be termed as a form that allows you to capture a visitor’s information in exchange for a specific offer. It is the page or site where the visitor lands after clicking on a link in email or ads on Google or any other social media platform.
2. What isn’t a Landing Page?
One might ask, why is the home page not categorized under this category? You might be thinking about what makes a page qualify as a landing page as well. However, the answer lies in the "purpose" of the particular page. The purpose of the page is what defines any page as the landing page.
Now if you think about it, the home page is not primarily developed with a single “Call to Action” in mind. The general purpose of a homepage is to introduce the website or the particular brand to the visitor and give them access to all the content that can be accessible.
This allows the visitors to have several navigation paths, which is another thing the landing page is not designed for.
Now that we have understood what is a landing page. Let’s discuss why you actually need a landing page.
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3. Why Do you Need a Landing Page?
Landing pages not only increase your sales but also help build a relationship with your prospective clients. When you are selling your products online, it is very important that you have unique transactional pages for each item because it has been found that a single offer landing page can increase your sales up to 266%.
However, the purpose of the landing page does not end here. It is also of prime importance when it comes to capturing leads or getting online bookings. You offer free trials or samples to your potential clients through this page in order to build trust and nurture your leads by laddering your sales funnel.
4. Types of Landing Pages
There is a unique objective behind every landing page made for any company. Due to the diversity in the marketing goals, there are multiple types of landing pages to fulfill those purposes or objectives.Lead Generating Landing Pages
This type of landing page is specifically designed to turn potential visitors with interest in your products or who are curious about your product into leads for your business.How Do They Do it?
These pages first capture the personal information like name, company's name, email address, phone number, company size, etc. Then use this information to build an email subscriber list and then funnel the users through the inbound marketing cycle and try to convert the potential clients into leads. This, in turn, increases the number of sales.Click-through Landing Pages
This type of landing page displays information about a promotion or specific discount to convince the user to buy your product. This type of landing page is simple and is only needed or used later in the buying cycle.Explainer Landing Pages
It is an infomercial or a long-form landing page that relies on extensive content to entice its user to take the next step. These infomercials attract the users by presenting a multitude of benefits and convincing copy to educate the user.
These types of landing pages are ideal for campaigns where users are required to give personal information or for making a big purchase.
This type of landing page provides the visitor with every piece of information about the product. The main purpose of these pages is to drive interested users directly to the product and convince them to make an on-the-spot purchase.
5. Different Purposes for Landing PagesLead Generation
These types of pages might not be responsible for direct sales but help you cultivate the most qualifying prospects. Therefore, they deserve the same amount of attention and consideration as the CTAs.
This type of page asks for the user’s personal information. Now one important thing to take into consideration here is the ease and engagement of the prospect. To keep the user engaged, instead of embarking on a lengthy form-fill for the prospect, be considerate enough to break it into multiple steps with a progression bar.
This will not only keep the prospect engaged but also compel the user to complete the form submission. Also, try to ask for the needed and relevant information only. Refrain from subjecting the prospect to the misery of answering the irrelevant questions.
Now talking about eCommerce, its call of action is pretty straightforward that is to get the user to act without thinking or second-guessing his decision. For this, it is crucial to building a one-click checkout option.
Now, this is what happens; when the user places items in the cart through the "add to cart" option, they are given two options. They can either checkout or continue shopping. Now depending on the user's history, it is up to you how you customize this option for the particular user. There are basically three options to choose from:
You might think that the "high disruption" option is bad and low disruption is good as it lets the user purchase stuff with the least interruption. But think of it this way, if the user is an impulsive shopper with a high shopping cart abandonment rate, it is beneficial to force them into acknowledging their cart. If the gross sale value is low, encouraging shopping with a less intrusive experience would be more fruitful and beneficial.
DTC (Direct to Consumer)
This should be kept in mind that most of the CTAs will be the same for DTC as eCommerce with a few differences only. For example; for DTC, the brand should infuse itself into the action.
Modify the way of asking or the general language of engagement. For example; instead of using “Add to Cart”, use more engaging words like “Get Mine” etc.
No doubt the CTAs work very effectively but the branded ones create the customer engagement experience more effective and special.
Before We Continue…
Before we continue with the article, you must understand that it is not necessary that what works for eCommerce will also work for lead generation. Both the groups have different interests therefore it is important to realize this fact and act accordingly.
Another thing to keep in mind is that you want to create a landing page that limits the prospect's rejection probability to the minimum. Your potential client or lead should not have to think twice before proceeding with the action.
It should be a no brainer to engage with your brand. This level of trust in a product or website can only be built by keeping all the basics and criteria in mind. Digital Marketers understand this well and that is why they put so much emphasis on keeping the landing pages simple, concise, and straightforward. Another important thing to keep in mind is that the landing page is not a home page. It should only contain the information and actions related to what benefit is there for the visitors.
For an extensive description of your site and page, you have the home page. Don't incorporate the unneeded information on the landing page.
6. How to Create a Good Landing Page?
Calls to action, contact forms, and good quality relevant content are the basics for a good landing page. But this is not everything. There are a lot more factors that you need to keep in mind if you want your landing page to bring in more leads than your competitors. You want to make sure that you provide an excellent experience to the visitors when they click and end up on your pageCall to Action (CTA)
These are the words used to direct the user to do the thing that you value the most or what you expect them to do. CTAs normally consist of one to two words. Some of the common CTAs are:
Now, it should be kept in mind that the action that you are asking your prospect to perform should be the thing they are directed to do when they click on the CTA. For example; you cannot put a "Call now" CTA if they are submitting a form. That will be a bad impression on your site.
It is advised to limit the use of CTAs on your landing page because if you are offering prospects too many choices, it will create confusion for them and they will choose nothing and bounce away from your page and that is something we are trying to overcome through this article. The best choice is to select the most suited CTA and limit the number of CTAs used to attract as many leads as you can.
The main purpose of the landing page is to focus the user’s attention on the CTA so it is important to limit the page navigation for the user. Try and make CTA the start of the show. It gets really important to get a positive outcome from every visit to your page when you are dealing with PPC (Pay-Per-Click) policy with Google.
If you provide the user with multiple navigation options, he might end up browsing and then leaving the page. So, keep him focused on a single product of interest.
Except for when you are dealing with an Explainer Landing Page, it is very important to keep the content brief and centered so that the visitor does not get distracted. Keep the information as pinpointed and focused as possible. It will prevent any kind of user distraction through unnecessary copy, functionality, or even design.Test, Test, and Test More
For better landing page optimization, it is very important to test the landing page frequently. A/B testing everything from where to put the form to which headline works better can generate the greatest results for your campaign.
Keeping these above points and factors in mind, you can elevate the experience of your landing page for the visitors leading to an increased sale and profit value for your product or brand. This is it for today’s blog. Feel free to leave a comment if you have any questions or quarries and don’t forget to share the blog with your friends so they can also benefit. If you need Digital Marketing services of PPC Services in Dubai, ping me up and I will get back to you as soon as possible.