What is landing page and how to use it in my strategy

How many times have you read or heard about Landing Page ? If you work in marketing or are still a digital curious, the answer is certainly a high number. But tell me, do you know what a landing page is and what it does ?

Come with me throughout this article and I will tell you this and how you can create one to use in your digital strategy.

In free translation, Landing Page would be a web page, they are developed pages whose main focus is conversion . This is because they are those pages where you are directed when you click on a large part of Google's ad links. They are developed with more objective content and with fewer elements and links than the others.

Before going any further on the concept and explanations of what Landing Page is, I invite you to an important pit stop . Let's understand first:

Before we explain how to make an excellent landing page, we need to make clear its purpose: conversion.

It is an action that a user of your site does, that can be measured and that has value for your business (and here value does not necessarily mean immediate money).

In the case of landing pages, the conversions normally used are:

• Sending form with contact details

When we use form-based conversions we are talking about leads , which are contact information for a future potential customer.

They can be from a budget request or a subscription to view content, in which the data can be used for Inbound Marketing actions (stay tuned that soon we will have exclusive content on the subject here on the Blog).

• Purchase completed

Here we are talking about converting towards the purchase, which can include both completion and actions towards the purchase, such as access to the next step of the cart, for example.

"Ideally, you should have a landing page for each marketing action developed, segmenting your audience and directing each segment to a specific page".

Because it can be a decisive factor in generating more results for your business . That is, more sales, more contacts or more registrations.

The main reason for this to happen is that, unlike most pages on your website, the content of each landing page is specifically focused on a single objective that corresponds to the intention of the ad that your visitors clicked to access these pages.

In addition, its use can be used for social media, emails, ads and organic search.

If you're still looking for reasons to invest in landing pages, check out this data:

• Companies saw a 55% increase in leads when they increased the number of landing pages from 10 to 15. (Source: Hubspot )
• Companies with more than 40 landing pages get 12 times more leads than those with five or less. (Source: Hubspot )

It is possible to use landing pages for different marketing actions related to your audience. The main needs for landing pages are usually the following:

• Direct visitors who clicked on an ad, such as Google Adwords campaigns, banners on your site or partner sites;
• Promote a product or content through social networks ;
• Promote a product or content through a promotional email .

Ideally, you should have a landing page for each marketing action developed , segmenting your audience and directing each segment to a specific page. Thus, you can offer the same offer or product to people with different profiles, adapting the content of the page for each one.

In the case of an affiliate program, it is possible to create a campaign for each product offered and direct visitors to a specific landing page according to the campaign. Or, create a campaign offering free content related to the product in exchange for the contact information of your visitors, for future use in Inbound Marketing actions.

Next, you'll understand how to optimize your landing page to sell more.

Now that you know what a landing page is, why create one and when you should use them, we will provide some important tips that can be decisive for the success of your pages.

• Have only one goal;
• All elements of your page should serve to explain a single concept, the title to attract attention and the content to direct it towards conversion;

For this reason, you should know your customers to know what is important to them right now and avoid any possible distractions, such as adding too much text, too many resources or too many links on your landing page.

The same principle related to the purpose of your landing page also applies to links: the greater the number of actions a user can take on your page, the greater the likelihood that it will deviate from the expected focus for the page, that is, the conversion.

A page’s attention rate is the ratio of the number of links to a campaign’s conversion goal. On an optimized page, your attention rate should be 1: 1. A study carried out by the company Unbounce on more than 20,000 pages, showed that the greater the number of links, the lower the percentage of conversion of the page .

The same principle applies even to pages with navigation. In a VWO case study, a homepage with navigation compared to a landing page without navigation. The attention rate dropped from 15: 1 to 3: 1 and resulted in a 100% increase in conversions.

The only exception is when there are multiple links with the same objective. On longer landing pages, you must repeat your call-to-action throughout the page based on the content covered in each part. You can use different text for each button and see which one influences the most clicks.

"Try to highlight the benefits more than the features of the product you are offering".

Visitors will come to your page for some content offer that caught their attention and made them click on a link or banner.

At this time, the objective of your title is to keep that attention won , relating directly to the content displayed to attract these visitors to your page, be it a tweet, an email or a sponsored link.

Both the title and the content should be short and to the point . It is important that the moment you arrive at your page, the visitor understands what the page is about and does not waste time thinking about what action he should take at that moment.

The text should explain your offer clearly and simply . To do this, use subtitles, lists on your page and avoid long texts, breaking the content into smaller text blocks.

If you have something to offer that is of value to your visitor, they will not mind leaving your personal data in return. So make sure that your landing page really conveys value to your visitors and how unique your offer is.

Try to highlight the benefits more than the features of the product you are offering. For example, instead of reporting product characteristics, list how the product can increase visitor productivity.

Make it clear and summarized how your offer will reach a problem , a need or an interest that your audience has.

Another way to increase your visitor's confidence is to include testimonials from those who have already used what you are offering on your page . Testimonials generate more credibility for your brand , as they are authentic statements about the experience with your product or service.

The focus of your page should be on conversion, so simple landing pages tend to generate more results . Remember that every extra element on your page can be something to distract your visitors from the main objective. In this case, that famous phrase: “ less is more “.

• Try to make your page cleaner, take advantage of the blanks.
• Make sure your page is optimized for different devices.
• Use only images that help to convince your visitors, such as images of your product.
• Avoid generic images.
• Use a maximum of 3 colors and try not to use more than one font.

In marketing, the term Call To Action (CTA) , which means “call to action”, is used to describe links or buttons that lead the user to perform actions.

Replace generic terms such as " Send ", " Click here " or " Register " with more attractive texts, which indicate the benefit that the visitor will have when clicking on that button. For example, if you are offering an ebook, use " Download Ebook " or " Download Free Ebook ".

Regarding the design of your CTA, try to follow the following recommendations:

• Make it stand out from the rest of the page by using contrast;
• Use large, colorful buttons.
• Also make sure that it looks clearly like a button;
• Position the CTA near the top of the page;
• If the content is extensive, repeat the CTA across the page.

When using forms in exchange for an offer, ask only for information that will actually be used by your company . Any extra field will decrease your page's conversion rate.

Only use images on your landing page that represent your offer and can help convince your visitor.

Avoid generic images , such as those found in image banks. In the case of systems and products, try to represent the use of the product. In the case of ebooks, it is possible to display a cover or an image that represents the content covered.

Now it's up to you! Don't forget that to create a landing page, you need a website hosting that meets your expectations and is your successful partner .

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