In the world of digital marketing, SEO, and paid advertising companies tend to encounter new practices and vocabulary to keep their sustenance and competitiveness. One strategy adopted by the companies to make themselves competitive is to have a landing page. They are crucially a salient way that will promote lead conversion.
A landing page is defined as any web page that a client can land on. In the case of marketing, it is usually a standalone page that serves a single and focused need that is distinct from the website homepage or any other page. A landing page acts as a follow-up to any promises made in the content. It helps in making a visitor a customer. The landing page allows the company to make a trade, provide some sort of special offer, and give a piece of information or a deal, in return for contact information given.
A good landing page will do its task of convincing a potential customer who is worth providing personal details in return for the offers. They can be found through a normal search or the company website.
DIFFERENCE BETWEEN WEBSITE HOMEPAGE VS LANDING PAGE
Some companies may think what’s the need for a landing page as their main aim is to attract clients to their homepage. Getting traffic on the home page is undoubtedly a good thing, but conversion rates will be lower than that of using a landing page.
A website homepage contains a lot of information and invites clients to navigate to a variety of different locations. If a client reaches the company’s homepage with one specific goal in mind, they might get turned off if they have to look through several different services and product options first. The website homepage is to direct users to other pages where they will find the information they want.
Landing pages are used to eliminate the intermediary step by being the page that the user wants. A landing page provides one simple and clear call to action in lead generation
EXIGENCYFOR LANDING PAGES
1. GENERATE NEW CUSTOMERS
A company’s website has to fulfill three objectives which are:
- To tell about the company in a disruptive, compelling, and emotional way.
- To attract new visitors to the business.
- To convert those new visitors into clients.
Landing pages are essential as they help in client generation by starting a qualification process and then moving them through the sales process and making them into new customers.
Landing pages are very particular pages that are designed to get visitors exactly what they want with the least amount of time possible. The company should turn these visitors into leads.
2. COLLECT PROSPECT DEMOGRAPHICS
The main idea to have a landing page is that the visitors must give their information to get access to an offer. On the landing page, visitors must fill out a form that will encompass contact information and demographics.
Demographic information gives an idea of understanding the clients. This can help in grouping them more effectively to target their needs, desires, and pain points. It also helps the sales team have more valuable conversations as this will improve sales.
3. DATA TRACKING
Information from landing pages can be tracked, and this helps in understanding how engaged a company’s prospects are. The companies can track and analyze the landing page data to better understand how well their marketing offers are performing. Comparing data from various offers can be done to analyze what offer is working and what is not, to optimize the marketing.
Information from landing pages includes time on the page, the conversion rate on this page exits or bounces from this page, and the number of clients generated from the page. As every company, every industry, and every visitor is different, having its own benchmark is more important.
4. REMOVE DISTRACTIONS AND FRICTION
The landing page inspires specific action from the company’s prospects and visitors. If they can send your visitors to the company’s website’s home page, they could take a wide variety of actions, from checking out your blog to reading about your history.
Landing pages have to be designed with all the distractions removed.
5. TEST AND OPTIMIZE
Landing pages can be tested and optimized.
Tests can be run on every component of the landing page. The company can test images, headlines, copy, and form fields to see what’s getting people to change and what’s stopping them from changing. Testing of the form, testimonials, video, or comments from social sites which make the offers more attractive, easier to understand, or removes friction from the conversion process should be taken into consideration.
6. PAY ATTENTION TO THE FORM
The form is an important element of every landing page. Limiting the number of form fields in the forms is a better way to generate clients. Fields like name, email id, or contact information are mandatory in a form. Apart from these, other fields can be added depending on the crowd the company aims at.
But having more than three fields in the form can lead to conversion rates decrease. Keeping fields to a minimum can get early buyer journey offers.
7. USE SOCIAL PROOF
People tend to change if they see other people like them have found value in your offer.
Including testimonials, videos, names, pictures, and titles of people who have received your content and loved it will dramatically improve the company’s conversion rates and make the page look more inviting.
Using landing pages, with optimization and test running can be one of the best ways to improve lead generation across any company’s website. It should be made as a part of the company’s ongoing and regular conversion rate optimization and website improvement initiatives.