What exactly is a landing page? The first impression a user has of a website is created by the landing page. Several landing page examples can help demonstrate this in less than a second.
While doing a website redesign, a landing page is specially designed to convey a clear and precise message while achieving a maximum conversion rate.
There are landing pages that immediately take away the interest of the visitor. They are typically overloaded with hyperlinks and information. Most use a lot of colors. They do not mention the prices. Below, however, are also some very popular landing pages, each of which teaches a different lesson.
What types of landing pages are there?
According to Unbounce, a landing page expert, there are seven types of landing pages.
1. Click-Through Landing Page
The purpose of the Click-Through landing page is to get you details of the deal you clicked on as quickly as possible and get you to the checkout where you can make a purchase. If you click on an ad and get a pop-up about the business, you need to search that business on Google to find out more. This landing page has an impact if the offer is straightforward and doesn’t have a major customer issue to solve.
2. Lead Capture Landing Pages
Lead Capture landing pages are used to collect personal information from visitors such as email, phone number, address, date of birth, etc. The information collected is then used for marketing purposes. In most cases, visitors will be offered something in exchange for their information, such as a subscription or a free eBook, an online course, or an offer.
4. Business Landing Pages
Then there are the business landing pages, which are long pages that use relatively difficult language and have unique exclusive offers that you just can’t resist.
5. Viral Landing Pages
There are also viral landing pages, which often include fun videos, interactive games, or any other type of shareable entertainment. The company name is rarely displayed on these landing pages, focusing only on the content.
6. Microsite
Another type of landing page is a microsite, which is a relatively small and fully functional website created in addition to the main company website. Website redesigns done to promote a new movie or event are great examples of this.
7. Product Details Page
Another type of landing page is the Product Details page, which is a page on the main website of a company that is committed to providing complete information about a particular product. The advantage of this type is that you don’t have to create your own page. The downside of embedding the page on the official site is that it increases the number of distractions.
How do landing pages work?
- The viewer sees a call to action. A single click directs that person to a landing page with a form.
- The individual fills out a form, converting them from a website visitor to a business lead.
- The data collected from the web forms is then saved in your leads database.
- Based on what you know about the contact or lead, you market your products or services to them.
You can see what offer made the lead convert, when they converted, and what other interactions they had on your website if you use a marketing automation tool like HubSpot or Marketo. This information enables you to nourish this lead more effectively by assisting you in determining which marketing practices are most reasonable to take.
A carefully monitored lead is more likely to convert to a marketing qualified lead (MQL) and progress through the marketing funnel more quickly. This helps demonstrate the ROI of your marketing initiatives and keeps your sales team happy.
We use money every day to purchase goods and services. The concept of monetary worth can be applied to the logistics of a landing page in the sense that you’re communicating equally valuable information. This is true regardless of which side of the interaction you’re on. A visitor will fill out the form on the landing page because they think the content they are consuming will be useful to them, and a marketing company will gladly give the piece of information to the site visitor because the important data the visitor provides on the form will be useful in future marketing initiatives. It’s a win-win situation for everyone.
What is the definition of landing page conversion?
Landing pages are designed with a specific goal in mind, such as email marketing, purchase packages, newsletter subscriptions, or lead generation.
A conversion occurs when a user reaches a landing page after clicking on an ad and then completes the action the page was designed for. Therefore, the conversion rate is the percentage of landing page visitors who converted.
The Conversion Procedure
Although the landing page is the most important component of the conversion process, there are several assets that work together to ensure the success of your conversion.
- CTAs (Calls to Action): A Call to Action is an image or text line that stimulates a visitor’s behavior. The landing page CTA directs the visitor to the options they need to click to access the offer. These can be found in the areas of the website where the content matches the offer, and in the corresponding blog posts that support the offer information. Visitors will probably be converted.
- Landing Page: The form that website visitors fill out to access the offer is on the landing page. As mentioned above, its sole purpose is to explain the benefits of a particular offer and encourage website visitors to become leads. When a visitor submits a form, they need to be taken to the thank-you page.
- Thank-You Page: Most tools include online thank-you messages, but we recommend that you provide your prospects with a special thank you page. The thank-you page can include a Download Now button that prospects can use to download the app or perform other actions on the landing page.
What You Need to Know Before Developing your Landing Page
A landing page is an important aspect of any online marketing activity, be it a paid advertisement strategy or a content marketing strategy. However, before you begin building the landing page, you must ensure that you have completed all of the necessary background findings.
To do so, make sure to cover the following points before diving into the landing page itself.
Buyer Persona(s)
Buyer personas are somewhat fictitious depictions of your target customer. You create them using market analysis and current customer information. When done correctly, they can provide you with deep insights into your customers’ behaviors, their thought processes, thus, allowing you to create the most valuable content for them.
When creating your landing page, make sure to only target one of your buyer personas (if you have more than one).
If you try to customize your landing page content to multiple personas, it will invariably not resonate with all of them, lowering your chances of conversion. When you target a single persona, your marketing efforts will be far more focused, increasing your chances of conversion. In this situation, it is preferable to be niche and focused rather than try to appeal to the masses.
The Offer
You create an offer to provide value to a company’s site visitors in addition to the goods or services the company sells.
The offer could be a webinar, one month of free access to your product or service, a free e-book, tip sheet, comparison guide, or anything else that is available for download and provides insight about your industry. It should correspond to a specific pain point that your customer profile is experiencing as well as their stage in the Buyer’s Journey.
The Buyer’s Journey
The Buyer’s Journey is the survey research that a prospective buyer goes through prior to making a purchase. We divide this research into three stages. These stages are 1) the awareness stage, 2) the consideration stage, and 3) the decision stage.
To help people progress from one stage to the next, types of content should be created for every stage of the journey. Each is described in detail below:
- Stage of Awareness: A website visitor in the awareness stage has expressed symptoms of a prospective problem or opportunity but is unable to identify it. A person in this stage is conducting extensive research to better understand the symptoms of their problem and determine what caused them. E-books, white papers, and guides are examples of content to create and target at this stage.
- Consideration Stage: A prospect is in the consideration stage when they have properly defined their problem or opportunity and want to know what they can do to fix it. Comparison white papers, seminars, webinars, and videos are examples of content you should create for people at this stage of the Buyer’s Journey.
- Decision Stage (also known as the Intent Stage): The prospect is aware of their solution approach and methods at this point in the funnel. At this point, they are comparing businesses and attempting to narrow the list of suppliers to a select few before coming to a decision. At this point, it would be prudent to provide them with free sessions, demos, case studies, and product information.
What is a good landing page conversion rate?
The industry average is approximately 2%, so a 5.3% conversion rate puts you in the top 25%. However, you should also verify industry specifics by analyzing traffic and conversions on competitor landing pages.
Generally speaking, you should know that website redesigning the best landing pages have a conversion rate of approximately 10%, which is probably the best your site can do.
Set a goal for your landing page. Landing pages, according to Toptal, exist to increase conversions. Therefore, you must ask yourself what kind of conversions are you hoping to achieve. The most common conversion goals are:
- Increase brand awareness. This involves growing your list of email subscriptions and building relationships with those people through branded content as well as your product/service, which will lead to retention and customer growth.
- Generate new prospects. This involves collecting the contact details of prospects interested in your product/service so that a member of your sales force can follow them and turn them into customers.
- Sales. This encourages quick shopping by bookmarking a product category. It allows users to add to a cart or buy without leaving your website landing page. Setting your goal is very important during the planning phase as it will affect your landing page setup.
Important Tips to Keep in Mind
Create a captivating headline.
You must create a headline that will instantly capture the website visitor’s attention and entice them to read on. It will be the first thing they see before they arrive at your landing page. It will be the last thing they read if we’re not careful.
Include bullet points.
For some reason, humans enjoy variety, and we have short attention spans for things like landing pages. Avoid writing long and complex paragraphs on your landing page to keep your reader interested. Instead, write a short summary of the offer, and then list key points of what the visitor can expect to read in bullet points by downloading the material.
Using bullet points to present this information will keep the readers interested while also giving them a teaser of what’s to come, which may entice them to convert into customers.
Conduct rigorous proofreading.
We wish this was a given, but it isn’t always the case. When someone visits your landing page, you must appear credible. It looks sloppy when ‘their’ and ‘there’ are mixed up. It discourages people from converting. Check everything on your landing page three times and very minutely. If you know you’re not good at editing, delegate the task to someone else. It’s critical.
Examine your landing page.
Again, you might think this to be self-evident, wouldn’t you? It isn’t. Test the entire process once you’ve created a CTA that links to your landing page and a thank you page that the landing page redirects to. Click on the CTA, complete the form, and then download the offer from the thank you page. Check that all user-facing steps are in place, and that your contact information is saved in the database, to ensure that everything is useful behind the scenes.
Keep your copy short.
Concentrate on the succinct message in your title and description. Easier said than done, but it’s crucial for overall user engagement. According to Cision, a 2018 study by Microsoft found that the average human attention span is only 8 seconds. You should highlight how your brand or product can benefit users in simple, easy-to-understand language. Then, if you want, you can go into more detail.
Prioritize above-the-fold placement.
Keep the most important information and call to action at the top of the page at all times. By doing so, you guarantee that visitors get an important snapshot of what you’re providing and where they can take measures regardless of where the fold, or bottom of your browser window, ends up. All that said, this does not preclude you from including content just under the fold on your landing page. While the main purpose of the above information is to capture the attention of your visitors, you also want them to scroll down to learn more.
Examine your images.
Remember how we said before that you only have eight seconds to leave an impact on your visitors? In general, people process images faster than text, so including them on the landing page will work in your favor. If you are using any images or images, especially banners or header images, they should be eye-catching and visually complement your offering.
Embed videos or pictures.
You can also use video as a picture element on your page. Videos are ideal for illustrating complex services like software. You must place at least one visual element above the fold, regardless of the nature of the visual elements you choose to include. You can use the properties for sale below to effectively display your offer, but don’t overdo it.
Noteworthy Examples
Here are examples of top-performing website landing pages:
Amazon
- They got it proper because,
- The value proposition and call-to-action are clean and concise.
- They permit the video to do the speaking earlier than they broke it down in copy.
- The value to the consumer/viewer is the point of interest of the copy.
- Several pictures of a wide target audience might be relatable.
- Identifies essential characteristics and presents opinions to again up their claims.
- To display authenticity, social evidence consists of actual pictures and social media handles.
- Answered FAQs quickly.
Amazon Prime
- Amazon positioned the CTA on the top of the web page. That way, it is more difficult to ignore.
- They used video to humanize the offer and give an explanation for its cost in a lively way
- The page features movie stars for a hint of influencer marketing.
- To promote conversion, the focus was on exclusivity and incentives. It additionally addressed Prime members directly.
- The web page concludes via means of directing visitors to associated products (alternative conversion opportunities).
Uber
- They got it right because:
- Their headline addresses a common consumer complaint – Flexible paintings schedule.
- The form is located high on the web page. It’s difficult to miss. This provides website visitors the choice to convert it properly away if they so desire.
- The copy that they used is simple and concise.
- The page highlights the three most essential reasons to convert.
- They used a large photograph of a relatable person.
Snapchat
- They got it right because:
- They included video.
- Above the fold, it explains precisely what you are getting.
- They utilized color in a formidable and on-brand style.
- To display functionality, use animated graphics.
- Displays brand log
- so to include social evidence.
Shopify
- The trial landing page on Shopify is straightforward.
- The user-friendly headline, for example, is only a few words long.
- The page relies on simple bullets rather than long paragraphs to communicate the trial’s details and benefits.
- Before they begin, users need to complete only a few fields.
- All of this makes it easier for the website visitor to get to that one point: using their tool to sell online.
Masterclass
- They got it right because:
- In the hero section, they used video.
- Begin with a clean and specific value proposition so that you apprehend what you are getting.
- They described the tangibles as you scroll.
- They include a headshot and a testimonial.
- The company included its social sharing links.
- They made additional content suggestions.
Analyzing your website’s landing pages.
Here are some other things to consider when analyzing your landing page.
- Does your offer continue to perform well month after month?
- If it has changed, why has it?
- If you have a lot of different offers with landing pages, compare them. See if you can find a pattern as to why some are performing better than others.
- Let’s say you have one landing page that is performing exceptionally well. If so, re-promote that content and check you can increase your lead count as a result.
We hope our suggestions and the examples we provided helped you gain an understanding of landing pages. Now go redesign your site! Earn some leads for yourself.
