Not sure if you know what a landing page is? Chances are you’ve encountered at least a few of them during your time browsing the web.
A landing page is simply any page you are brought to after clicking a link from a search engine. That is, the page you land on.
Now, there are two different types of landing pages. The first is any page on your business’ website that customers land on after clicking a link; they are just regular pages built into your site on a particular topic, product, or service.
The second type of landing page is one that is built separately from your website for a specific purpose. These pages are generally more “to the point” than a regular website page. More often than not, they are created as an extension of the website with a stronger sales call-to-action in an effort to drive leads for a tailored subject.
The reason you see this landing page in the first place relies heavily on the keywords used in your search. For example, if you are searching for “bathroom remodeling,” you may be given a list of home improvement business websites. One of those businesses, however, has a landing page specifically for their bathroom remodeling services. This page is exactly what you had searched for, and you will be more likely to click through, or engage with the page. Some landing pages feature several products, services, or business locations that will funnel visitors to the exact page on a website according to what selections they make.
They are designed to focus attention on a single action of the visitor. This action may be an email submission, an appointment set, or even a sale. Once the action is taken by the visitor, it is considered a conversion. Conversion rates vary and are a major factor in measuring the effectiveness of a landing page.
When looking at the top performing and most successful landing pages, they all share many features in common. The goal of a landing page is conversions, and you only have a matter of seconds to catch visitor’s attention and ultimately get them to act on your offer.
For instance, Dell saw a 300% conversion increase when testing landing pages as opposed to normal website pages. The infographic also shows Lumineers increased their conversions by 120% with just a single landing page test. This generated 1,200 more unique leads in one month!
So how does your business find the success with landing pages that Dell and Lumineers achieved?
These five features are imperative for quality landing pages and will ensure you are maximizing your potential leads:
A prominent headline. Every killer landing page must have a headline, or featured text. This text is normally located at the top of the page and is one of the first things a visitor sees when they land. This headline could be the name of the product or service, or a proposition to the visitor. It should, however, be specific to exactly what is being offered.
Images. It is crucial to incorporate relevant and enticing photos or video in every landing page. These photos act to support the offer and show its key features. For many visitors, seeing the product in use can be very helpful in their buying decision making process.
The benefit. Showing the benefits of a product or service is a must. This should be done in a short, numbered or bulleted list. Visitors will not hesitate to close the page if they see no value in the offer. In addition, they most certainly do not want to be reading a wall of text on any given product or service.
Social Proof. Social proof, and word of mouth, are extremely powerful when selling. Show testimonials or star ratings from review sites. As the saying goes, “People will believe more about what others say about you than what you say about you.” This is especially true in a consumer’s buying process.
Call to Action. The CTA is the focal point of your landing page. A call-to-action can be a button that says “Buy Now!” or a contact form. It should be a large piece of the page that immediately draws the eye, and the visitor should not have to scroll down to act on the offer. For landing pages that are longer, or have several selling points, multiple calls to action should be used.
By incorporating each of these elements and designing your page to reflect the search terms customers will use to find it, your landing page will be set up for success.