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Why landing pages are important? Why should we use landing pages and what are the benefits of landing pages?

What is a Landing Page?

Any web page that a customer can land on is a landing page, but in the context of marketing, it’s typically a separate page from your homepage or any other page that has a narrow focus. Any promises you’ve made in your content are followed up on with a landing page. In essence, it’s the next phase before a visitor converts to a client. Your landing page enables you to exchange contact information for trade, unique offers, pieces of information, or transactions.

Landing pages can be lead generation-based, click-through pages that direct users to other pages, like your e-commerce site. In exchange for the submission of contact information, lead-generating landing sites frequently offer things like an eBook, free trial, contest entry, or webinar registration.

A successful landing page will accomplish its goal by persuading potential consumers that it is worthwhile to trade their personal information for whatever it is you are offering. A potential buyer is more likely to find landing pages if they can access them through a general search or your corporate website.

How effective are landing pages?

Interesting facts were revealed by a survey on landing page effectiveness. Despite only producing 10.5 percent conversions, 68.2 percent of landing pages had more than five call-to-action links. Conversely, landing pages with just one call to action had conversion rates of 13.5%.

Conversion rates for landing pages with positive customer reviews, images, and social media posts are 12.5% compared to 11.4 % for sites without social proof, providing more evidence of the importance of social proof on landing pages. Compared to mobile responsive landing pages, desktop-only landing page conversion rates were 10.7% and 11.7 percent, respectively.

When Do You Need a Landing Page?

In some cases, a landing page is the best option for generating leads or driving sales. It could be when you employ PPC advertising, a lead magnet, to focus attention, to attract different types of customers, or to make testing simpler.

PPC advertising: – Because Google evaluates the quality of pay-per-click (PPC) advertising in part based on the relevance of the linked page, landing pages specifically dedicated to a given advertisement show up better in search results. A new product whose exclusivity generates momentum for sales might be highlighted on a special landing page with PPC advertising. Customers looking for a certain price may be drawn by it.

A unique landing page will entice clients who are specifically interested in that event, even while an event promotion should be included on your brand’s website, where it will be found by existing customers.

Lead magnet: – Any type of useful content that is gated by a form and accessible only after submitting the form is referred to as a lead magnet. They become a lead even if they merely give their name and email. Create a landing page just for the lead magnet with an emphasis on the content, the form, and the keywords. An expert panel webinar, an EBook, a free sample, or a limited-service offering are examples of content offers (lead magnets). Make a manual or checklist to assist customers in finishing a task.

Focus attention. Visitors are drawn to the material on a landing page. Either they respond to the call to action or they go back to the search results.

Attract different types of customers: – Different categories of customers might be attracted using customized landing pages. Its influence on the intended client group will be determined by the content, page design, advertising, and offer it contains. The goal of landing pages can be to attract customers from a certain area, demographic, or those who are considering price and quality.

Easier testing: – A landing page is a single page with a single objective, making testing simpler. The page can be tested frequently to make it engaging and user-friendly with the correct tools. The following elements need to be tested: copy, voice, media, or keywords. In general, higher conversion rates result from personalizing content with information about leads.

Benefits of landing pages

1. Landing Pages Directly Support Your Business Goals

One of the main benefits of landing pages is that they directly support your business goals such as reaching a new niche market, promoting a new product, getting new customers, or closing more sales. Landing pages benefit your business because they can be catered to the specific audience or goal you are targeting, and allow you to measure success in relation to that goal.

Designed around specific actions that can be tailored to meet your business goals, landing pages can encourage people to take action such as sign up for your mailing list, provide contact information, subscribe to a newsletter, make a purchase, or request a consultation.

2. Landing Pages Increase Conversions

A landing page sets up a clear action for users to take and makes it as easy as possible for them to take that action. This is known as your call to action. As a result, you will see more of that action being taken (also known as conversion). Landing pages benefit your business because more conversions typically lead to more customers and more money for your business.

3. Landing Pages Generate Data and Insights

When you link a landing page to a specific campaign, piece of content, action, or source, you can see which channels are bringing in the most leads, which topics and offerings are of most interest, or which campaigns are the highest performing. Tracking user behavior is one of the best practices for landing pages that can produce valuable insights. These types of insights can help you refine your knowledge of your target audience and your campaign strategies, and improve your effectiveness overall.

4. Landing Pages Improve Paid Search Campaigns

A landing page specifically created for an advertising campaign will bring interested people to one web page. On this page they will find information only about what they’re interested in, increasing the likelihood that they will call your business or fill out a form, and become a new lead. Since this is exactly what the person is looking for in their search, and the landing page further facilitates the ultimate goal of the user, they are more likely to click on that link and follow through with all of the steps.

5. Landing Pages Can Grow Your Email List

Landing pages are commonly used for lead generation, meaning that a business gets telephone calls or form submissions from interested people who then turn into potential leads. As such, a landing page may contain or link to a form that asks for a user’s information, such as name, email address, phone number, or company. If you use a form on your landing page that asks for email, your landing page can then benefit your business by growing your email list.

Conclusion:

Landing pages are a core component of online marketing. Whether you’re trying to gather email addresses, host webinars to gain leads or want to sell more products, you need to get familiar with landing pages.

Here’s the thing most people don’t realize—landing pages can be really simple to create. Don’t spend hours debating which heading to use. Instead, create two versions of your landing page and let your A/B test run.

Get a winner; create a new test, rinse and repeat. Eventually, you’ll have a killer landing page.

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