Do you know what a landing page is? Chances are, if you’re involved in any kind of online marketing, you’ve heard the term before. But what actually is a landing page? And more importantly, why do you need one for your business? In this blog post, we’ll take a look at what is a landing page and how to use them for business benefits.
Sometimes just information is not enough to engage your audience and so you need to give a reason to your audience to make them come back to your website. This is where a landing page option comes into the picture.
What is a landing page and how to use them?
A landing page is a single web page that appears in response to clicking on a search engine result or an online advertisement. It follows a single focused objective aimed at converting the visitors into customers.
A landing page can be used to capture leads for your company. This is what the landing page must be optimized for.
The visitor will give you his contact information in return for what he needs, i.e., product or service (information about what the visitor’s objective is). The benefit of lead generation is that it saves time and effort as these things can be nurtured later on.
How is a landing page beneficial from an online business perspective?
A landing page is a single page on your website that people are brought to after clicking on an ad. Because this page just has outgoing links via your affiliate URL, it is similar to a website.
Landing pages are particularly useful in increasing the return on investment of your items since they allow you to pre-sell and offer product reviews as well as provide highly relevant information.
Because you control the site, you can make it easy for visitors to find exactly what they’re looking for. This lets you cut out any guesswork that your visitors may have to do in order to make an educated purchase decision.
Types of landing pages
When we talk about the type it is not about how a landing page appears to your audience but is about the intent with which you have created a landing page. Generally, there are two types of landing pages.
Review landing page – A review landing page features a page with product/service reviews. These types of landing pages provide engrossing industry news and product comparisons. The click results of these landing pages are usually outgoing hyperlinks to merchant sites.
Testimonial landing page – Landing pages are a fantastic approach to connect with potential clients, but they have limitations.
For example, if you’re a finance-related firm and the product you’re selling is personal loans, a long copy (long, drawn-out text) that focuses on promoting one particular product from the first-person perspective might be effective.
These are called testimonial landing pages where your promoted products are verified by users to make them more effective and click-oriented pages.
How to create a review landing page?
Landing pages that include both Upsell and Downsell Pages are the most popular and most successful kind of landing page. This is because it’s easy to understand.
Such pages include products that are most-searched and people are curious to know more about them. If your landing page consists of information that people are looking for it saves them many hours of personal research.
This also convinces your audience to trust your information basis which they can make a purchasing decision.
There are many components and factors one must include in a review landing page but a few most important ones are below:
A headline or a header should be captivating enough to grab your audience’s attention. It is a make-or-break decision that depends on the words or a word you include in headlines.
An engaging and relevant header should normally contain keywords and must be interesting enough to prompt your audience on clicking your links.
Product reviews are important from a purchasing-decision perspective. A landing page with multiple product reviews (minimum 3) should be an ideal platform to save your audience’s time and effort.
More product reviews can be more beneficial and are helpful in building trust among your visitors to check and purchase your recommended products.
Products reviews must be a combination of several factors such as product description, comparison rankings, images, etc. Always end your product reviews with a call-to-action button that directs them to the merchant website for more details or purchasing a product.
Make as many product reviews as possible visible without having to scroll the page, and make them accessible to visitors right away. When a visitor comes to your site, they should notice that there are product evaluations available.
Do not bury your reviews too deeply or keep the text on your page that is too long.
How to create a testimonial landing page?
A testimonial-style landing page is a first-person narrative that summarizes a product or service. It will generally cover one’s experiences with these goods and solicit consumer interest through personal endorsements.
The key feature to incorporate in a testimonial-style landing page is your connection with the relevant audiences. The connection could be in the form of products or information you can share.
Of course, product reviews should be part of testimonial-style landing pages but it makes no sense to just share the product links without relating them to your visitor’s day-to-day lives.
Self-questioning can help you build a landing page with more confidence. What you like to see in a product before buying is what others look for.
If you can answer a few questions that you ask yourself before purchasing a product it can bring out the emotional connection while creating a landing page.
Ensure to include neutral product information that describes all the information such as the founder, pricing, guarantee, support, and other relevant features.
A testimonial-style landing page engages the visitor’s attention, addresses any concerns that may arise, and establishes a comfort level where they are confident about purchasing the product.
What are the components a landing page must have?
Ensure to follow the below points when you are looking to create a landing page:
Distraction-free – A landing page must be simple and not include any distractions or what we call “friction”. The visitor should see what he is looking for and what he wants and get it quickly without losing interest.
Call-to-action – Include a clear CTA (Call-to-action) button on your landing page. This is what the visitor will click to conclude what he came for. The one thing that can increase or decrease a conversion rate by 80% or more is this “Call-to-action” button.
Sign up form – A good landing page should also include a simple form (if lead generation is what you want to do) or offer (if all you want is to get your visitor to buy what you are offering) and again, it should be so simple that the visitor does not feel any resistance.
Pre-testing – You should A/B test your landing page(s) before you decide on what works best and what converts better among visitors. Test, then check conversion rates and what your visitor is doing after clicking on a link. If what you are offering is what the visitor wants, you will see a high conversion rate.
Finally, before what you want your visitors to do on your landing page, what they expect from it must also be considered. They expect their problem to be solved after clicking on your link and if what they get is what they want, then they will give what you want in return.
If what they get is what they were looking for, then your conversion rate will be higher.
Your landing page must have a single objective and it should convert what the visitor wants into what YOU want. It should therefore contain everything that helps to achieve this one objective in order to increase your chances of gaining what you want.
If you’re not currently using landing pages, this should be the first step toward boosting your PPC campaign success and conversion rates. A failing campaign may be transformed into a money-making machine by switching from direct connections to individual landing pages.
If you can implement the methods described in this lesson while creating your landing page, you will see a significant increase in sales and take-home greater profits at the end of the day.
In case you are looking for a powerful email marketing platform that helps you create beautiful and effective landing pages in a few clicks then check out my no.1 recommendation here.