Marketing campaigns must be effective if you’re looking to increase your website traffic, generate new leads or direct visitors to a specific product. Landing pages can make this happen very efficiently. Consider the following ways why landing pages are an important tool for your marketing campaigns:
First look at a Landing page
Landing pages play a vital role in your marketing campaign and there are so many things they can be used for. It’s used to collect personal data from potential leads in exchange for reports, subscriptions, newsletters, contest entries, notifications of future products or other news and coupons.
Important aspects of a successful landing page:
1) Your Unique Selling Proposition
- The main headline
- A supporting headline
- A reinforcement statement
- A closing argument
2) The Hero Shot
3) The benefits of your offering
- A bullet point list summary of benefits (everyone loves bullet points even if they do not know it)
- Benefits and Features in detail
4) Social Proof (I’ll have what they are having)
5) Call-To-Action (CTA) and these come in various forms
Landing pages are go-between pages
Landing pages are mostly used in e-commerce. They can be used to warm visitors up to your services before directing them to purchase or subscription. Visitors need sufficient information to make decisions and proceed to a shopping cart or registration page.
Landing pages can be classed as bridges or go-between pages, describing your services or products in detail before visitors become potential clients and are directed to a purchase page. Once visitors take in the information they need, the conversion chances increase.
Landing pages can differ from your Website
Landing pages usually have no global navigation that ties it to your website. The link to your landing page should be provided in your marketing content and should direct you to your intended conversion goal, hence the limited options available to visitors.
Websites and landing pages work differently to each other but don’t necessarily mean they have nothing to do with each other. Yes, they can differ but they need to be interconnected as one will direct you to the other. In fact, it has become a trend to use landing pages in order to attract any user and then lead the user onto the homepage.
Websites are designed to make you look around, browse and explore, whereas landing pages are more promotion-oriented and are dedicated to a single marketing campaign. Both serve their purpose and although they may differ, they are both synced and work together to guide and help the user.
Optimizing your Landing Page
An important aspect of a Landing page that is overlooked many times is the optimization of the page. The reason for this is because an SEO expert in many cases is not involved with the process. This is the case when the marketing team decides that the landing page will not be indexed by the search engines.
This way of thinking is wrong. Why?
If you plan to run ads, let’s say you proceed with Google Ads; the quality score is affected by the metadata and the general optimization of the landing page. This is exactly why you can save significant funds by optimizing your landing page. So don’t forget to get your SEO expert involved in the process and most importantly to give the final “OK” before running with it.
Landing pages ask for little and ultimately receive more
Visitors and potential clients are in most cases impatient and want things done asap. When these individuals are ready to purchase, the options available to them and the personal data you ask of them should be limited. By requesting less information and including links that facilitate your conversion goal, the potential client will not be distracted by unnecessary info or links that may cause them to grow impatient and leave. This, in turn, will increase your conversion rate.
Landing pages and your Source Advertisement
Your landing page should support the message presented on your source ad that your visitors saw and accessed. Message matching here is key when it comes to conversions.
If the visitors are not convinced that the landing page is not related with your source ad, then they will leave within 10 seconds, so adding a clear page headline on the landing page will confirm the page is for them and will most likely remain on the page long enough to purchase your service or product. Landing pages can be adapted and structured to your needs, and it’s recommended you create one for your marketing campaign.
If that’s what you’re looking for contact a top Cyprus Web Design Agency, for consultation and advice on how to proceed.
Published on August 22, 2019