An effective Landing Page is the best tool to promote your product / service. To obtain results and conversions, the page must have 5 determining characteristics. Here are what they are
The Landing Page is a central tool in web marketing strategies. Its structure often resembles that of a home page of a website, but in reality it is two completely different elements.
If the task of a Home Page is to be a sort of business card to be shown to the user , that of a Landing Page is instead to generate leads . It is this characteristic that makes the Landing Page a phenomenal marketing tool.
Effective Landing Page: what it is
Landing Page means landing page . It is in fact a page on which the user arrives after a precise web marketing campaign such as, for example, a campaign on social networks, an email or an adWords advertisement.
As already mentioned, the structure may remember the home page of a site , but the purposes are completely different. The primary goal of a Landing Page is to accompany the user to the conversion . Like? Through a Call to Action studied in advance, such as the request to release one’s own contact (email) or the purchase of a service (e-book, infoproduct).
Effective Landing Page: 4 features that must not be missing
As already mentioned, the unique goal of the Landing Page is to obtain customer contact, the so-called lets go through the sending of informative and commercial material about our product. Once the lead has been obtained, a customer-tailored marketing strategy can then be created . To achieve this goal, however, the Landing Page must be effective , that is, it must hit the user in order to invite him to discover our world. Here are 4 characteristics that a good Landing Page must not forget :
- Impact USP: the Unique selling proposition, better defined with the acronym of USP, is the central element of a Landing Page. It is usually inserted in the upper section of the landing page, the Above the Fold area . This is the main message that you want to send to the user. It can be an image, a short video or, much more often, a textual element. A communication must be placed inside that differentiates its proposal from that of the other competitors in the sector, the user must understand that it is a unique and unmissable offer.
- One action, one CTA! Another important element of a Landing Page is related to the action that the user wants to do. The watchword is: no distractions ! A Landing Page must be clean, with a single call to action (CTA) and a single goal to achieve . Often we are dealing with very confusing landing pages, where different actions are required of the user. The result? The abandonment of the page. Case studies to be avoided.
- Consistency and emotion: like any marketing tool, the Landing Page must also be coherent. The tone of voice must remain unique throughout the page because showing consistency means obtaining credibility from the user. In turn, the credibility is obtained if you are able to touch the right strings of the user. To reach this goal it is necessary to play on the emotional aspect . If you can create an emotional relationship with those who are reading, the possibility of conversion greatly increases.
- Monitoring: obviously a Landing Page is not necessarily an immediate success. In order for it to become one, it is necessary to monitor its effectiveness, analyzing the conversion rate of the page and email marketing , plus other fundamental KPIs. The ideal to have a global vision of the trend is to create an A / B test, that is to generate two different Landing Pages, with different texts and images and to understand which of the two is the best performing.
Structuring the Landing Page with the AIDA method
In order to create an effective and converting Landing Page, it is advisable to structure the page according to the AIDA method , which has 4 sections:
Attention: in the first section of the Landing it is necessary to immediately capture the attention. To do this, as already explained, the use of an impact USP is optimal.
Interest: after capturing the attention, it is good to explain to the user with more information why their offer is winning, that is to create interest.
Wish : in the third section the user arrives after seeing an interesting offer and appreciating its characteristics. In this phase it is good practice to create desire, perhaps by inserting some additional peculiarities of the service.
Action: The last section is dedicated to the action that the user wants to perform (CTA) which, remember, must be one. To further push the user to become a lead it is good practice to add additional elements, such as the FAQ.