A landing page is a page, usually separate from the main content of the web page, that is used to convert a highly targeted visit into a potential customer. These types of pages have a very specific content of a product or service that you want to sell. Having a specific landing page, together with exhaustively segmented payment campaigns, will result in the perfect formula to achieve a high conversion or sale percentage.
Normally a landing page consists of very detailed information about the product or service, accompanied by the corresponding calls to action (call to action) and a contact form where people will leave their data to obtain more information or directly the payment gateway to acquire the product.
How does a landing page work?
As we said before, the traffic that will land in this section will be highly segmented traffic with many conversion possibilities, since we have previously filtered the type of users that we want to attract thanks to, for example, Google Adwords advertising campaigns. In this way, what we need is:
- Create a correctly segmented payment campaign.
- Create a landing page on our website with the information about the product or service, accompanied by images, videos, highly descriptive texts and, of course, the contact or registration forms.
- A ” thank you page ” landing page.
- Do constant monitoring to find out where users click, what step they stay in if the process is not finished, assess if we have to do an A / B test, etc.
The potential client will access the landing page, will be nourished by the information and, if they find it interesting, they will surely leave their information through the form. With this information we can send loyalty newsletters and learn more about our audience.
What types of conversion are there?
- Conversion of “click” on a specific element (Button, phone, box, link, etc.).
- At the moment a contact form is sent or they leave us the information that we consider necessary.
- When a user remains a certain time on our page.
To be able to track conversions, you need to create their corresponding goals in Analytics. Find out how to do it here: How to Create Analytics Goals.
How to create a landing page
Next we are going to analyze the steps to follow to create the perfect landing page in order to increase sales or get very valuable information from potential customers. They are not difficult at all and hardly require you to know how to program. There are many tools that will generate an HTML ready for you to upload to your website and start it up:
1. Create an attractive, short and simple URL
It is likely that if your product is good or you offer a% per referral, it will be shared. Therefore, you will need the URL of the landing page to be attractive and encourage the user to click.
- Incorrect example : https://www.curtistimes.com/services/optimization-seo
- Correct example : https://www.curtistimes.com/get-sales
2. Grab the attention of your target audience with a catchy headline
Without overdoing it, do a bit of ‘clickbaiting‘! It is important that the way of communicating the product or service is attractive to the user, making him see the benefits that his purchase can produce. For example: “5 steps to lose weight very quickly.” The important thing is to make it very attractive, but be careful! Always without cheating.
3. Accompany the landing page with striking elements
Put yourself in the user’s shoes, would a site that only has text and purchase buttons give you confidence? Most likely not. Our goal is to make the user feel comfortable, giving them enough confidence to decide to give us their personal data.
To achieve this, you can use quality images, backgrounds, videos, infographics, etc.
4. Make the process simple
The last thing we want is for the conversion process to be difficult or long. Therefore, we must try to ensure that the user has to change the page as few times as possible. It is best to do everything from the same page. Try to keep the process simple, fast, beautiful and eye-catching.
To do this, you can use buttons that encourage the click, with the aim of guiding the user from the beginning to the end. It is important not to leave out the part of your target audience that is not used to buying online, so the simpler and more intuitive the process, the better.
5. Perform several process tests and be aware of the Rgpd
You may think you’ve created the perfect landing page, but it’s best not to leave any details to chance. The most advisable thing is to carry out different functional tests, completing the process to see if it is difficult or easy.
Check from time to time that the page continues to function, that there are no programming errors, that the page is not down, etc.
Finally, do not forget to comply with the Rgpd. Cookies, legal texts, etc … you can use the same information as your main domain, but it is advisable not to trust yourself and do things right.
I think creating a landing page is very difficult for me
Creating a landing page can be a complex task if you do not have programming and usability knowledge. In addition, interpreting the results obtained and figuring out how to improve the buying process can be difficult if you are not an expert.
In these cases, it is best to leave it in the hands of professionals who will help you optimize the entire process. We have a department specialized in this type of service. Get in touch with us and we will be happy to hear about your case, analyze it and propose a personalized work plan that will allow you to increase your sales.
