The creation of a landing page is a very important part of a digital marketing campaign. It will depend to a large extent on whether the scope of a campaign generates conversions. That is why it is necessary to understand all the factors related to create a landing page.
If over the last few months we have talked about the latest web trends it is because they go hand in hand with the user’s preferences. It is the user who leads the way and this forces us to worry, beyond what is offered, by how we offer it.
If you want to know how to create a landing page that converts, here we explain how …
What is a landing page?
Let’s start by the beginning. A landing page is a page to which traffic is sent with a specific business objective. The traffic may come, for example, from a paid or email ad campaign whose goal is for the visit to become a lead.
If we start from the basis that whoever arrives at the landing page has already expressed some interest, the design and the texts should turn the visit into a lead. Its function is to get the user to perform an action. One, like accessing a product page and filling out a form to ask for more information.
For that to happen, it must be simple and direct, have a clear and attractive design, and avoid distracting elements.
If a campaign must have clear and concrete objectives, the creation of a landing page also. First of all, it must correspond not only with the campaign of which it forms part, but also reduce the user’s options to a simple YES / NO. Consider at this point that the average attention is about eight seconds, and that not adjusting to the exact objective can mean losing a lead or potential sale. It will be of little use that in the campaign of a specific product the user lands on the home page, since in it he must look for it. You are more likely to see the product that interests you, and then navigate the page if you consider it of interest.
Anatomy of a landing page
To be simple and direct, a landing page must adhere to its objective. Delicate task, because each sector or company will have different needs. Defining the goal of a landing page is a pre-design part. This can go from the subscription to a newsletter, to completing a survey or a form or to the sale of a product. The anatomy of a landing page, however, usually contains the same elements:
- A headline that says exactly what is offered.
- The offer. What makes what you offer special? A good description of the offer should be concise and should present a unique opportunity for the user. Something that cannot pass.
- A CTA (Call To Action). The call to action is precisely what defines the goal of the landing page. Define what we want the user to do
And although many landing pages have other elements such as images or confidence indicators, their structure can be summarized in these three points. Always, of course, depending on the target audience.
Know your audience
The creation of a landing page is only part of the conversion funnel of a Marketing campaign. And in the multitude of possibilities, a landing page must always be adapted to your audience.
It could be said that a landing page is tailored to the audience to which it is addressed. And for this, it is necessary to know it and know how to address it in terms of language and aesthetics.
What makes a landing page good?
The success of a campaign depends on many factors.
Thus, the quality of a landing page is the result of crossing your audience and the goal. And this must be reflected in the following points.
- An attractive headline
- A unique opportunity
- Images and videos they help the user identify with the product, the service, or the situation.
- Trust indicators. User comments and ratings generate trust and often also identify the user with a need.
- The CTA must be clear. Do not leave any loose ends.
- The post conversion. It is convenient to think about the importance of a post-conversion page. From a simple thank you page, to a new offer. Rewarding the conversion can mean customer loyalty and become your main reference.
If you also personalize your landing page with dynamic content you will achieve direct communication with the user. Remembering your name, your previous purchases or adjusting the content to your location will strengthen your relationship with the brand.
Test and optimize
The creation of a landing page is only the first step. The duration of a campaign is finite, which forces you to adapt your presentation and your life time to the moment.
As we said, the creation of a landing page is a delicate task. First you have to have one, and later, optimize it. And to optimize it, it is essential to do tests.
Try different headlines, images, colors, CTA’s, and sources. Never forget that the goal of a landing page is to maximize the conversion rate (Conversion Rate).
Also note the origin of your audience and the most used devices. An unoptimized landing page can make the difference between a conversion and an abandonment.
The A / B tests are a very useful tool. They allow to show two versions of the same web page and compare their success. In this line, the so-called multivariate tests are a more complete option. These present changes in many variables at the same time, offering a more detailed comparison of the ones you want to try. Now, consider that the analysis time will be greater as more variables come into play.
Do not forget that SEO also intervenes in Digital Marketing campaigns. Although a landing page is limited in time (the offers expire). Therefore, indexing and labeling them correctly can help positioning in search engines. For example, in the case of paid advertising.
Following this guide you have the basic points for create a landing page. Your success is not guaranteed from the beginning. We insist that there is a work of adaptation and optimization that can always improve your results.
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