What Is a Landing Page?
A landing page is a specially designed website whose main purpose is to convert visitors into leads or customers.
This page is usually the first place a user goes to after clicking on an advertisement or promotional link.
The main task of a landing page is to get the user to perform a specific action, such as filling out a form, signing up for a newsletter or making a purchase.
It is important that the landing page is as focused as possible on one objective, which increases its effectiveness.
Landing Page Versus a Regular Sub-Page
A landing page differs from web pages or subpages, such as homepages or blogs, because it has one specific task. While homepages often contain a lot of information and links, a landing page focuses on a single, clear CTA.
The homepage of an online shop presents different product categories, as opposed to a landing page that promotes one specific product or offer.
This allows the effectiveness of the campaign to be measured more precisely.
Key Elements
Any effective landing page should contain several key elements:
- an attention-grabbing headline
- clear and compelling content
- visually appealing graphics
- clear CTAs
- customer feedback
- partner logos.
The contact form is also an important element and should be simple and intuitive to fill in. The fewer fields to fill in, the greater the chance of conversion, so it is worth limiting yourself to the most important information.
What Is the Role of the Landing Page
The landing page plays a key role in marketing strategies because it is where users make their purchasing decisions.
With a precisely designed page, you can significantly increase your conversion rate.
A landing page is an integral part of effective marketing, allowing you to target traffic precisely and measure the results of your campaigns. It is worth investing time and resources in optimising them to maximise conversions.
The ultimate goal of a landing page is to convert visitors into customers or leads, which is possible with a well-designed and optimised page.
Focusing on a single goal and minimalism is the key to success.
How Do You Design a Good Landing Page?
Before starting to design a landing page, it is crucial to define its exact purpose. This can be:
- collecting leads
- selling a product
- newsletter subscription
- other activities
Precisely defining the objective allows all elements of the page to be better aligned, increasing its effectiveness. Each element of the page should support the main objective, eliminating unnecessary distractions.
Page Structure and Layout
The landing page structure should be clear and intuitive so that the user can easily find the most important information. The most common layout is a single-column layout that guides the user step-by-step to perform the desired action.
It is important that key elements such as the headline, content and CTA are placed prominently. A well-designed structure increases the chance of conversion.
Visual and Textual Elements to Attract Attention
Visual elements, such as images and graphics, play a key role in attracting users’ attention. Quality images and graphics should be consistent with the content and support the message of the page.
Text should be clear, concise and compelling. A good headline can increase engagement, so take the time to refine it.
Where to Place the CTA?
The CTA is one of the most important elements of a landing page, as it is what leads the user to perform the desired action. The CTA should be:
- clear
- highly visible
- inviting to click.
The placement of the CTA matters – ideally it should be placed at the top of the page and repeated at the end. It is also worth testing different variations of CTAs to find the most effective one.
Regularly test your page loading speed to ensure optimal ergonomics for users.
Landing Page Best Practices
1. Using Social Proof
Social proof, or social proof, are elements that show that other people are using your product or service and are satisfied. This can include:
- customer reviews
- the number of users who have taken up your offer
- logos of well-known companies cooperating with your brand
It’s worth placing customer reviews prominently to increase credibility and trust in the site.
Airbnb knows how to use social proof effectively. Users can see ratings and reviews from other guests. Social proof can significantly increase conversion rates by building trust in the listing.
2. Minimalism and Focus on Key Information
Minimalism in landing page design is about limiting the number of elements and focusing on the most important information. Too much information and elements can overwhelm the user and discourage them from taking action. You don’t need to present your entire offer here.
It’s worth reducing the number of fields in your contact forms to the bare minimum to make it easy for users to fill them in. Look at Apple‘s website, which uses a minimalist design to focus attention on key products and CTAs.
3. Personalise Content for Different Audience Segments
Personalisation of content although often associated with directly addressing by name is more than that. It’s tailoring messages and offers to different audience segments, making them more effective.
This can be achieved by using dynamic content that changes according to user data.
which recommends products based on previous purchases and browsed products is a flagship example. Personalisation allows the offer to be more tailored to users’ needs, which increases the chance of conversion.
4. Integration With Marketing Tools (email Marketing, CRM)
Integrating the landing page with marketing tools, such as email marketing or CRM, allows for better lead management and process automation.
With integration, you can track and analyse user behaviour more effectively and run more personalised campaigns.
An example of a good integration is the connection to an email marketing tool such as Mailchimp, which allows new leads to be automatically added to the mailing list.
Theautomation of marketing processes saves time and resources, while increasing the efficiency of operations.
5. Optimising for Smartphones
Today, a larger proportion of the population already browses the internet on mobile devices, so optimising the landing page for smartphones is crucial. The page should be responsive and easy to navigate on different devices.
An example of this is any major brand’s website, which is fully responsive and adapted to mobile devices. Optimising for mobile can significantly increase conversion rates as users have a better while using the site.
6. Page Loading Speed
Page loading speed is of paramount importance to user experience and conversion rate. Pages that load slowly can discourage users and lead to high rejection rates.
An example is Google’s page that loads lightning fast, which has a positive impact on users. It is worth monitoring and optimising page loading speed regularly to ensure the best possible user experience.
7. A/B Testing and Optimisation
Testing and optimisation are key elements in creating an effective landing page. A/B testing involves comparing two versions of a page to see which one produces better results.
An example would be testing different versions of a CTA to find the most effective one. Regular testing and optimisation allows you to continually improve the effectiveness of your landing page and maximise conversions.
Tools for Creating Landing Pages
Landing Page in WordPress
Landing Page in WordPress is a good Idea. WordPress is one of the most popular tools for creating landing pages, thanks to its flexibility and wide selection of plugins. Plugins such as Elementor and Beaver Builder allow you to easily create and edit pages without any coding knowledge.
WordPress also offers many pre-made templates that can be customised. The ease of integration with other tools, such as CRM and email marketing tools, makes it ideal for many businesses.
Canva
Canva is a tool that allows you to create visually appealing landing pages without the need for advanced graphic design skills. With an intuitive user interface, you can quickly create a professional-looking page.
Canva offers a wide selection of templates that can be customised by adding your own images, text and other elements. Integration with other platforms allows you to easily share and embed the pages you create in a variety of places.
Other Tools
There are many other tools available on the market for creating landing pages, such as Unbounce, Leadpages or Instapage. Unbounce offers advanced A/B testing features to optimise pages for conversions.
Leadpages, on the other hand, is known for its simplicity and speed of page creation, which is ideal for small businesses and startups. Instapage stands out for its ability to create dynamic content that adapts to user data, which increases campaign effectiveness.
Elementor
Elementor is a WordPress plugin that offers a drag-and-drop tool for creating landing pages. With a wide range of widgets and templates, you can quickly create a page that captures users’ attention.
Elementor also allows easy integration with analytics and marketing tools to track results and optimise pages. Its ease of use makes it a popular tool with professionals and amateurs alike.
Unbounce
Unbounce is a tool specialising in creating landing pages with a focus on conversion optimisation. It offers advanced A/B testing features and the ability to create dynamic content.
Unbounce also allows integration with various marketing tools for better campaign management. Advanced analytics features help monitor effectiveness and make necessary changes.
Leadpages
Leadpages is a tool that allows you to create landing pages quickly and easily without any coding knowledge. It offers a wide selection of ready-made templates that can be customised.
Leadpages is known for its simplicity and intuitive interface, making it ideal for small businesses and startups. The ability to integrate with popular marketing tools makes this tool a versatile solution.
Landing Page Optimisation
Responsiveness of the Landing Page
Nowadays, the majority of users browse the internet on mobile devices, so optimising your landing page for mobile devices is crucial. The page should be responsive and easy to navigate on different devices.
Check the Loading Speed
The loading speed of a page is clearly important for the visitor and the conversion rate. Pages that load slowly can discourage users and lead to high rejection rates.
All pages of large companies load at lightning speed, which has a positive impact on users.
It is worth monitoring and optimising your page loading speed regularly to ensure the best ergonomics when browsing your site.
