The English term landing page means “landing page”. In digital marketing, a page like this is used to convert your visitors into leads or customers.
Therefore, landing pages are also known as conversion pages.
These pages differ from websites in that they are focused on a single action. That is, all elements present on a landing page must reinforce the appeal so that a certain targeted action is carried out by the visitor.
In an info product sales strategy, for example, all actions publicized on social networks must direct leads to a landing page prepared for the checkout.
There, leads should find a page that further encourages the purchase by presenting all the qualities of the product. All this from the use of mental triggers and many other persuasion techniques.
High-conversion landing pages have the following characteristics:
- Use of flashy colors;
- Objectivity in the presentation of the offer;
- Ease of carrying out the driven action;
- Concise forms.
Building a good landing page can increase your contact base and boost your sales. But there are many other advantages when it comes to landing page creation, as we will see later.
What are the main types of landing pages?
Each type of landing page might better fit different stages of your nurturing flow. And each of them can achieve different goals within your strategy.
So, check out the main types of landing pages:
1. Capture page
These are pages aimed at attracting visitors and converting them into leads. This happens by capturing information using a form.
Usually, visitors give this information in exchange for some material of value.
Among the rich content offered on capture pages are:
- E-books;
- infographics;
- Spreadsheets;
- Video lesson and etc.
2. The Sales page
In this type of landing page, the focus is on the most awaited action of the entire journey: converting qualified leads into customers.
On a sales landing page, everything needs to be purchase-oriented. Therefore, the text needs to highlight the benefits of the product and present it as the solution to the lead’s problems.
Also, it must be integrated or redirected to a checkout area. The faster the time between decision-making and closing the transaction, the greater the chances of conversion.
3. Thank You Page
A thank you page, also known as a thank you page, is widely used to further strengthen the relationship between leads and your brand.
For example, if a lead performed an action on a capture page and expects to receive an e-book, by sending it to your email you can take advantage of it and make a new offer in the form of a thank you.
That is, when sending the e-book, you can invite your lead to sign up for a free webinar, for example.
4. Squeeze Page
This landing page model does not offer a great offer of exclusive material but seeks to perform a quick registration through a form.
It can be a registration form to buy a product that is yet to be released or even to receive notification of an online event.
A successful landing page should contain the following elements.
The elements of a landing page are very important to the success of your strategy. So, pay attention to the following details to ensure a high number of conversions:
Attractive title
The headline is the first impression your landing page will make, and in many cases, it can be the only one. That’s because many people may be immediately enthralled by your headline, or reject your offer at first sight.
So, ensuring that your headline has clear and objective communication while being impactful is a task that can yield good results for your business.
Some persuasive writing resources you can use in your headline are:
- Arouse curiosity;
- Generate a sense of urgency;
- Create a feeling of exclusivity.
But remember: being persuasive has nothing to do with lying! So highlight the qualities of your offer without using false promises.
Compelling CTA
The Call to Action, or the call to action, is the main conversion trigger on a landing page.
All other elements on the page should prompt the visitor to hit the button that represents the action you want them to take.
For this, a CTA is built from strategic elements, from the headline to the action button, including the description of the offer.
Everything that is on a landing page must serve to make the call to action be carried out and thus the conversion to occur.
A successful CTA must:
- Use action verbs;
- Have an eye-catching color on the CTA button;
- Evidencing the benefit of your offer, etc.
Information about the product
The message you need to get across to your conversion page visitors needs to be objective, but it can’t fail to highlight the benefits of what you’re offering.
So, highlight what your offer best represents and what gains your leads will have when they make the call you want.
Optimized form
The form is one of the crucial elements of a landing page. After all, it’s the reason you’re offering material to your visitors.
Rich content delivered from a landing page aims to exchange information for leads, which will increasingly optimize your sales strategy.
But no need to overdo the form! Offer ease of completion and don’t fill your visitors with too many questions.
An optimized form needs to be brief but has information that facilitates the next steps in the nutrition flow.
Information like the ones listed below may be enough to ensure a good segmentation of your leads:
- Name;
- Email address;
- Education;
- Telephone.
This information may also have slight variations depending on the target audience of your business.
If your business has a B2B focus, for example, it may be interesting to know the position your lead occupies or the company’s area of activity.
Thanks for reading this article by ExtNext, hope you will learn something about Landing Page
