An effective Landing Page is the best tool to promote your product / service. To obtain results and conversions, the page must have 5 decisive characteristics. Here's what they are.
The Landing Page is a central tool in web marketing strategies. Its structure often resembles that of a website home page, but in reality they are 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 to generate leads. It is precisely this feature that makes the Landing Page a phenomenal marketing tool.
Landing Page: what it is
Landing Page means landing page . It is in fact a page on which the user arrives after a specific web marketing campaign such as, for example, a campaign on social media, an email or an adWords advertisement.
As already mentioned, the goal of the Landing Page is to intercept the user's interest and provide useful, informative and commercial information about our product. The primary goal of a Landing Page is to accompany the user to conversion. As? 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 only goal of the Landing Page is to obtain customer contact, the so-called pass for sending informative and commercial material about our product. Once the lead is obtained, you can then create a customized marketing strategy for the customer. To achieve this goal, however, the Landing Page must be effective, that is, it must strike the user in order to invite him to discover our world. So here are 4 features 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 you want to get to the user. It can be an image, a short video or, much more often, a textual element. Inside it must be placed a communication that differentiates your proposal from that of 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 you want the user to perform. The watchword is: no distractions! A landing page needs to be clean, with a single call to action (CTA) and a single goal to achieve. We often deal with very confusing landing pages, where the user is prompted for different actions. The result? The abandonment of the page. A case absolutely to be avoided.
Coherence and emotionality: like any marketing tool, the Landing Page must also be consistent. The tone of voice must remain unique throughout the page because showing consistency means gaining credibility from the user. In turn, credibility is obtained if you are able to touch the right strings of the user. To achieve this, it is necessary to play on the emotional aspect. If you are able to create an emotional relationship with the reader, the possibility of conversion increases greatly.
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, or generate two different Landing Pages, with different texts and images and understand which of the two is the most performing.
Structure the Landing Page with the AIDA method
To be able to create an effective and capable landing page, it is advisable to structure the page according to the AIDA method, which includes 4 sections:
Attention: in the first section of the Landing it is necessary to immediately capture attention. To do this, as already explained, the use of an impact USP is optimal.
Interest: after having captured the attention it is good to explain to the user with more information why your offer is winning, that is to create interest.
Desire: the user arrives at the third section after having seen an interesting offer and having appreciated its characteristics. At this stage it is good practice to create desire, perhaps by inserting some additional features of the service.
Action: The last section is dedicated to the action that the user (CTA) wants to perform which, remember, must be only one. To further encourage the user to become a lead, it is good practice to add additional elements, such as FAQs as in Abdul Rimaaz site.