In terms of digital marketing, a landing page is a page, which is created particularly for a marketing or advertising campaign. It is a page where visitors "land" when they click on a link in an email, Google ads, Bing, YouTube, Facebook, or similar places on the web.
Creating a landing page is easy, as it can be made using drag and drop buttons. It means that you don't have to be a professional developer to build the landing pages. You can create a useful landing page in some hours or less.
After understanding the landing pages, you might be thinking about "how to create a landing page?" Below are some of the essential points to consider while creating landing pages.
The primary reason for using a landing page is to ensure that you send people to a page they are looking for or match their expectations. Make sure that you signal that visitors have made a "good click" by checking your landing page copy to the ads which are running on Google or social media platform.
If you are running many ads with several headlines, try to use variant pages to ensure message match.
To boost the conversion rates, you need to create compelling headlines, and most importantly, your call to action must be highly visible by placing these elements above the fold. Here above the fold refers to the upper half of the front page of a newspaper or your ad.
In landing pages, screen resolutions can vary a lot. Design your landing page in such a manner that it is suitable for both desktop and mobile users.
Showing your product or service in real-life circumstances helps users imagine themselves as your client. Whether you use good photographs, animations, or videos, visuals can capture and keep their attention.
A useful landing page primarily focuses on a single conversion goal. Try to eliminate other distractions that might carry visitors away. Try to remove unnecessary links away from your landing page, including site navigation, additional calls to action, or even links back to your homepage. Your landing page will work best if it is different from others.
Most visitors are savvy enough to distrust typical marketing spiel. No matter how much you think about your offering, including the voices of satisfied customers and community members, you can add an air of authenticity to your claims that even the best copy will lack.
Reviews also play a crucial role in enhancing customer engagement, and it increases conversions. You can use testimonials by including personal details, like full names, job titles, place of residence, date of purchase, biographical information, portraits, and even videos.
A good copy should be clear and straightforward. Make it as readable as possible, and you can do it by using fewer paragraphs and bulleted lists. The best thing to determine whether your copy is compelling or not is to ask people who are unfamiliar with your business to read your headline and supporting copy. Ask them if they can't answer clearly; it is likely not a very effective copy.
The landing page should be fast-loading and mobile-friendly. According to a study, 70% of consumers admit that loading time influences their desire to buy. If your pages are taking more than 4 seconds to load, the user will go to the other website, and unfortunately, your bounce rate will increase.
Avoid weighing down your landing page with unnecessary elements that will slow it down. For example, you can compress the images which are of high-quality. You should follow all Google's speed recommendations, that will help you make fast-loading landing pages.
As you know, most people access the internet via smartphones. You need to create landing pages in such a way that it fits the mobile, tablet, and desktop screen. To ensure the better performance of designing a mobile-responsive landing page that adapts to these devices. You can shift the layouts, make CTAs more visible, and shrunk or remove images entirely.
Complete testing should be done on your landing pages to ensure you get higher conversions. Doing this will help to get an insight into what needs to be fixed and modified. At Digi Markets, our team will let you split traffic between variants and then track which page performs better. With practical tracking tools like Google Analytics, you will get a deep insight into optimizing your page.
Everybody wants to be creative, but in the beginning, it is better to use the templates for the landing page and customize it according to your business. There are many sites where you can find the best templates for landing pages, such as ThemeForest.
A landing page is rarely short that nothing appears below the fold, so including visual indicators drawing the eye downward is a good idea. These cues can involve literal pointers, like arrows, shapes, images, animations, and even copy that keep users happily scrolling and reading.
Similar directional cues should be practiced to help users find your call to action. We recommend using bold and contrasting colors and an easily recognizable shape so that the CTA pops out from the rest. You can also use arrows, graphical animations, or even pictures of influencing users to draw further attention to it.
These were some of the best practices that you should follow in 2020 and beyond to enhance customer engagement and conversions.
At Digi-Markets, our experts will create the best landing page for your website to get good results. They are well-experienced in their respective fields and use the best tools and technologies required to obtain significant results. Talk to our expert today!