What is a landing page?
First of all, what is a landing page?
A landing page is simply the entry page where the user lands. However, when we hear about landing pages, normally it is referred to those pages where the user lands after clicking a PPC ad, or a Call to Action placed for example in an email. And it has only one purpose, selling a specific product or service, or generating a lead.
By designing an outstanding landing page that offers relevant content to the target audiences, we can increase the possibilities of converting those.
Landing pages are really important on any Digital Marketing Strategy. Companies can see a huge increase in leads generation, as soon as they increase the number of landing pages, especially in a B2B landscape.
The importance of a Landing Page on an Adwords Campaign
In addition, the Landing page is one of the key factors when running an Adwords Campaign, together with the keywords chosen and the Ad copy created. The experience of the user after clicking the ad affects the Ad Rank, which means it affects the CPC (Cost per Click) that you need to pay and the position that your Ad will have in the Ad Auction. You can also have more information about Ad Auction on our Adwords Management Page. If the experience of the user is not good enough this can cause your Ad to run fewer times or not at all.
For this reason, landing pages are extremely important. When we perform a specific campaign it is always good to plan ahead and create the right landing page before starting the campaign.
5 Easy Tips to create the perfect Landing Page
In order to have a successful landing page, some elements need to be taken into consideration:
1. Separate Single Offer or Campaign.
A Single Offer/Campaign Page allow us creating relevant content for the target market, target a specific goal and with it have better results.
2. Fulfill User Intent.
The user intent describes what the user is looking for. It is important that not only the ads and emails are tailored for a concrete target market and goal, also the landing page needs to fulfill this same intent.
When you are searching for a pair of runners and an ad appears in front of you with the desired runners you will click the ad straight away. What you’re expecting is arriving at a page with those same runners that you saw at the ad and few easy steps to buy them as easy as possible.
3. Avoid Including Navigation Bars.
Once you have gained the interest of the user that clicked an ad or a call to action and they arrive at the landing page, you don’t want the user to leave in search of more information on your site, you want the user to convert to buy. For this reason, it is important to avoid any exit, deleting the navigation bar from the landing page.
A great example of landing page without Navigation Bar is the following Landing Page from PaddyPower. The user has reduced options, together with all the information needed to convert without the need to go anywhere else on the website. This fact increases the percentage of conversions.
4. Maintain Brand Consistency.
Any Landing Page needs to be consistent with the rest of the website and marketing actions. Consumers trust more brands that they can recognise.
5. Simple and Goal Oriented Layout.
The basic Unique Selling Proposition (USP) needs to be clear and the message needs to be understood in less than 5 seconds when the user arrives at the Landing page. For this reason, we recommend a simple and goal oriented layout.
Basic elements of a Landing Page
We know now some best practices regarding Landing Pages, but the essential elements of any Landing Page?
1. Main Headline.
The main headline it is very important as it is the first thing the visitor see when they arrive at the page. Research shows that more than 90% of visitors who read your headline also read your CTA Copy.
2. Detailed explanation.
An explanation with the reasons why the user should convert is crucial to achieving our goal.
3. Benefits and Features.
It is really important not only to highlight the features of your products or services, also the benefits that can bring with them or that the user can lose in case they don’t convert. To make those benefits and features more prominent and easy to read, we can make use of bullet points.
Features are the properties that a service or product has, and the benefits are how those services or products can improve the user life. For example, a toy that uses batteries to function can offer a feature “batteries included” and brings the benefits to the consumer to “save time to search for the right batteries and being ready to use for the children”.
When users understand the benefits associated to fill in a form, buy a product or purchase a service, are more willing to convert.
4. Image or video.
A High-quality image or video that emphasise the benefits of the offer will help to increase the conversion rate. Remember that 90% of the information sent to the brain is visual.
Video it is especially successful. The use of videos on landing pages can increase conversions by 86%. But at present only 15.6% of landing pages use video.
The Call to Action is the action you want the user to take, so it is essential on any landing page. It needs to use action-oriented words. Also needs to be visible, for what a contrasting color and a good size will be absolutely necessary.
Testimonials, case studies, reviews, third party certifications, guarantee seals, real pictures or anything that can proof the benefits that you’re claiming it is really important those days.
If it is possible, offering any kind of guarantee will help the user to make the final decision.
We can organize all those elements in a way that they point to the CTA. A good structure can be as on the diagram below.
After all this work, we need to keep our word and deliver all the expected benefits to the user and if possible exceed them, so they become loyal and refer us to others.
Some great Landing Pages
1. Moz Content Landing Page
If you’re into Digital Marketing for sure you already know MOZ and the charismatic Rand Fishkin. On this landing page, they are offering their Content Tool and don’t need more than 5 seconds to understand the message. There are not exit route, there is a picture that shows the data that you can obtain with the tool, the main headline, a descriptive text, the benefits are explained and are easy to scan and has a clear Call to Action.
2. 5% Cash Back on Booking Hotels Ryanair Landing Page
Ryanair it is another good example of a company with perfect landing pages. I received the offer below by email where the message is clear: “Get 5% Cash Back when you book your hotel with Ryanair”. Once you click on the Call to Action “Book Now” you’re redirected to their landing page, where the images and aesthetic are the same.
Mailchimp, the most known email automation tool, show us an example of a great landing page. We see the main headline, the related picture with a screenshot of MailChimp interface, the detailed explanation, a reference of how many people already use it and the call to action.
In conclusion, the importance of a landing page is sometimes underestimated and just with few changes we can obtain more leads and sales. 5 easy tips are:
- Separate Single Offer or Campaign
- Fulfill User Intent
- Avoid Including Navigation Bars
- Maintain Brand Consistency
- Simple and Goal Oriented Layout
At The Web Centre we have an experienced web development and design team that can help you with the creation of your Landing Pages. Start thinking about your landing page for your next marketing campaign!