What are landing pages and why are they important?

What are landing pages and why are they important banner

What is a landing page?

What are landing pages and why are they important is a question a lot of people don’t know the answer to. A landing page is a page/subpage on a website to which a visitor “lands”.

According to the locals: The same as with the “landing of the plane” we say that the landing is good if the plane no longer bounces or even “breaks” after the first contact with the runway, it is considered that the effective landing side is the one that is as high as possible. landed ”visitors per page, achieves the desired campaign (e.g. submitting a request). Not that visitors to the landing page bounce off it (back to Google or other subpages).

In order to track whether a landing page is effective, you need a defined landing page goal and tools (such as Google Analytics) to measure how effective your landing page is.

TIP: Landing page performance is measured by several indicators: landing page conversion rate (CRO), average visitor rate on the site (average time on site), bounce rate, etc.…
If you aim to make your landing page as effective as possible, make sure that your website optimization not only pursues the goals of improving page traffic, but also the conversion and other goals on the page.

What are landing pages and why are they important – elements of an effective landing page

Landing site efficiency or the ever-higher conversion of the landing page depends on a huge number of factors.

Since the probability (usually in everything where there are “huge factors” at play) that someone is selling you pumpkins is high, you will, as you will see below, often come to an effective landing page with simple peasant logic.

What are landing pages and why are they important – easy page navigation

For the highest possible conversions on the landing pages, make sure the navigation on the landing page is as uncomplicated as possible.
A simple rule of effective landing page navigation is to offer no “exit” to site visitors in the story other than clicking the CTA button.
The landing page does not include links to resources, your other records, or the landing page. Nor does the link to the contact page (because the goal of the landing page is for the visitor to carry out the desired campaign on it).

What are landing pages and why are they important – good and sensible use of colours

The sensible use of colours on the landing page is really the one that takes into account who the target audience is, to which the landing page is targeting.
According to the study Anatomy of an effective landing page, source 2, the most suitable colours for landing pages aimed at the female population are blue, purple and green. For a predominantly male-targeted landing page, it includes blue, green, and black.
The following study of conversions against blue vs. the orange colour (source 3) is e.g. showed that there were 9% more clicks on the blue button than clicks on the orange button:

What are landing pages and why are they important

Attractive offer

The story/offer on the landing page should be short.
The text should clearly express the benefit that the visitor gets from the offer.
The benefit should be presented as unique.

Offer in two sentences: Website optimization (as offered by countless others) + (unique) SEO mentoring to enable our clients to optimize their pages in the future.
TIP: Your services or. the product is not only offered by you. Why would a landing page visitor choose you if you offer the same as everyone else?

Content oriented towards the execution of the campaign (towards the CTA button)

The landing page story should guide the visitor, after landing on the page, to perform the next step. This is to click on the CTA (call to action) button.
If you just list the benefits that your services and products bring to your site visitors, and shyly invite them to show interest in your offer, don’t expect good conversions. Self-confidence sales !!!

 

The story should be such that the visitor can quickly scan/fly through it

No one has four years to read and “decipher” what exactly you have to offer.
In two sentences (with larger fonts than the rest of the content), the visitor must understand what you are offering and how it benefits him for his needs. Amen.

Seo optimized content

SEO optimized content on the landing page results in it being more noticeable in Google (because Google just ranks higher on the search engine content on which web optimization is performed better).
If your landing page is not optimized for SEO, it is not visible. You can count all the other elements on the landing page to “zero,” but if no one lands on the landing page, the conversion can’t be good.

Content should be optimized for viewing on mobile devices

Visiting websites from mobile devices is the leading one compared to visiting pages from desktop devices:

What are landing pages and why are they important statistics

The landing page should therefore be designed to primarily “catch” conversions across the mobile display.
If the content on the landing page is written in such a way that the reader reads the entire offer only by moving the screen on the phone left and right (not just down and up), there will be no conversion!

Pictures

A picture says more than 1000 words.

Some marketing studies prove that the real images of the authors (not avatars, engravers, etc.…) of the website, sales managers and directors or. all those who address visitors on the landing page improve the conversion by 50%, as if we were using “leased images” of cute and smiling photo models on the landing page (source 4).

Video

The video on the landing page contributes to the increase in conversion only if it presents a benefit in practice.
The landing website does not include a presentation video, because the goal of the landing website is to convince the visitor, who has already been animated with the content on the page, that our offer is the best possible solution for him.

Customer testimonials

Customer testimonials and references are such a powerful factor in improving landing page performance that they are virtually a “mandatory” element of every landing page.
Unfortunately, there are not a few websites that equip the references and testimonials of their customers so awkwardly that they harm you rather than improve conversions.

Fictional customer names, and even fictional / copied images of customers’ faces, kill conversions.
Even if there are only statements from your customers about your close business partners and people for whom it is almost impossible for them to make a statement about your business (e.g. politicians, super extra celebrities, etc …), forget about conversion.

In the testimonies of real clients, try to direct their statements so that they express the concrete benefit they have received from you.

Elements of trust

Landing page trust elements are e.g. images of company logos with which you cooperate or have cooperated, logos of companies and organizations and media with which you cooperate or have cooperated, as well as quality certificates.

Contact information

Contact information on landing pages should be visible in large numbers.
Include a Google map of your business location.

Sharing buttons for social networks

Likes, number of comments and other responses on social networks are t.i. social proof – proof that you are a living being, that you exist and that you are active.
Without proof that you are “working” or at least present on one or two social networks, the visitor may wonder why you are not e.g. on Facebook, Instagram or LinkedIn. And he may begin to doubt the true value of your offer, statements, and work.

TIP: For “one-man band” and small business providers, participating in too many social networks as social proof can work as a “counter”. Most Internet-savvy people know very well that being present on all possible networks is a huge investment of time. And one can quickly question whether proactive participation in harvest networks is real or not.

A clear call to action (CTA)

The call to action of the visitor should be part of the story of the landing page.
A good CTA is the LOGICAL CONSEQUENCE of the story and is not an unobtrusive “rape” with a “click here” button before the landing page visitor even understands what the site has to offer.
Ensure proper flow of visitors along with the landing page.
If you have already paid attention to the appropriate sales funnel of visitors throughout the page, make sure that even on the landing page, the flow of visitors leads to the CTA button (not that the CTA is “by default” somewhere above the fold).

Keep the CTA simple and DO NOT COMPLICATE with it:

What are landing pages and why are they important call to action

 

Sources:

  1. Kim Scaravelli
  2. The anatomy of an effective landing page
  3. Website testing
  4. 15 tips to help you create an effective landing page
  5. StatsCounter