What is a landing page?

We tell in simple words what a landing page is and how to create it

You’ve probably heard that a successful landing page can increase the effectiveness of any advertising campaign and increase sales several times. What is the specific feature of this marketing tool as a «landing page» and what landing pages are used?

Landing page (aka landing page) is a web page focused on selling one product/service and aimed at a visitor to perform a certain target action.

Types of landing pages

The landing page is not the main page of the site, but a separate Internet marketing tool. The main task of any landing page is to guide a potential buyer along the conversion path, the endpoint of which is to perform a certain action:

• registration;
• call backorder;
• application;
• purchase.

The first three steps involve providing a potential buyer with contact information for further travel through the sales funnel (using telephone and email marketing).

Landing Pages

There are three main types of landing pages depending on which algorithm of actions the company chooses for its future client.

1. Selling/advertising landing pages

The title of these landing pages speaks for itself. They usually contain the largest content compared to other types of landing pages. A powerful stream of advertising information in the form of texts, videos, and graphics about a specific product takes the visitor by surprise and he, to compensate for his effort and time spent on studying it, presses the target button.

It is clear that an overly aggressive push to click on the Buy button can scare away the visitor. On the other hand, a well-designed landing page with a beautiful design seems to hypnotize a person, and the target action becomes inevitable.

2. Information Lead Pages

This type of landing page is used to collect information about the target audience of the company, i.e. for lead generation. They are not aimed at the direct sale of a product/service, these functions are relegated to the next stages of the sales funnel (e-mail newsletter, phone call, personal meeting).

Lead pages (or lead magnets) often offer useful bonuses (subscribing to meaningful information, getting a discount coupon, downloading the app for free, etc.), in exchange for which the visitor leaves their contact information without hesitation.
Other things being equal, landing lead pages with fewer fields in the form have a higher conversion.

3. Viral landing pages

This type of landing page is not perceived by the visitor as an advertisement. It does not talk about discounts, promotions, there are no sales and information collection buttons.

The idea is to unobtrusively insert the logo of the company or product brand into interesting content, as it is implemented on the one-page of the airline. The result is that a familiar logo is associated with a person with a positive mood on a subconscious level.

Remember that clearly identifying the main goals of creating landing pages and determining the tasks that this tool solves in your advertising campaign is the key to the success of product promotion.

In addition, we recommend that you outline the level of the result in advance, for example, a certain number of clicks to your landing page or the number of leads.

Key elements of the landing page

Once you’ve determined your landing page’s purpose and look, it’s time to think about the main elements that affect conversions. The elements that are mandatory on the landing page are:

1. Catchy headline

The title of the landing page should be similar to the advertising slogan. The headline and subheadline are what form the first and most important impression of the page. It is necessary to compose them so that the visitor wakes up a desire to further study your site.

2. Attractive multimedia content

Bright pictures, clear and informative icons, interesting video materials form the basis of the landing page design. These are exactly the elements, the variants of which need to be tested during the entire advertising campaign. Remember that the informational part of your page should focus on one product or service.

3. Lead Forms and Action Buttons

These are the most important parts of the landing page, and all other components of the landing page are designed to strengthen these elements. Buttons should be clearly visible and contain words that encourage action. Conversion can be increased by the presence of the words in the call: free, promotion, discount, just for you, etc.

4. Timer

The deadline also affects the effectiveness of the landing page. The psychological technique “you may not be in time” pushes the site visitors to take the targeted action.

5. Trust Factors

Written and video reviews will increase the loyalty of potential customers to the company. The more “natural” and true the stories of customers who have already learned the product personally, the more trust the new visitor will experience. The credibility factors also include literacy of writing content: the selling text of your page should not contain spelling, syntax, and punctuation errors.