What is a Landing Page?
What is the purpose of discussing tactics if we have not yet defined what a Landing Page is?
Well, let’s explain it then!
The primary purpose of a Landing Page is to get the visitor to do something specific, such as offering an email address, endorsing the page on Facebook, or viewing a video.
The difference between a Landing Page and a Homepage
Many rookie business owners make a widespread blunder of confusing the Homepage of a website with a Landing Page. Actually, the two pages have very different functions.
The initial page presented to the visitor upon visiting your website is the Homepage. This page includes a list of choices that will guide the browser to other interesting topics: an overview of your firm’s services, contact details, and many others.
(Example of a Homepage)
The Landing Page should only contain what is necessary in order to prompt the customer to take the desired action, which is different from what would be shown on the homepage of your website.
Therefore, the Landing Page has a basic menu, which includes a headline, promotion, and command to take action. The design of the website’s menu was not selected by chance. One way to ensure that the person coming to the page does not become sidetracked from the primary objective is to provide a clear focus on the page.
Pages which focus on gaining details from a user so that they can become a client in the long run are ones that offer gratis materials, for example, ebooks, infographics, emails, particular videos, and a variety of other items. These materials are also known as “digital baits”.
The purpose of these lures is two-fold: to enlighten the visitor regarding your product and to acquire the information from this individual to cultivate a connection with them.
It is critical to recall that the material on the Landing Page ought to consistently be associated with the bait, and not to the item you mean to sell, regardless of whether the issue is comparable. The material should be consistent with the desires of your target customer, and assist them in resolving an issue. It is probable that you will need to do this task multiple times before you present your product to her.
The Landing Page must finish by including a small form that solicits the basics from the guest, including their name and email address, so that the Landing Page can fulfill its intended purpose. Large documents can indicate that the procedure is complicated and may decrease your opportunities of successful completion.
What educational background does a person need to have in order to buy a product online? When it comes to Landing Pages, less is more.
Tools to create a Landing Page
You can create your Landing Page in three different ways:
- Paying a professional to create the page for you;
- Developing, on your own website, a page with this purpose;
- Using a tool to create Landing Pages, without the need of programming knowledge.
Many people opt to employ someone to manage the continual modifications necessary for the Landing Page to be maximized. This way, they can save the time that would be required to create and enhance the page.
Have you considered how draining it would be to have to modify the code of your page every time you want to make an alteration?
Many businesses have created alternatives so that even those who have zero prior experience with programming can produce Landing Pages to sort out the problem.
Check out this list with the 10 best tools available for you to create your Landing Page:
Instapage
Instapage is an excellent platform for making and enhancing Landing Pages, due to its ease of use. The page editor is user-friendly and comes with the “drag and drop” feature, which is extremely beneficial for people who don’t have in-depth understanding in design .
To make your page, all you require is a functioning email address. It is simple to sign up because you can use your Google account to log in with the application.
The Instapage dashboard contains more than 100 customizable and conversion-optimized layouts to fit various goals, such as thank you pages, ebook downloads, and webinar promotion. The user is also able to access a library of images, which contain images and vectors that can be used to enhance the page’s appearance and make it more appealing to viewers.
Instapage offers the benefit of being able to conduct an infinite number of A/B tests to figure out which page converts better. Additionally, it is conveniently compatible with marketing automation devices, like email delivery services.
Using the Instapage tool, you can post your Landing Page to the Instapage domain, such as www.instapage.com/howtosellanebook (made-up URL). This can be useful for those who are looking to save money and don’t want to put in the effort required to build a domain of their own.
If you already have a website, we suggest that you opt for the “personalized domain” option and upload your Landing Page onto your own folder. By structuring it this way, the URL will be easier to understand for the people you already have an established connection with.
How much will I pay for it?
You can access Instapage’s services without cost for the initial two weeks. After that, you need to pay for the service. Different customers have various requirements that are accommodated by various plans, a few of which provide professional services and 24-hour online chat support.
If you are just starting out as an entrepreneur, it is wise to begin with the fundamental package, which comes at a cost of U$68 a month. This cost certainly won’t be as expensive as engaging a programmer and a designer to craft your Landing Page from the start.
Unbounce
Unbounce has an extensive selection of templates plus a myriad of customizing potential. The same as the tools we discussed before, the option of “drag and drop” enables you to rearrange pictures, text boxes, and forms on and away from the Landing Page, so you can customize it to fit your preferences.
This instrument also furnishes A/B analysis so the individual can calculate which pages are more productive, which is hugely advantageous for knowledgeable Producers and Partners.
This testing method involves creating a duplicate of the Landing Page and then making modifications to the content, like altering the text, pictures, headline, or call-to-action. You then divide the traffic into two parts, sending one to the original version and the other half to the second one. You can segregate the traffic through Adwords or any other advertising network. Once a certain amount of time has elapsed, you can measure the efficacy of both versions to determine which one produced the most optimal outcomes. The one with best performance stays.
Landing Page Problem #1: No Traffic
Did you construct a arrival page and solely ask your mom to examine it (but she didn’t even put any effort into completing the form)?
To increase non-parental traffic to your landing pages, review the channels that are already sending you users and find out how you can improve them; this could be by both enhancing channels that aren’t doing well or increasing activity on the ones that are already doing well. Here are few ideas you can try:
Work on your SEO.
It is not necessary to fill your landing page with key phrases– what is more important is that you ensure that the content focuses on the proper matters which people are searching for and speaks the same language as your client base. Replace the words on the form on your landing page with terms that your target audience would look up when looking for information related to the offer. In addition to restructuring your landing page to be centered around a subject instead of a set of keywords, there are numerous other modifications you can make in terms of SEO.
Landing Page Problem #2: Poor Conversion Rate
Drawing people to the landing page but unable to get them to fill out the form? You must be imaginative if you are aiming for improved outcomes.
If you’re stuck on how to fix this very frustrating problem, here are a few things you can try:
Find your proper form length.
If your questionnaire is overly lengthy, you may discourage people from submitting it. Perform A/B tests to determine the shortest length a web form can have while still producing leads of a satisfactory level and satisfying the expectations of the sales team, yet not requiring the visitors to the landing page to expend too much effort to receive the content they are seeking.
If you’re new to A/B testing, here’s a manual to show you the ropes.
Tighten your headline and body copy.
It is conceivable that people who visit your landing page may not be totally sure they will gain anything of worth if they share their data with you. If you have produced interesting material that is only accessible through the form, you should devote time improving the landing page so that it provides visitors with an accurate overview of what they will receive. Explain to them succinctly what is on the landing page form and how it will be advantageous for them.
Landing Page Problem #3: Poor Funnel Conversion Rates
You should not just monitor the transformation figures on your particular landing pages; you should go beyond that. Let’s envision that you are working with a page to acquire potential customers. It’s essential to determine the number of individuals who visit the landing page that become customers, as that is ultimately the desired outcome. Maintaining a company-wide outlook when refining your landing pages will enable you to take logical marketing steps that will enhance the whole organization.
You can try improving your overall funnel conversion rates by doing these things:
A/B test form length and fields on the initial landing page.
It is conceivable that your shape is excessively short and your framework is accepting an excess of irrelevant leads. If you want to raise your total conversion rate, it might be necessary to make your form longer. Be advised: Your likelihood of getting less leads into your funnel is high, though they have the potential to have a larger conversion rate down the line. You could try experimenting with various form fields to ascertain whether asking more detailed questions will result in more lucrative leads.
Do you want to know precisely how much time should be devoted to your forms for the most effective results? Check out this blog post.
Landing Page Problem #4: High Bounce Rate*
If you looked at the analytics for your home page, you might have come across this measure previously. The percentage of visitors who view a page and then immediately exit the website is known as the bounce rate. They failed to complete a form, and they didn’t take any steps to get more info regarding you.
It resembles the difficulty of having a low conversion rate, no? That’s because they’re related. If a person exits your webpage without engaging with it in any way, there is a good chance they will not complete a submission form. It can be suggested that a situatoon may arise in which you have a low bounce rate but a low conversion rate if people review further parts of your website. There are a lot of shared answers which may be applied to both a low conversion rate and a high rate of bounce.
In other words, bounce rate is not necessarily a bad sign, only if it’s linked with a short visit length, no purchases, or if it is restricted to a particular device. Here’s what you can do to address a real high bounce rate problem:
Decrease page load time.
If visitors to your page are leaving rapidly, there could be numerous explanations for it. Most of them had an issue with a low rate of conversion. Yet one was not: Your web page was likely taking a significant amount of time to show up…causing people to leave your website. It is possible to enhance the loading speed of your website by making minor modifications like resizing the images used on the homepage. Check out this post for some ideas.
Landing Page Problem #5: Internal Disagreements
Making a strong case to your manager is simpler when you have a firm statistic showing that a certain approach is successful or ineffective. If there is a lot of debate within your company about what should and shouldn’t appear on your landing page, let the evidence speak for itself.
Are there two people who are completely determined to either keep or take away the top navigation on your website? Carry out an A/B experiment to resolve that argument — and virtually any other one that arises. You will only be able to determine the most effective approach for your target customers on your landing pages by conducting tests.
