Landing Pages, And Why You Need Them!
Yes, I'm talking about landing pages. The thing that you've probably been avoiding for a long time. Why? Well, if you haven't been using them and understand their importance, then it's time to start!
Put simply, landing pages are the first (or sometimes second) page of your website or app where visitors land after clicking on a link from an ad - and they're designed specifically to sell your product or service to them as quickly as possible. Landing pages also typically have high engagement rates with potential customers in order best match and convert them into conversions.
I'm guessing if you're reading this, you already know what a landing page is. So instead, I'll explain why (not just how) you should be using them.
Why Landing Pages Are Helpful For Businesses
You need to be clear and concise with your messages. Many potential customers are skeptical by nature. If you provide them with too much information on your landing page, it may confuse and overwhelm them - causing them to leave the page before converting. So keep the messaging short and sweet.
Many potential customers are skeptical by nature. If you provide them with too much information on your landing page, it may confuse and overwhelm them - causing them to leave the page before converting. So keep the messaging short and sweet. You need to be focused on a specific action. A website or app can be very distracting for visitors - especially if they're not ready to take any action yet. So a landing page is more purposeful, as it's sole purpose is to get that conversion by focusing on your main call-to-action (CTA).
A website or app can be very distracting for visitors - especially if they're not ready to take any action yet. So a landing page is more purposeful, as it's sole purpose is to get that conversion by focusing on your main call-to-action (CTA). You need to test messaging and calls-to-action. Landing pages are great for A/B testing your headlines, subheadlines, images and CTAs. See which ones perform the best.
Landing pages are great for A/B testing your headlines, subheadlines, images and CTAs. See which ones perform the best. You need to track conversions in real-time. You can't effectively measure a landing page's success without tracking and measuring which customers are clicking on each CTA to make it more effective.
You don't need to test every different landing page layout you've never used before. In fact, the easier it is for your visitors to land on your landing pages, the better.
What makes a good landing page? There's no magic formula for it; it really depends on what you're trying to do for that specific business. But here are a few things to keep in mind:
The Design of Your Landing Page Should Be Consistent - Even If It's Different For All Your Sites and Apps.
One of the best things about landing pages is how simple they are. They're typically one page and have a single landing page design. For example:
How about if you ran an online store with four different products (and you wanted to convert them in at least two different ways - upgrades or free gifts)?
You'd likely want your landing page designs to be consistent on all the different sites (and apps) you ran it on.
All the design decisions should be made from the same place, and all your messaging should also be consistent across all the app/website/etc.
The layout of your page shouldn't change depending on if it's for a specific business, or what kind of visitor it is receiving. The messaging should remain consistent.
Maybe your basic layout goes like this:
This makes your business look a lot more professional, while instantly giving a visitor an idea of what they can expect from the site. If a landing page is well designed and focused, it can help significantly reduce negativity and increase conversion rates - that's why its design should be consistent across all sites.
If you're reading this, I'm guessing you've already been using landing pages for a long time - with some success (or at least have heard of them). Hopefully not, and you're still on your way to becoming an expert in landing pages.
So let's talk about why it's important, and how you can use these crazy little pages to improve your conversions.
First, What Are Landing Pages And Why Should You Be Using Them?
I'll be honest with you here: I know that most people automatically assume they are used by only the largest businesses with the most resources - as landing pages are often viewed as a way for mediocre companies to get more traffic and make more sales.