Your Question is “What is a landing page? Write the terms which are important for landing pages to generate more leads”
In the world of digital marketing, when a user clicks on a Search Engine optimized search result, marketing promotion or an online advertisement, the single webpage which appears as a result of such a click is called a landing page.
In simple terms, when users click on some search results or online advertisements, they are directed to a landing page. This landing page would display more information about the thing the link or ad talked about.
Landing pages have one main purpose, i.e. to generate leads for any business or organisation. Lead generation helps in creating the interest of potential customers in the products and/or services of a business or organisation. That is why landing pages are also called “lead capture pages” or “destination pages”.
Landing pages maximise interaction between visitors and a webpage so that a contact can be established.
Landing pages are created specifically for marketing or advertising campaigns. Landing pages aim at CTA (Calls To Action) to the visitors. A CTA is used in landing pages for exhorting the users to take some action such as subscription, further visiting the website, buying the product, downloading the newsletter etc, depending upon the objectives of the advertising campaign. But before CTA, the landing pages may ask the users to fill in some form for information in lead capture form such as name, email address, phone number, geographical location etc.
Usually, such information is exchanged by users for branded content or experience, which may include eBooks, some discounts, some amount of free information, course enrolment, free trials, coupons, newsletters etc.
Landing pages are critical because they help in ensuring that before users visit the advertiser’s site, they might show some considerable interest and are potential customers; hence increasing the conversion rate changes.
The users who willingly part with their particulars might be more interested in availing of the product and/or services that the website might be offering. Thus, Landing pages increase the effectiveness of any online marketing campaign.
Generating more leads means a higher conversion rate. A higher conversion rate means more customers and revenues. It also means the success of the online marketing campaign per spent penny.
Mentioned below are some terms which are important for Landing Pages to generate more leads:
Good Design.
Visuals are more attention-grabbing than text. Aesthetics such as positioning of elements, pictures, symmetry, font style, font colour, matching colours, spacing, amount of text on the screen etc. matter a lot.
Smooth navigation and user-friendliness should always be kept in mind while designing a landing page. The page should also be mobile-friendly since nowadays a lot of traffic originates from such devices also. Dead links and bugs should be removed promptly. Digital security must be ensured.
Form
Forms are usually the final stage to generate leads on a landing page. The quality, length, types of questions asked, interactive elements in the form etc would decide whether visitors would part with their personal information on lead pages.
Ask limited and relevant information in forms. The forms which ask too many details (which might not even be relevant at times) might cause users to simply abandon the page, which is not at all good.
It must be ensured that forms ask for minimal information such as name, email, phone number, pin code or zip code, region or city etc. Also, use elements such as drop-in, checkboxes, quizzes, radio buttons, optional comments etc. to make the forms more appealing.
For a CTA highlight the benefits which users would get. Without a good offer such as a free trial, discount etc. users might not part easily with their personal information. Such offers help in increasing the number of leads.
For mobile traffic, the form should be responsive and its view must be optimal. It would be better to create forms specifically designed for mobile devices in order to have an optimal user experience.
If possible, go for A/B testing of a form, which has been explained later on in this article.
Trust and Privacy.
The issues which may arise in filling forms on lead pages are trust and privacy. Users might not trust the pages with their personal information as it can be used in a variety of ways, even in some ways which might be unfavourable to the user.
Such ways include spam, selling of private information to third parties, leak of data, unsolicited promotion phone calls for selling or advertising products etc. These are undesirable things that a user definitely would like to avoid.
Therefore, it is necessary that privacy policy and trust signals be incorporated in our forms or on the landing pages. Such a thing would assure users that their information would remain safe, confidential, used for designated or permitted purposes and would not be made public or misused in any way.
Calls to Action (CTA).
Since CTAs aim to trigger an action, they must be distinctive and captivating to be effective. CTAs which are exhorting ensure higher lead generation or sales. CTAs are one of the critical elements on a landing page.
Since CTAs are seen as the climax of a business proposal, they must be simple yet impactful. Some of the ways to have a good CTA are
Visuals: Ensure their distinctiveness from the rest of the page. They must harmonise well with the landing page’s or website’s colour scheme; contrasting colours can help. Use original images as far as possible.
Text: Our proposition needs to be crisp and convincing, written with the aim of the expected audience in mind. Use lesser than ten words or even shorter if possible.
Placement: The CTA should where it should look natural and relevant to the context around it. Put it in places that would definitely grab the attention of a user.
Size: There is a possibility that small CTAs might be overlooked, so keep them big enough. Also, at the same time, a CTA shouldn’t completely take away focus from the rest of the content.
Relevancy and Consistency.
If the landing page doesn’t show what a user expected once he clicked on a paid advertisement he might simply abandon the page since nobody likes to be deceived.
Also, if the message or content of the landing page is different or irrelevant to what was promised in the advertisement, the user may quit the page. This surely would be a costly thing in a paid advertisement campaign.
So, it is better to show relevant, right and expected information on landing pages. Also, the messaging throughout the content should be consistent and must not confuse the visitor.
Customer/visitor Engagement.
Testimonials from real customers improve the credibility of a page as they work as social proof. A larger number of authentic posts would reassure visitors. A feeling of familiarity ensures that a new visitor or a potential customer begins to repose trust in the page.
Reviews, especially from old customers or visitors, are a good way to provide a benchmark. These reviews also help new visitors understand what is to be expected from the landing page or website.
To take the customer engagement further one can seek their input. Crowdsourcing here can be of great help to attract attention to our landing page or business. In crowdsourcing, one can engage customers in collecting ideas, names, headlines, themes etc.
This can bring in a fair amount of publicity and can even help understand customers or visitors better. Such exercises bring customers close to a business thereby improving their perception of it and finally head it to more lead generation.
A/B testing
A/B testing could be done for landing pages as well as for forms too. A/B testing helps us analyze and decide a landing page’s performance by finding out which version of the same page or form would perform better.
Page A here can be called the ‘control’ and Page B may be called the ‘variant’. Page B would contain altered forms, text, content, theme or some other element. Some traffic could be directed to page B and then after a few days or weeks, the response to both the pages could be measured. It may be possible that page B would bring in more leads. Thus, the ‘variant’ could now be used as a landing page or a new form as the case may be.
Relevant resources and support systems
Easily understandable content which is also easy to share must be created for landing pages. Relevant standing pages stand out often and they help in better lead generation. Offer resources such as videos, infographics, eBooks, articles and blogs etc to help visitors better understand a website’s purpose. Such resources could help in effectively boosting traffic too.
Understanding Users
It might be possible that despite using the aforementioned methods pages might not convert more or they might have reached a peak. To break this, one must understand what things might be preventing users to convert. Various tools could be used to analyse and understand how users interact with a landing page or a website. These tools could further help in optimizing our pages and thus increasing the lead generation.
