What is a Landing Page?
A landing page is defined as a web page which users are directed to under digital marketing advertising campaigns. It is the destination page, which a user reaches after clicking on a link in an email, Google ads, social media platforms etc.
A landing page is designed in such a way so as to ensure maximum lead conversion. When a user clicks on a link in response to a marketing campaign online, it indicates user interest and engagement. However, it is essential to convert this interest into dollar value. This is where the role of a well-designed landing page comes into play.
There are various synonyms for landing page like- lead capture page, destination page, static page and single property page. There are various essentials that every landing page must have to ensure maximum leads conversion rate. Otherwise, there would be no return on the advertising and online marketing costs incurred.
The Internet is filled with a lot of media, information, news, etc. in today’s times. Online marketers have to put in great efforts to stand out in the noise, and facilitate brand recognition and involvement. To ensure adequate brand reach and lead generation, a good landing page is essential.
Requisites for high converting landing pages:
- Company USP– Consumers should get acquainted with the unique selling proposition (USP) of the company. What makes the company different from its competitors, and what value does its product portfolio or brand possess, which is unique must be communicated via the landing page.
- Ad campaign reiteration– Image or video tools can be used to engage better with the end user for ad campaign reiteration. This is essential to form a cognitive recognition in the mind of the user.
- Offer benefits– Online ad campaigns promote an idea or offer to the consumer, which leads them to the landing page by clicking on links. The destination page must contain a list and/ or description of the various benefits derived from availing the offer of the company. With a thorough description of the benefits, users can gauge their interest for or against the advertisement.
- Social proof– The landing page must contain a social proof component, for a higher conversion rate. This includes past customer referrals and experiences on taking up the offer. This brings in a form of social validation to a new potential customer on the landing page; and increases chances of higher conversion.
- Call to action– This is the final factor important to ensure a better conversion rate for potential customers. A call to action (CTA) involves a form of questionnaire with the potential customer details like name, phone number, email address, and interest option among offers available by the company. This gives a contact point to the company for further discussion with the customer, with the aim of lead conversion.
A well-designed landing page helps retain customer interest, and also brings lead conversion into place. It is also an arena where a company can focus its efforts on differentiation against competitor brands.