For some time, the landing pages have become essential elements of all marketing strategies. In this article you will discover the objectives of a landing page, also called a destination page in French, and examples of concrete landing pages.
Whether it’s a low-traffic website or a giant like Airbnb, you’ll find that all businesses use some type of dedicated web page, landing pages.
These “orphan” web pages, designed to convert, are used by businesses of all sizes to guide people through every step of the buyer’s journey. Showcase site, e-commerce or white paper, everyone can need a landing page.
Today we will see in detail the importance of landing pages, examples of such a marketing strategy and how to simply create one yourself.
Summary
- What is a landing page?
- Why are landing pages so important?
- Landing page example: 19 key points to be effective
- 6 landing page examples
- How to create a landing page easily?
What is a landing page?
In digital marketing, a landing page or landing page is a freestanding web page, created specifically for the needs of a marketing or advertising campaign, optimized for conversion.
This is where a visitor “land” after clicking on a Google AdWords or similar ad. This strategy is completely in line with “inbound marketing”, a method developed with the aim of attracting customers through appropriate content.
Landing pages are designed with a single, targeted goal represented in the form of a call to action (CTA).
This simplicity makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns.
To fully understand the difference between a landing page and other pages on your site, such as your home page, it’s important to understand the differences between organic search traffic and paid search traffic.
Why are landing pages so important?
Too many companies send traffic generated through advertisements, their email campaigns or traffic from social networks to their homepage.
This is a huge missed opportunity.
When you know targeted traffic will come to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page.
For example, imagine you have a Google AdWords SEA advertisement for one of your top keywords. And someone clicks on your advertising link.
Do you want to send them to your homepage?
When they land on your homepage, what are they supposed to do?
What do you want them to do?
Once you figure out what you want the visitor to do, do the work for them.
Send it to a landing page that encourages you to perform this action.
You will see your conversion rate soar considerably.
Setting up a landing page: 19 key points to be effective
- Make sure the main title of your landing page matches the title of the ad that visitors to the ad clicked on.
- Use directional clues to draw attention to your CTA (arrows or photos/videos of people looking or pointing at your button).
- For lead generation forms where the call-to-action is below the waterline, put an arrow pointing down the page directly on a call-to-action button.
- A landing page must have a single purpose and therefore a only targeted message.
- Make a big call to action (CTA) and place it above the float zone.
- Show your product/service used in context.
- Keep as few fields as possible in your form so as not to discourage the visitor.
- Prioritize a data enrichment downstream with ClearBit for example.
- Delete unnecessary content. Be succinct.
- Use of real testimonials for authenticity.
- Show social proof through simple and visual indicators.
- Test new ideas using AB testing.
- Offer a free trial. Try before you buy is a standard and expected feature.
- Simplify content with clear bullet points.
- If you’re selling a book, or giving away an e-book through a form, provide an outline to build trust and show pride in your product.
- Segment by traffic source. Send your SEA, emailing, social, SEO and other traffic to separate landing pages for better message matching and measurability. So you can measure which is the best acquisition channel for you.
- Show a phone number so people know you are real and can interact with you on a personal level.
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6 landing page examples
Evernote Landing Page Example
What they did well:
- A clear and precise H1, with a superb promise of sale.
- A very short form and even the possibility of signing up even more easily with Google.
- A human and simplistic design.
What could have been improved:
- More explanations about the product.
Snapchat landing page
What they did well:
- Embed a video
- Explain exactly what you’re getting above the waterline.
- Use animated graphics to illustrate functionality.
- Displays customer logos to incorporate social proof.
What could have been improved:
- A little bit too long
- Remove the footer to prevent visitors from going to other pages.
Code Academy Landing Page Example
What they did well:
- The page above the fold is simple and clear, with no possibility of leaving, a clear title, a relevant image and a form with a bright red CTA.
- They also have the option of logging in with Facebook or Google+, which lowers the barrier to conversion.
- Below the waterline, they waste no time taking care of what’s in it for you. The question “How can coding help you?” is answered with a video from a real student who has had great success with their program.
Landing page of Meet Edgar
What they did well:
- A fantastic title. MeetEdgar knows their customers well and understands that people are skeptical about social media ROI. It answers their objections and describes their problem with a single title.
- Super purchase promise “Saving time is a great advantage that everyone likes.
- The red CTA stands out well against the blue background.
What could have been improved:
- It should A/B test a different wording on the CTA because it is not directly obvious that ‘See How it works’ will lead to the creation of an account.
Hubspot landing page
What they did well:
- Short paragraphs and bullet point content make the page easier to read.
- The color of the CTA grabs the prospect’s attention.
- Multiple CTAs with the same goal to convince prospects to convert.
- The image serves as a visual representation of the offer, showing visitors what they will get after conversion.
What could have been improved:
- The “Continue” CTA is not very convincing.
Landing page of Louder Outline
What they did well:
- Excellent value proposition. Instead of giving away an ebook like everyone else in the industry, Louder Online offers a free review tool.
- Big blue buttons clearly indicate what the agency offers.
- The title clearly conveys the benefit.
- Huge brand names help provide social proof.
What could have been improved:
- In the caption, instead of talking about themselves, they could test a caption that talks about customers or benefits directly.
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The importance of AB testing in creating a landing page
It is very fundamental to do AB testing when creating a landing page. It’s a method that compares two different versions of a page and determine which works best in terms of performance (conversion rate, time on page, bounce rate, etc.)
When you create a landing page, you can test the call-to-action buttons, forms, colors, and overall page layout.
A/B testing allows you to make decisions based on data rather than guesswork or personal opinions. In summary, A/B testing is essential to optimize your landing page and maximize your chances of conversion.
How to create a landing page easily?
Are you now convinced of the effectiveness of a landing page and like the examples you have just seen? Whether you have a showcase site, e-commerce site or even a blog, know that the landing page is suitable.
You feel ready to take the plunge and build your own landing page?
Let’s look together at the possibilities of creating a landing page.
To do this, there are many possibilities on the market.
Indeed, there are many landing page builder which allow you to simply create, without drag-and-drop coding, landing pages. To only cite a few :
- Instagram Page
- Unbounce
- WebFlow
- Wix
- WordPress
- hubspot
- mailchimp
- CrazyEgg
For almost all tools, the principle is simple.
You can import a template in HTML, start from a proposed landing page template or build it from scratch by drag-and-drop.