For bloggers and large enterprises, landing pages can be a key part of any online marketing strategy. However, if you are new to online marketing, you may be wondering what a landing page is and why you need it. Below, we’ll focus on what a landing page is and how to use it in the best possible way.
What is a landing page?
According to the definition on Unbounce, “the landing page is an independent webpage dedicated to marketing or promotional activities.” The site emphasizes that the design goal of the landing page is actually very simple, that is, triggering a behavioral call, abbreviated as CTA.
In fact, the landing page is used at various stages in the in-store marketing cycle. From attracting targeted market users to your brand to turning potential audiences into paying customers, landing pages can help you achieve your goals at every stage of the payment process.
Landing page not included?
To further understand the meaning of the landing page and the benefits it brings, you should first understand what is not the scope of the landing page.
Many merchants usually map the homepage and pages of the website to the scope of the landing page according to the nature and purpose of the page. For example, in the traditional concept, the merchant does not set a separate behavior call button on the home page of the website. On the contrary, everyone basically thinks that the homepage is mainly used to guide visitors to visit websites or brands, and to show them what they can browse. This can not help but provide visitors with a variety of browsing channels, and does not need to set a specific behavior call button.
Landing page type
Landing pages can help businesses achieve a range of goals. Because the marketing goals are complex, the types of landing pages are different.
Promotional landing page
The promotion landing page converts the site’s target visitors into potential audiences of the business by collecting the user’s personal information, which includes the following aspects:
- company name
- Email address
- telephone number
- work position
- Company Size
- Introduction to social media
- And more information
With the above information, your company can try to turn a potential audience into a paid customer. Typically, such landing pages can be used to create an email subscription form that encourages users to purchase products or increase their sales over time.
Problem solving class landing page
Problem-solving landing pages typically show product discounts, promotions, and offers to encourage the audience to consume immediately. The nature of these landing pages is often very simple and is usually used during the buying cycle.
Instructions for use landing page
Instructions for use landing pages, also known as TV ads or long landing pages, rely heavily on massive content to engage users to take action or move on to the next stage. These landing pages have changed the way they rely on flashy sales of documents or images to engage users, by illuminating the product’s strengths and capabilities, and inspiring users with compelling text, making such landing pages look more like TV commercials.
These landing pages are ideal for activities that require users to provide detailed personal information or make large-scale purchases, such as promotional courses or expensive products or services.
Feature introduction class landing page
Feature-introduction landing pages are typically used in the retail industry to show visitors the full range of information about their products. Many retailers generally simply guide visitors to these regular product pages, while some retailers create special promotion pages that reduce the home page navigation to ensure maximum visitor focus.
Be aware that the purpose of these pages is to sell products directly to target users and to convince them to buy as soon as possible.
Of course, these categories are just a few of them in the form of landing pages. You need to decide which type of landing page to use based on the marketing strategy and overall promotion goals you use.
How to use landing pages
The goal of the merchant is to attract visitors from their landing pages on other Internet sites to their own websites through various marketing strategies. Often, the goals and types of landing pages depend on your marketing goals, such as:
Pay-per-click advertising or PPC means that merchants pay for each click on their ads, usually on top of search engines such as Google and Bing. If your brand or business is preparing to invest in pay-per-click advertising on a search engine or on a related website, you do need to optimize your landing page.
For example, if you’re advertising a PPC for your latest product, this won’t increase the clickthrough rate of your site’s homepage. Instead, you should create a special page (landing page) that will attract users to buy new products immediately.
Similarly, you can invest in pay-per-click advertising on social media channels like Facebook, Instagram and Twitter.
Social media marketing
Landing pages can also be used to target online marketing strategies for social media. Be aware that good e-book promotion can increase the number of audiences accordingly. With original social media tweets, visitors can access relevant landing pages and submit personal information there in exchange for exclusive content.
Social media landing pages can also be added:
- Event information and reservation function
- Email push registration
- Matches and giveaways
As the Content Marketing Association puts it, “Content marketing is essentially a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent content that attracts and maintains a clear audience and ultimately drives profitability. Customer behavior. After understanding this definition, you can use the landing page to post original articles to reach the target market, capture the attention and personal information of potential audiences, and convince them to make purchases in the follow-up process.
For example, in your large-scale content marketing program, your brand can incorporate all of the effective resources in the market. Of course, you definitely want these resources to come in handy. To be able to access these exclusive content, you can ask the user to submit their email address on the landing page form. As a result, you have actually turned visitors into potential customers, and now you can continue to write high-quality article content to drive users to the next step.
Once the visitor’s email address is collected, you can send them relevant content, offers and information via email marketing. However, the landing page is also great for displaying this information. So if you’re ready to send a special offer to your fans, you can use the landing page to send it!
Landing page usage suggestions
To get the most out of your landing page, be sure to follow these tips on the Unbounce and Hubspot websites.
Limit page navigation
Compared to being attracted to other content on the site, I believe you definitely want visitors to pay more attention to those behavior call buttons.
(Except for the use-specific landing page) Again, you definitely want visitors to view your information and take action accordingly. Therefore, remember to delete unnecessary copy, function or design to ensure that the website is clean and simple.
If the visitor is ready to make a purchase, you may be able to give a discount. You should determine the value that the audience pursues and needs, and display it on the landing page.
Test, test, retest
Continuous testing gives you the best direction for your landing page. You can continually optimize your overall promotion strategy by continuously adjusting the position of the consultation form based on the results of the A/B test and finding out which title is more appropriate for the style of the site.
Production site video
Data shows that using video on landing pages will increase conversion rates by 86%.
Highlight behavioral summoning content
While long content pages can increase conversion rates by 220% when used properly, this does not apply to your promotion plan. Therefore, you should always ensure that the Call of Action button appears in the viewer’s field of vision.