What is landing page?

Landing page, or „landing page,” is a standalone website where potential customers can go when they click on your ad. The page is most often designed to collect customer contact information. This can occur on an exchange basis, e.g., a user leaves an email and phone number in exchange for some value (lead magnet – e.g., an e-book, how-to, etc.), or to contact them.

Landing pages differ from regular web pages in that they are not located in a part of the site that can be accessed organically. They are usually created for a specific purpose, so they are only reached by audiences from a specific target group, such as paid campaigns.

Landing pages are not a part of the website.

Landing page is a tool that works best if you have a specific, short-term goal. This could be, for example, if you want to acquire leads for your business. Since landing pages are designed for a specific target audience, they give you a simple way to convert visitors into customers. You can read more about lead generation in the article titled. „How to get valuable contacts for your business?„

How to design a good landing page?

The goal of a landing page is to convert visitors, so it should be tailored to allow visitors to fulfill just that goal. The effectiveness of a landing page can be encapsulated in three main aspects: content, CTAs, simplicity.

Content – The content of the landing page should match what the viewer saw in the ad.  This will keep your visitors interested and ensure the continuity of the user experience from the first click to the transaction.

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CTA (call to action) – call to action is a strategy for attracting users’ attention and encouraging them to perform a desired action – fill out a form, make a purchase, sign up for a newsletter, etc. A CTA usually takes the form of a short, catchy sentence placed on a graphic, a button or a pop-up window on a website. Ideally, it should call the user to an action you care about. If it is a form submission, the CTA should read „submit form!”

Simplicity – the page should allow the recipient to perform the action we want in the simplest way possible. If the action you want to generate, for example, is to leave contact information, the user should be able to leave that information right at the beginning of the page. By doing so, you will increase the likelihood that even a low-engagement audience will reach the right place. Also, on the landing page, don’t include distractors or linking to other sections of the site. If the recipient goes to another section, they will most likely not return to the landing page again.

What to look for when designing a landing page?

Typically, a landing page with a high conversion rate encourages users to take only one action, such as filling out a registration form on the site. The more options you give your audience, the harder it is for them to decide and act. 

The landing page should have a clear visual hierarchy and value proposition and be tested for conversions. You can do this with a test group or A/B testing after the campaign has already been launched. 

Clickthrough landing pages

Clickthrough landing pages are a type of LP often used by e-commerce and SaaS (software as a service – software as a service) marketers. Such pages lead directly to sales or subscriptions. They usually have a simple button as a call to action that takes the visitor to make a payment (such as an app store) or brings them closer to completing the transaction.

Clickthrough sites can take many forms, for example:

E-commerce: by devoting an entire page to showcasing features, benefits and product visuals, you can bring the user closer to a purchase decision.

Registration: encourage users to take the first step on the purchase path by signing up for a free trial or subscription to your service.

Sales landing pages: aim to get people to make a purchase, answering precise questions and highlighting key benefits to get them to convert.

Also read the article titled „What type of campaign to choose for your brand.” You will learn from it how to generate quality traffic that will go to your landing page.

There are many ways to build good LPs. Their effectiveness depends on various factors, which should be taken into account while you are still planning your activities. If you want to be sure that your activities will bring the expected results, use the services of Digital Agency The agency primarily deals with the planning and implementation of online marketing activities. These can consist of brand building, search engine advertising, public relations, creating marketing communications, optimizing online campaigns or data analytics. The marketing department will help you with the project, recommend sections on the site and make any changes.