What is a Landing Page and How does it work?

What is a Landing Page?

Landing Page is a Single Web Page created specifically for digital marketing campaigns.

What is the Purpose of a Landing Page?

The purpose of a Landing page is to inform the visitors about a product, service, or special offers, and to obtain the contact details of the interested visitors to increase lead conversions.

Today, by virtue of Technology Benefits and the importance of Digital Marketing, finding prospects have become easier, but converting them into customers has become a difficult task due to competition. A Good Landing Page serves the purpose of giving the required information specifically about the subject.

Why do you need a Landing Page?

1.  If you want the audience to know about the running offer and discounts.
2.  If you are focussing on selling a particular product or service.
3.  To launch a new Product.
4.  To gather subscriptions for a particular event.
5.  To increase your database so as to use this for future marketing campaigns.

 
How Do Landing Pages Work?

Landing pages are mainly designed with a single goal, which is known as CTA or Calls to Action Feature.

Landing pages increase the conversion rates of a digital marketing campaign. It also lowers the costs of acquiring the leads.

1.  Including the Call to Action features, allow the people to enquire instantly.
2.  The person is required to fill the CTA form so that it converts visitors into better prospects.
3.  Information from the CTA form will be automatically stored in the database of your software like CRM or ERP.
4.  You can quickly contact the person for notifying them about any future recommendations or updates. 
    

Collected information mainly allows the business to nurture the leads in a much more efficient way easily.

It mostly helps to decide about marketing action by taking appropriate steps.

It facilitates growth hacking by helping experimentation by using innovative digital marketing strategies. Nurtured lead becomes one of the practical methods of acquiring the Marketing Qualified Lead or MQL.

Therefore, it is mainly helpful for moving through a much faster marketing funnel. It also helps to gain a better Return on Investment (ROI) with marketing efforts. This keeps the sale much more increased.

Types of Landing Page

The main purposes of the landing page are to convey the message and serve the purpose of the advertisement or the link. The landing page mainly convinces visitors to convert into potential visitors by taking specific action.

Normally, the page achieves its goal based on the type of landing page and campaign used.

There are mainly 5 types of landing pages:

1. Email List Opt-In Landing Page

It is a Dedicated Landing Pages with a specific and concise message about the benefit of being a subscriber with an easy to fill contact form.

2. New Launch Landing Page

Landing Pages to promote the newly launched products and services informing the audience about the key features in order to convince the audience to submit their interest.

3. Special Offers Landing Page

Landing Page showing the details about a special offer or discount to the audience.

4. Thank You Landing Page

This is a landing page where the audience land upon after submitting their inquiry or taking a subscription or purchasing a product. It includes just a thank you message.

5. Unsubscribe Landing Page

If your subscriber is hitting to unsubscribe, it hurts, but you should say goodbye to them with a small attraction to the other options with your business. Landing Page must be designed to get the reason for unsubscription in order to improve the product and services.

Difference between a Website and a Landing Page

As the importance of a good website for business, a Landing Page is also important to give effective results to your digital marketing efforts. But both serve different purposes.

A Website is a collection of many web pages under a single domain whereas a Landing page is a single page created to drive traffic for a specific marketing campaign.

A website gives information about the whole business whereas a landing page is created for visitors to land on to get the information about a specific product, service, or special and to make them submit their interest for further communication.

A website may contain various functionalities and features but a landing page generally has specific text, images, and a form.

Qualities of a Good Landing Page

Many numbers of tactics are available for designing a landing page to improve the satisfaction of the visitors with lead generation.

Creating the Landing page is not an easy process as it involves various features for increasing its performance. Below are the listed elements that are most important for creating the landing page:

1- Compelling Headline

People first view the headlines of our page for gaining more knowledge about the page. When your headlines capture the attention of the visitor, then it lets them read on the whole page. A good headline is similar to the lighthouse for potential customers to check on the content of the page.

2- Supporting Headline

Expanding the contents with the supporting headline is helpful for the users to read it. You can quickly address why, who, and what the information you display for them.

3- Above-The-Fold Content

“Above the fold” is the online term that marketers often use in the content. Typically, online marketers use it to describe the contents on the top 600 pixels. It is the first thing that the users would see on the page, which is set above content. The main goal of this strategy is to draw potential customers into the content.

 

4- Benefit Summary

The benefit summary is important that attracts the people into the landing page from above-the-fold content. The benefit summary is considered as the most elevator pitch to give proper information to the viewers. Add a short and simple point to provide more details.

5- Call to Action (CTA)

Placing the call-to-action (CTA) lets the visitors on the landing page to enable in the section. Decide what you want people to access on the landing page then create the CTA. 

Conclusion

To conclude, a good landing page target a specific audience as per the purpose of the marketing campaign. So it is a must to create an impressive landing page when you are running an online marketing campaign that is focused on one action.