Landing Page: A Road to Sales (Part 1)
The technological evolution that continues its unstoppable march across the whole contemporary world has made a complete alteration in all integral areas of business, and not a single one of them has gone through more changes than the realm advertisement. Nowadays, even a big fancy sign above the entrance to your store and an eloquent ad in the newspaper will be insufficient to raise your sales margin even by a fraction. This is explained by the fact that everyone has emigrated to the Internet; no one is reading newspapers anymore, the cold calls are more likely to annoy the potential customers than kindle their interest in the product. The buyers usually can’t take the eyes off their smartphone screens to look around and notice a shop sign or even a huge billboard.
The entrepreneurs were forced to think of other ways to attract customers’ attention. But, frankly speaking, they had no other choice but to try and reach out to them through the Internet. That is how the online marketing was born, a repertoire of knowledge which can take a company to the heights of success or turn it into shambles if applied improperly or at the wrong time.
In this blog post, we would like to take you through all details of such an important marketing phenomenon as a landing page. The necessity for such explanation arose from the fact that not all online entrepreneurs have a complete understanding of the importance of landing page and how it’s different from an ordinary home page or a one-page website. In addition, we will acquaint you with some of the best landing pages of 2017 in terms of design and effectiveness, so you could be privy to the latest developments and trends in this particular realm of online marketing.
The definition and the distinctive features of the landing page
The landing page is a website that is comprised of only one page, though it differs from a standard one-page website primarily in the fact that it always contains an appeal for spending money, or as marketers call it, a “call to action”. An advertising campaign with a strong and clear message that should become viral in a short period requires a landing page. When a company wants to attract potential customers or to forge the loyalty of the exciting customer group by putting up a special discount offer or by promoting a new product, it would also need the landing pages designed specifically for such purposes. Basically, the landing page is meant for advertising a specific product or service and giving a customer an incentive to make an instant purchase. It is an autonomous Internet page that can be promoted via banner advertising, affiliate marketing, or search engine optimization.
The main difference between the landing page and the conventional web pages lies in the fact that the landing pages are designed to persuade user to make a specific, or targeted, action, whilst other websites are multifunctional: they not only acquaint users with the product but also familiarize them with the history of the company and its employees, provide cross references to other products and companies, contact information, introduce a blog and so on. The landing page, on the other hand, keeps visitor’s focus on one particular message or action; that’s what makes it so effective and popular among marketing specialists.
The landing page can be compared to a business springboard, the primary goal of which is to take your sales to the new heights, not to disperse the customer’s attention with additional information. Let’s summarize the information regarding landing pages:
- From the technical standpoint, the landing page is similar to any other website. It contains HTML, text, pictures and other elements.
- From the business point of view, it is a web page that serves as an incentive for a customer to commit a necessary action, like making a purchase or signing up for updates.
- From user’s perspective, it is an attractive-looking page where he or she gets transferred after making a click on a banner or a corresponding link.
The landing pages contain several key elements, the most important of which is the so-called “call-to-action” (CTA). It can be embodied in a special button which contains the action-inducting phrase, for example, “Press here to buy”, “Click here to download”, or “Buy it now”. This laconic message is of vital importance for the entire landing page. A pertinent combination of words can significantly increase the conversion rate of the landing page, while a poor choice of words or a bleak design of the CTA button can serve as a turn-off for the customer.
There is also a secondary call to action which can be employed when complex products, such as software, web applications, are being promoted via the landing page. The prolonged and detailed explanation of product’s characteristics and capabilities could be tiresome for the user who is not very technology-savvy or who’s just interested in certain features of the product. In this case, the implementation of several CTA-button is more than justifiable.
Unique selling point or unique selling proposition is the most distinguishable characteristic of your brand or of your product. In other words, the thing that sets you apart from the competition. From the customer’s viewpoint, it’s the formulation of the exact reason why he or she should choose your product or service before anything else. The unique selling point has to be integrated into the slogan or in the description and be as visible and comprehensive as the call-to-action button.
Types of landing pages
Lead-generation landing page
This type of landing page is often used to collect users’ personal information, such as the name, telephone number, email address or physical address. The main purpose of this page is to collect enough data to compose an active client base with the perspective of turning those who provided the information into the company’s target audience.
The lead generating pages usually contain the fill-out form which can be accessed after the user presses the CTA-button which says something like, “Sign up for a newsletter” or “Join the mailing list”. Here is what the typical lead-generation landing page looks like.
It is quite obvious that this type of landing page is designated to either convince the user to make an instant purchase or to go to the corresponding section on company’s website where the user can buy a product or a service. These landing pages mainly help to create the purchase funnel and to warm-up the user to the point where he or she is prepared to buy.
They mostly contain the description of the product and its advantages without any fill-out forms or any other information-gathering tools. The CTA-button is used to redirect the user to company’s home page or catalog. This is the example of a great click-through landing page.
Such type of landing page is used for the direct sale of products or services. It contains a very detailed description of the product as well as a well-crafted incentive to action and the actual price. The CTA-button usually redirects the customer to the page where the user fills out the form and specifies the method of payment.
The main mission of this landing page is to instantly ignite customer’s interest towards the product, convince him or her that this product is absolutely essential or that the customer will get the best deal, money-wise.
The most colorful and product-oriented type of landing page. Unlike previously described landings, the splash page doesn’t put emphasis on gathering user data or making sales. The splash page is all about the product, its incredible appearance, unparalleled advantages and overall usefulness to the potential customer. The call to action here is not focused on buying or registering, but rather on discovering the product and making it memorable. Even if the customer leaves the landing page without buying anything or leaving any information, he or she will surely have a positive impression of the product which may converse into the purchase in the future. A nice example of a splash landing page.
The prime objective of such landing pages is to gather an actual user data, mainly email addresses, in order to extend the company’s mailing list. This page is called a “squeeze” one because it usually lacks some core elements of the standard landing page, such as a detailed product description or a direct call-to-action.