What is a landing page? A landing page is a strategy standalone page brand’s offering, designed to increase conversions. The focus of a landing page is for a single product or promotion offerings. The singular and more focused purpose is to lead visitors to a specific page of interest to encourage them to take the desired action of conversion.
Click-Through, Lead Capture, and Viral landing page are three of the highest converting landing pages strategies that are implemented typically within marketing business strategies.
The Click-Through landing page is one of the most basic forms of lading page use within online marketing strategies. The only purpose of the landing page is to provide persuasive detailed information about a product, service, or offer to convince the audience to enter the conversion funnel. The page strategy is to increase Click-Throughs and guide the targeted audience to designated pages where they will complete transaction details. See the image example below from the stat counter website.
Lead Capture landing page – The marketing goal strategy of the page is to collect visitor’s data and create a list of prospects for the marketing and sales departments. The data will later help the company to generate accounts/sales or continuously re-market visitors with new product offerings. The best practice for a lead capture landing page is to avoid having any exit links from the page to eliminate distractions and maintain focus on the product offering of the page. The page only links should be the CTA (call to action) button for the submission of visitor’s information. See the image example below from the SalesForce website.
The Viral landing page is the online word to mouth marketing to promote a brand. The strategy of the page is to get visitors to subscribe via email. At the same time, asking visitors to spread the word with their peers, friends, and families about what they have found via email or social media accounts (Facebook, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, or TikTok) via sharing incentives. For example, you give your visitors a costume link where if they shared it and their peers, friends, or families register, they get a free marketing item or a percentage discount for a product as a reward. The best practice for the strategy is to keep the audience engage with constant offers/incentives. See the image example below from the Shutterfly website.
An ideal landing page should cater to all the needs and demands of the targeted audience and business objectives to significantly contribute to revenue gains, achieve business goals, and serve as an aide to conversion rate optimization(CRO). Functional, Easy accessible, usability, intuitive, and persuasive are the five foundation strategy recipe for success.
Every element within your landing page are important and should be carefully craft. The design of your landing page should have a straight-forward catchy Headline, Sub-headline, Body Text, Attractive/Relevant Visuals, Above the fold layout format, and a persuasive Call-to-Action. Also consider using forms, social testimonials, live chat, Trust Badges, and beautiful branded colors with good contrast.
Landing pages must also go along with coordinated display banners, social media, email, Pay-per-Click advertising creatives assets for a successful marketing campaign push. Display banners, social media, email, and pay-per-click advertising creatives assets will be elaborate on separate corresponding posts.
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