What is a Landing Page and what do you need to create yours?

What is a Landing Page and what do you need to create yours?

Creating a landing page is a great way to attract people to get to know your product. Learn now how to create yours!

To make money selling products on the Internet you need, first and foremost, a base of leads that are engaged with your offers.

However, we know that creating this base from scratch, is not the easiest of tasks. To make this process easier, we will show you a tool that has proven quite effective in attracting and capturing new users. We are talking about the landing page!

Keep on reading this post and you’ll learn:

Index
What is a landing page? What are the most important objectives of the landing page? How can a landing page increase the reach of your product? Tools to create a landing page Useful tips when creating a landing page

What is a landing page?

You know when you click a banner or sponsored link and you’re redirected to a page on the product that was being announced?

This page is called “landing page”, literally a page where the visitor lands.

The main problem with this definition is that it assumes that a landing page fulfills a similar role of a website or a sales page. When in truth, a landing page is created for a specific marketing campaign, and it is completely self-sufficient from your other relationship channels.

I’ll give an example, to be clearer.

Suppose you have a company that specializes in consultancy for Human Resources departments. You create a landing page where you offer a free ebook on the best practices in people management, aiming to attract more users to get to know your page or sign up to receive your content.  

Notice that, the material you are offering has no additional cost to your buyer persona and, although this has nothing to do with your main product, it can be acquired separately.

The example I’ve just mentioned illustrates one of the actions for which the landing page can be created. Others are: make a purchase, subscribe to a newsletter, sign a petition or even leave your email address.

Simple layout

Since the landing is created with a specific purpose, it has a simpler navigation menu, composed only of the title (headline), sale offer, form, and Call To Action (CTA), unlike the website that brings together all the information about your business.

The simplicity of navigation is not a random choice. But a way to avoid that the visitor gets distracted from the main action of your page.

an example of a landing page: hotmart club

Example of landing page

What are the main objectives of the landing page

The landing page is typically used in the first step of the sales funnel, when the user is still in the awareness stage, but not necessarily ready to make the purchase.

The role of the landing page is to increase the visibility of your brand on the Internet and attract users to your leads base, so that in the future they get back to hearing about you and your product.

Despite having a general objective in common, landing pages meet specific demands, such as:   

  • Capture users who do not yet know you or your product to communicate with them later: A page which requests the visitor’s contact information in exchange for a content offer, which can be an ebook or an infographic, for example.  
  • To bridge the gap between the user and your product’s checkout page, delivering enough content for her to feel secure to make the purchase: To offer only the necessary information for the visitor to make an informed purchase. Very commonly used by ecommerce and membership programs.
  • Segment your offers: If you sell more than one product, the landing page can be an opportunity to give emphasis to one of your offers and even to make a launch.
  • Direct users who click on your ads: One of the biggest mistakes of the entrepreneurs who decide to advertise on the Internet is directing users to a generic page. The best way to fix this is to create a landing page specifically for your product, so that visitors don’t waste time trying to figure out how they can get your offer.  

How can a landing page increase the reach of your product?

From the moment you convince the visitor to give you her contact information, you can establish a relationship with that user, even if she didn’t make the purchase.  

But it’s not always that you will be able to persuade your visitors to register on your base.

But don’t worry! Visitors who came to the page through your ads, but did not fill out your contact form can still be impacted with remarketing.  

Remarketing is a resource that allows displaying content and ads to anyone who has had contact with your site or campaign, regardless of the time-on-site.  

Using this technique, it is possible to “retrieve” users who have already visited your landing page but that, for some reason, didn’t fill out the form, nor completed the purchase.    

Recently, we’ve written a post here on the blog explaining the blow by blow on Remarketing. I invite you to read it if you want to learn more about the subject.

Tools to create a landing page

To make a landing page, you have three options.

  • You can create your page from scratch;
  • You can pay a professional to design the page for you;
  • And you can use landing page creation tools. (If you have a blog hosted on WordPress, you can also install a plugin on the platform to create your landing page).  

For people who are just starting out working with online sales, our suggestion is to use ready-to-use layouts and customize them according to the preferences of your buyer persona.

In addition to having to make a lower investment, your page will be ready in less time, without the need for technical expertise in coding and design.  

There are several tools available in the market today, to make the creation process of your landing page easier.

Learn about some of them now!

LeadPages

Screenshot of Lead Pages landing page

LeadPages allows the creation and editing of pages without coding. There are several themes and layouts at very attractive prices. In addition to the cost benefit, LeadPages creates pages that adapt well to mobile devices.

HubSpot

Screenshot of Hubspot landing page

The platform has a system to build Landing Pages that can be integrated into your content strategy. In addition to the tool, HubSpot offers extensive educational material for people who have concerns about digital content.

Unbounce

Screenshot of Unbounce landing page

Unbounce provides a wide variety of templates to the user, options to customize them and it also offers the functionality of A/B tests to measure which pages convert more. It is one of the most used Landing Pages services in the world and it is ideal for Producers and Affiliates with higher sales volumes.

OptimizePress

Screenshot of OptmizePress landing page

The main advantage to sign up for OptimizePress is that you pay not just for the Landing Page but for a series of tools for your WordPress website. You create blogs, webinars, members areas and have access to reports on all these pages.

Instapage

Screenshot of Instapages landing page

Similar to Unbounce, Instapage also works with the “click and drag” model, which makes the beginner’s life easier even if she knows little about editing tools.  

The tool has a free version with some limitations and a basic plan for $29/month.

You can also create your landing page by installing the Instapage plugin on WordPress.

Useful tips when creating a landing page

If you followed our advice, you have probably subscribed to a tool to create your landing page. But that doesn’t mean your work is done!

Now is time to customize your page according to the interests of your target audience.

Beyond aesthetic preferences like color, font and images positioning, you will need to think of other elements if you want to create a landing page able to generate more sales. Let’s get to them.  

Copy that drives empathy

The copy may be responsible for up to 70% of your sales, as long as it is used the right way. There are several mental triggers that you can incorporate into your copy to make your page even more attractive and persuasive to the visitor. Scarcity is one of them, which is when you convince your lead that your offer will not be available for long.

But it’s no use employing marketing techniques if the language you use is not able to engage and start a dialogue with who has accessed your page.

Before creating your landing page, think about the problem your audience is facing. And only then think of the best way to present your product/service.  

This exercise will help you to be more assertive in your proposal and deliver relevant content to your visitor.

A catchy headline

On the Internet, 79% of users just scan the text rather than read every word. This statistic reinforces the importance of having an attractive text from start to finish.

The title of the landing page should summarize in a persuasive way what your landing page delivers.

If you start the text with a promise to your visitor, it is more likely she will keep on reading the next few paragraphs to find out what your page is about. This gives you more time to convince her that your product is ideal for her.

Social proof

On our post about Storytelling, we’ve shown, through statistical data, that the individual is influenced by her emotions to make buying decisions.

When we face a situation where we have to choose between two or more options, reading testimonials from people who have used a particular product weigh in on our decision.

Depending on the objective of your page, adding testimonials from satisfied customers helps to become closer to your lead, besides reinforcing your authority in that subject.

Do you want more tips to write a good copy? Visit the post How to make your first sale as an Affiliate.

Functional Images  

The main tip for images on your landing page is: choose small file sizes. Depending on the number of images on your page, choose files that are between 100 and 200 KB (never above 500 KB). This reduces your landing page’s loading size, which is better for user experience.

For heavier files, use image compressors to make the image fit better, as long as it doesn’t undermine image resolution. Low-resolution images are extremely damaging to your page because they have an impact on the understanding of your message.

Your image must be functional, able to convey the purpose of your ad or page, at the same time that it complements your copy.  

Having talked about this tip, it is important to talk about the most appropriate image type. In this case, there is no single right answer, the image will vary according to your persona’s interests. If your target audience is someone who works with arts, for example, your image must have a greater aesthetic appeal than images intended for another audience.

And lastly, your images must be faithful to the product you are advertising. In the market of digital products that means you have to materialize your offer to the user. If the product you are selling is an online course, use the photo of someone reading a tablet or studying while doing something else. This way you make it clear what your product is like and how the user can access it.

Call To Action     

The Call to action (CTA) is one of the most important elements on your landing page. It explains the action you expect your visitor to take: sign up for a newsletter, download an ebook, sign up for a rewards program, watch a video.

Whichever the product you are promoting, the CTA must be strategically placed on the page, so that the user does not have scroll the page to find out what your offer is. The most common mistake new entrepreneurs make is to hide the CTA at the end of the page. Remember we’ve talked about how people don’t read everything? Well, then!

If you place your Call To Action at the end of the text, it is likely that the visitor will leave before she even gets there. Besides the correct positioning, it is also important to invest in the appearance of the CTA button. Colors like orange and yellow stimulate a direct action, for example, while lighter colors can go unnoticed when in contrast with the rest of the page.

In the message, be short and objective, create a hierarchy of well-defined information that doesn’t leave room for your visitor’s objections. Your Call to Action should be seen and taken in in 5 seconds tops!

Simple and objective form

A page that focuses on conversion needs, necessarily, to have a form. Otherwise, how would you obtain your visitor’s information, right?   

It is through it that the user will provide the contact information you need to have a future relationship with her. Because it is the most important element of your landing page, you need to plan it carefully.

Forms with many fields to be filled are seen as bureaucratic, which can discourage the visitor to look for more information about your product.   

At this first moment ask only for basic information such as name, email, profession, and others that help you establish a closer dialogue to your lead.  

Responsive design is mandatory

A page with a responsive design is the one that adapts well to mobile devices like tablets and mobile phones.

Having the present days in mind, in which 51.3% of the global Internet browsing comes from mobile devices, it is virtually impossible to create a successful marketing strategy without having a page that is mobile friendly.

In major ad networks, responsive design is no longer a differential, it is now a requirement: websites that do not adjust to new technologies have their ads reproved and are penalized in the organic search rankings every day.

These two arguments alone would be enough to convince you to create a responsive landing page.

But if you’re still not convinced of the importance of having a landing page optimized for mobile devices, consider the convenience for your audience, who can now access your landing page wherever they are.

When it comes to landing pages, less is more

At the beginning of the post, I showed the differences between a landing page and a website, and the main one is the page framework, which is much simpler.  

Navigation elements such as menus, search bars, and links don’t exist on pages focused on conversion.

But why is that?

If visitors have many choices within your landing, they tend to leave and become further away from your offer.

The golden tip here is: less is more. Always choose a clean menu, so that visitors identify up front what you expect of them.

Optimizing your page is important

If you’ve read our digital entrepreneur’s glossary you know that SEO (Search Engine Optimization) is a set of techniques to improve the positioning of your website/blog on organic (not paid) search results of search engines like Google, Yahoo, and Bing.

With the landing page, this is no different! The more optimized your page is the more chances of it being identified by search engines as a relevant domain to users.

But SEO isn’t only about the number of keywords on your page, it’s also about user experience as a whole: skimmable text, responsive page, and especially the quality of the content.

Currently, Google takes into account more than 200 factors to rank a website. To know which, access the list available here.  

Define you keyword well

Despite not being the only thing responsible for SEO on your pages, it is always important to take keywords into consideration.

Choose terms that are relevant, and compatible with your area of business. This will help you to attract more qualified traffic, since a user who searches for a specific word or term is more likely to buy your product as a solution for something they are looking for. If it’s someone who doesn’t know anything about what you’re offering, the chances are very low.

Of course, you don’t need to repeat the word or term all over the text, which is something that Google penalizes, as it harms user experience. So, try to fit the keyword in strategic locations in your text (such as title, first paragraph, intertitle, and URL) instead of just putting it in every single paragraph, without any coherence with the content.

Put some time and effort into the snippet

You know when you search for something, and a little summary pops up in the results, under the title of the page?

This is the snippet (or meta-description) of the page. It is responsible for presenting your page to users who search for a specific keyword.

Although the snippet is not the main element for a person to click on your landing page, or rank well in search engines, it can be of great help when the user is making the decision to click on your website or not. After all, it is very likely that some people only read the meta-description.

That’s why you have to use your keyword in this small summary and present what your page is offering objectively. Don’t forget to create a snippet that is inviting, so that people will want to click on your landing page.

Share your landing page on social media

Promoting your landing page in every social network is not a factor that will make your page climb up in the search results from engines like Google, Yahoo, and Bing.

However, if you have followers on these social networking sites, it is important to write posts about what your business is doing. More content will bring more visibility, and not everyone who follows you on Instagram or Facebook, for example, know about your blog or landing page.

Even though social media is not where you will talk only about your product, and try to sell it all the time, yes, you can share a sales page.

And don’t forget to add a share button to your landing page. With it, you may reach people who still haven’t heard about your business.

Keep an eye on the conversion rate

The relationship between visitors to your landing page and the number of times they performed the action that you suggested there is called conversion rate.

If 100 people visited your landing page and only 10 performed the action proposed, it means that your landing page has a conversion rate of 10%.

It is important to monitor this number closely because this is the metric that will determine if your landing page is appropriate to your marketing strategy.

Measure to improve

To continuously improve the performance of your page, it is important to understand how each element of your landing page performs separately.   

And the best way to do this is carrying out A/B tests.

But what are A/B tests?

It’s a type of test in which you compare two versions of an ad/page to know which one converts more, that is attracting more leads and generating more sales.

They work like this: you choose an element of the page (CTA, sales video or top image) and create two distinct pages changing these elements.

From the data gathered from Google Analytics, you can identify which version of your page can engage more visitors.  

The version that works better is kept.

It is important that you test one element at a time to be able to isolate a significant sampling.

If you test two or more elements, you won’t be able to identify what draws more attention to your audience.

A simple change in the color of your Call You the Action can already result in a significant improvement of your conversion rate.

Useful tools

To make an even more assertive analysis of the performance of your landing page, you can use Heatmaps, available in platforms such as Hotjar and Crazy Egg.

This tool allows identifying the areas on your landing page where the user stayed the longest, based on the movements of the screen cursor.

Links with more clicks are marked on a color scale, ranging from green and blue (areas with fewer hits) to yellow, orange and red (areas with more hits).

The heat map provides insights on the best area of your landing page to position your contact form.  

Heatmap (source: http://www.ionadas.com/research-google-places-heatmaps/)

As we have been saying throughout this post, creating a landing page is an excellent strategy to show the users what they should do when they get to your website. That’s why you have to put some time and effort into this task.

Remember the tips we have provided here, and come back to this text whenever you have questions. And if you still don’t know where to start, read our post with 10 tools to create your Landing Page from scratch without any programming knowledge.

This text was published in April 2017, and has been updated with more complete and precise information.

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