What is a Landing Page?
In the digital marketing realm, a landing page is a standalone page on your website designed to receive traffic from a specific marketing campaign (PPC/Google AdWords, Facebook, email marketing etc.). Landing pages are designed to actuate visitors to take a specific action (the goal of your campaign), most commonly- fill out a lead form, make a purchase, register or open an account or download an informational guide.
There are two types of landing pages:
- Lead generation
A lead generation landing page collects information including name, address, phone number and email- demographic information that will be used to contact potential leads and encourage them to convert at a later stage (either offline or online). Lead generation landing pages can offer the visitor an incentive for submitting their details, such as a free online resource. Click-through landing pages are best implemented when the user can convert online- such as make an eCommerce purchase, register for an event or register for/open an account.
Here are a few best practices for marketers to include on their landing pages:
- Main Headline
- Call-to-Action (CTA)
- Unique Selling Point
- Reinforcement Statement/ Closing Statement
- Hero Shot (Image)
- Trust elements (Reviews)
- Security elements (SSL, payment systems-when relevant)
- Social Proof
What is a Landing Page Builder?
You can build a landing page with ease – often in a matter of minutes- with a landing page builder. Landing page builders utilize drag-and-drop editors, enabling you to build a landing page without the need for web development/design skills. An exceptional landing page builder will include some (or all) of the below features:
- Intuitive, what-you-see-is-what-you-get drag-and-drop builder
- Professionally designed, modern and responsive templates
- Range of testing tools
- Third party integrations
- Relevant apps
- Customer support via phone, live chat or email
How to Choose a Landing Page Builder?
During the landing page builder selection process, look for landing page builders that include access to:
- Free apps, tools and stock images
- A variety of mobile-optimized templates
- Tracking and CRM tools or integrations
- A/B testing features for optimization
Ultimately, as landing pages are campaign-specific, measurement is a massive component of gauging the success, and the overall ROI of your campaign. Assess the effectiveness of landing pages with conversion metrics- the number of leads captured, purchases/registrations made or increased metrics in traffic. This is why A/B testing is so important. Changing elements on your landing page can have great effects on your conversion rate. Being able to test which changes or elements work best (via an A/B testing tool) will be the key to optimizing your campaigns’ performance – and proof of a great landing page builder.