How to optimize your landing page?

 The landing page, or landing page, is often used to implement a marketing campaign on a new product or service.

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The landing page thus increases your number of qualified leads. Nevertheless, to obtain good conversion rates, it will be necessary to go through a few steps.

What is a landing page?

The landing page is given many names such as:

  • landing page,
  • landing page,
  • squeezepage,
  • or landing page.

But concretely, what is a landing page?

This is a web page separate from your website, created as part of an advertising or marketing campaign.

It is thus, in general, "isolated" from the rest of the website and does not appear in the navigation menu. The prospect lands on this page after clicking on: a call to action button, a Google Ads ad, or a Facebook ad...

For example, below, some realizations of landing pages:

  • A thank you page
  • A subscription to the newsletter
  • A site page under construction

The purpose of a landing page is to encourage the visitor to perform the desired action: fill out the contact form.

For this, offer a free consideration for obtaining the user's contact information such as:

  • an e-book,
  • registration for online training,
  • a trial offered,
  • or downloading your application.

Why create landing pages?

Your website has a mainly informational purpose. The "lead generation" is not its direct role. In any case, it is not made for that.

Indeed, a landing page is designed as a sales page with the establishment of a conversion tunnel. It therefore has a specific role at the heart of your inbound marketing strategy: converting the visitor into a potential customer!

The creation of a landing page allows the collection of contact details of your prospects who are, a priori, interested in your approach (in other words qualified) either for:

  • continue to inform them about your latest content,
  • invite them to buy your product (after a test phase for example),
  • retain him, etc.

How to create an effective landing page?

Most CMS, like WordPress, make it easy to build such web pages.

But to create an effective one, you have to follow a few rules:

  • clean web design. Every element of your design should serve the end purpose. Keep your background image or texture simple so as not to distract the visitor. Colors should be used to emphasize buttons and sections that offer calls to action. Your landing page should also not have a navigation menu, to avoid the user to scatter.

  • your value proposition. It must be clear and appear in the title and subtitle of your landing page. Then add a short sales pitch (the reasons for your approach, storytelling on the creation of your product or service, etc.)

  • reassure the visitor. The idea here is to build your credibility with your prospects. You can, for example, share customer testimonials, display certification badges according to your activity, etc.

  • the call to action. This part aims to offer the visitor attractive content, which he can obtain by filling in his contact information by clicking on a call-to-action button.

  • a brief contact form. This form must be quick to fill out, so as not to discourage your prospect. Their name and email address are usually sufficient. Depending on your needs, add a text box or poll question, etc. Whether directly visible on the landing page, displayed in a pop-up or on a new page, your form should always appear above the fold line of your page so that the user does not don't have to scroll.

You thought you were done with the rules to follow? Well no ! Here are the last three:

  • a thank you page. Once the form has been completed and validated, direct the user to a page to thank him for his interest and tell him where to find his counterparty, your contact email address in the event of a problem and possibly invite him to consult and subscribe to your social networks.

  • Be mobile friendly. Mobile internet is booming. It is now more than half of Internet users who use their smartphone to consult a website. So make sure you have a responsive design.

  • adapt to your audience! If you are in a fairly large market, it is better to target. Do not hesitate to create several campaigns corresponding to each target audience!

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