Landing pages refine your traffic to quality traffic. Landing pages are an essential part of user journey for your prospects.  Be it Google ads, Facebook ads, affiliates ads, native ads, banner ads or any other traffic, the landing pages helps you improve conversion rates, convinces the user, flaunts the lead magnet and captures the lead information.

What is landing page

It does require cost and time to build them but it is absolutely worth it. How to make one or which one to make depends a lot on your requirements. Lets discuss these in details below.

Landing Pages Vs Web Pages: What’s the Difference?

Unlike landing pages, Websites provide all options on the various products and services.  Since websites provides information on all services, it can become confusing for the user who is interested in one some particular service. Websites do not aggressively promote all/some/specific product or services but a landing page does.

An ideal landing page should give only two options either register for the services (or the prime goal of the page) or close the page. Hence there should be no outbound links for digression, no distractions.

How to create a landing page?

  • Custom Coded (HTML, CSS, JS) – These are more secure pages but it is a time taking process. You will require a web developer for this. Also it needs more time, because of which it is generally avoided by marketers.
  • Landing page tools – eg. Click Funnel, InstaPages, LeadPages, UnBounce etc. – These are easy, drag and drop options, but these are costly tools. These are fast and quick options. Recurring subscription model. Should only be used in case one has many client/ decent revenue to invest in such tools. Generally such tools include funnel making and CRM integration options too.  You will not learn how to make landing pages using this option.
  • WordPress and page builder – Economical, use elementor page builder, Page builder by SiteOrigin etc. Visual composer by site builder. Using only wordPress will not be sufficient; we will need a page builder to build our Landing page. With page builder making a landing page becomes very easy owing to drag & drop and checking the landing page changes as you make the changes.

Types of landing pages

  1. Landing Page for Lead generation
    • Using Lead magnet – Lead magnet is a temptation provided to prospects to provide their contact details. The magnet can be a video, eBook, free consultation, Trial version, Demo access. The lead magnet should be high quality and must add value to the customer.  Also instead of making the user download the lead magnet on the landing page send it to the user’s email inbox; this will help in validating the email ID.
    • Without using lead magnet – These are the landing pages used without any Lead magnet. Generally they collect leads, which enter the marketing funnel. Because there is not value-adding lead magnet in the user flow here, the landing page in itself should be lot more convincing to the user.
  2. Landing Page for selling a product or services – Such pages are used in Ecommerce sector. The user is landed on the particular product page, which contains all the important information about the product. The CTA (Call to action) for such pages is ‘Buy Now’. The user can directly buy the product from the landing page and henceforth the user is delivered the product. It is also a recommended practice to show more product pages to user at the cart page aiming at up selling.

How to eliminate distractions & increase conversions

  • No Header – Do not use your usual website header on the landing page. No traffic should be diverted to home or about us or contact us section from your Landing page.
  • No Footer – Do not use your usual website footer on the landing page.
  • No side bar – Absolutely not required on the landing page.
  • No social media links – Yes, you read it correct. Most of the landing pages include social media credentials but when it comes to actual conversion or selling, it is highly recommended not to put any on the landing page.
  • Use Sticky bar – The sticky bar is fixed on the page, no matter where the user scrolls to. The idea is to make the form accessible to the user as soon as he wants to enter his contact details.
  • Pop up form – Pop up form post scrolling a fixed percentage of the page (eg. 30%) or timed i.e. the form appears after a fixed time duration user has spent on the page.

Also since most of the traffic now comes from mobile, always inspect the mobile page in further details. The landing page should be mobile friendly and responsive. If required you can also customized the mobile landing page for better experience and essentials information.

If you follow all these suggestions for your landing page, you can expect one of the best conversion rates you have enjoyed so far. All the best for that!

Written by – Monish Kumar