Essential Factors to Create The Perfect Landing Page. There are a series of technical and behavioral components that must be taken into account when putting together a landing page since it has very well-defined specific objectives in a Digital Marketing strategy.
So what does the perfect landing page look like?
That is the question that we will address in this content, in which we will explain the importance of dedicating time and research to the process of creating a landing page.
We will also raise the elements that should not be missing in a perfect landing page. Come with me!
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- 1 Why a good landing page is essential in Digital Marketing
- 2 Errors that can compromise the good performance of a landing page
- 2.1 Too many questions on the form
- 2.2 Have more than one conversion point or outbound links
- 2.3 Not making a clear offer and hindering the path to conversion
- 2.4 Failing to deliver what was promised
- 2.5 Not having a striking and prominent CTA
- 2.6 Do not optimize the page with SEO practices
- 2.7 Do not disclose the landing page
- 2.8 Not having a responsive design
- 2.9 Do not accompany the results and do not test
- 3 How to create the perfect landing page: Essential Factors
- 3.1 1. Develop the Landing Page according to your Buyer Persona
- 3.2 2. Think according to the stage of the funnel
- 3.3 3. Choose the location to create and publish the Landing Page
- 3.4 4. Create an attractive and direct title
- 3.5 5. Write a clear and simple text
- 3.6 6. Use an obvious and objective CTA (Call to Action)
- 3.7 7. Maintain simplicity in the questions on your form
- 3.8 8. Invest in design strategies
- 3.9 9. Optimize the Landing Page with good SEO practices
- 3.10 10. Bet on visual content
- 3.11 11. Take A / B tests
- 4 How to measure the efficiency of the Landing Page
- 5 Conclusion
Why a good landing page is essential in Digital Marketing
One of the great objectives of a Digital Marketing Strategy is to generate leads, that is, potential customers of your brand who have already shown interest in consuming your product or service.
When indicating their interest, these leads provide personal data such as their emails, telephone numbers or also about the companies they work for, such as the number of employees and the sector of activity.
With all this information, the Marketing and Sales teams of your business can start a relationship with the lead so that, one day, they become a customer.
Thus, in the digital world, the most effective way to convert a visitor into a lead is through a landing page, which are pages responsible for asking questions and requesting information through a form.
In exchange for such data, the page offers some rich material (such as an e-book or a webinar) that can generate a lot of value for the user.
For this reason, in a Digital Marketing strategy, a Landing Page is the gateway for people who, in some way, are interested in your content, products or services.
Get a better understanding of why landing pages are Digital Marketing resources that can bring you good results!
Generate leads and new opportunities
A Landing Page is one of the main ways in the online world for a visitor to complete a conversion and become a lead for your company.
Generating leads the first step to success with an Inbound Marketing system.
This Digital Marketing strategy, also known as Attraction Marketing, is based on the objective of directing people’s attention to a company and its brand.
Of course, with Landing Pages it is easier to attract and conquer new people for your audience, changing them into contacts for your business.
Those contacts are very valuable once they have already shown interest in any offer from your company, such as materials or services.
With a good landing page, you can:
- communicate to the visitor what are the issues you address on your blog,
- generate interest in your products or services,
- offer rich material, like an ebook,
- and even make a sale.
In any case, all these strategies allow you to create new business and relationship opportunities for your company.
Get information about visitors
When a person accesses a Landing Page because they want to have access to an offer, their action must be to fill out the form.
In it, you have to put questions whose answers will be important so that the company can correctly continue with the nutrition , the relationship, and the sale for the lead.
With this you will have information about the leads, whether they are new or contacts that they have previously converted.
Therefore, you will have data on new leads and on contacts that have previously been converted to another page or conversion point .
To view it, we will use a real estate agency in Guadalajara, Mexico. Let’s assume that the company is offering an ebook on “Buying or renting a property: what is the best option?”.
When making the form on the Landing Page, you will have to choose the questions about information you want to know about the visitor:
- the neighborhood where you live,
- if you own an imóvel or not.
From that, when the contact completes the form and passes their personal data, the real estate agent will know not only the contact’s email, but also other important aspects for the business, such as the neighborhood where he lives.
With new data from your visitors and contacts, it is possible to have a much more precise and harmonized Digital Marketing strategy with the public with which your company is related.
Segment contacts and have personalized strategies
Now that you have more information about your users, you can segment them into groups according to their characteristics.
In this way, the strategies can be customized for each type of lead.
Let’s think about the example of the Guadalajara real estate agency. With lead responses about the region they live in, you can segment them by neighborhood.
Thus, you can send emails with content, offers, and news according to the places they frequent.
Well, the chances of hooking the lead in the right way will be greater.
Create and segment offers
Another benefit of Landing Pages for your Digital Marketing strategy is being able to make different offer locations, either for your products or services.
Making these segmentations is very important for the user experience , facilitating the visitor to find what they are looking for and, consequently, directly finding the pain point of that user.
In the example of the real estate company, the company could create a Landing Pages strategy according to the interest of each user, with different pages for people who want to buy or rent a property.
These Landing Pages can be built in different ways and in accordance with the desire of the visitor or with the type of offer so that the user finds exactly what they are looking for.
Start a relationship with contacts
After the lead conversion, you will have access to his email and other data, allowing you to contact him and start a closer relationship.
That is a very common strategy when messages are sent to contacts in order to nurture and communicate.
Also, with a conversion per landing page, it is possible to automate emails in your Marketing Automation tool , known as nutrition flow.
Now that we clarify more how essential Landing pages are for a Digital Marketing strategy, keep reading the article to learn the next steps.
Errors that can compromise the good performance of a landing page
With an optimized landing page, the chances of attracting more leads, convincing them of your offer and converting them are greater.
For this reason, it is important that you take care when creating a landing page because you will avoid errors that can compromise the good performance of the page.
Below you will know the main errors that should be avoided, why they happen, and what negative effects they cause.
Too many questions on the form
One of the biggest mistakes that can compromise the good performance of your landing page is having a form with any questions.
When creating it, it’s important that you think about what stage of the conversion funnel your offer is at.
This is very important because your offer works as a currency, which you can use to obtain information from a visitor.
So, the closer to the bottom of the funnel your offer is , that is, the more value it generates for the lead, the more data you can request.
On the other hand, when you ask too many questions in the form of your landing page and your offer does not generate as much value for the visitor, it will not convert.
In addition, it is also very important to think that, regardless of the stage of the funnel, a form with many questions scares any visitor and prevents him from making the conversion we so desire.
For a Landing Page to have good results it is essential that it is totally focused on converting the offer you are making.
So having more than one conversion point can confuse the visitor as to what the value of what is being offered is, and also where it should become.
Another problem that confuses the conversion is having links that remove the visitor from the landing page. Then you will leave the page and not fill out the form.
Not making a clear offer and hindering the path to conversion
As we have seen, the main objective of a landing page is conversion.
One of the most common mistakes is not proposing a clear offer for the visitor that is on your page, without explaining the benefits that it will obtain and attacking the user’s pain.
Also, another big problem is not having a clear path for the conversion that you can do, causing a difficulty for the user to transmit their information and have access to the offer they received.
Failing to deliver what was promised
False promises and not fulfilling what the visitor expects can compromise not only the good result of your landing page but also your entire Digital Marketing strategy.
So, be true with what you deliver, when describing the offer. Explain to the lead what you will find after the conversion is complete.
Depending on the offer, it is also important to clarify what its format is. For example, if it is more valuable content, explain if it is an ebook, an infographic, or a checklist.
Not having a striking and prominent CTA
A CTA (Call to Action or Call to Action) is a point that will call the visitor to answer the form within your landing page, as well as stimulate them to take the desired action.
So without a standout, non-eye-catching CTA, you won’t draw the attention of that future lead.
Another important point of a CTA is that it works as a confirmation button that the user has answered the form and that they had access to the offer. If you are not highlighted, he will not know where you can send your information.
Do not optimize the page with SEO practices
Although the main objective of a landing page is not to appear in the top positions of search engines , SEO practices will be essential to generate more leads through the organic search channel.
Like any page, it is essential that good SEO practices are applied, such as choosing a keyword and making a meta description.
Without these factors, the chances of attracting qualified traffic will be less and, consequently, the conversion of these visitors into leads will be affected.
Do not disclose the landing page
A well-structured landing page will be essential to convert visitors into leads.
However, first, you need to get visitors to reach the page. For this, it is key that you disclose your page.
Without dissemination actions, visitors will never reach your landing page, therefore, they will never become leads.
Not having a responsive design
Today there are several devices that allow access to the Internet. Every day, it is easier and more common to use cell phones and tablets to access sites and blogs.
Not having a responsive design prevents your landing page from being viewed correctly on different devices, such as mobiles.
In addition to being a poor SEO practice, without responsive design a visitor may have difficulty reading the written text, may not see the images, and may not find important points such as the form.
Do not accompany the results and do not test
Another big mistake that you can make after the landing page is done is not accompanying the results and not testing.
In any Digital Marketing strategy, it is important that you are always attentive to the results metrics of the actions you take. For landing pages, the same applies.
Also, as a Landing Page is a page that seeks to attract conversions, not testing will not help you know what really works and what does not drive conversions for your page.
Now that you know the main mistakes that can compromise the good performance of a landing page, the time has come to create a perfect landing page. Let’s go?
How to create the perfect landing page: Essential Factors
If you want to have good results with your Landing Page, that is, to have high conversion rates of your visitors into leads, it is important to create it according to best practices.
Of course there are practices that will vary according to the objective. However, there are factors common to all strategies and that will help the results of all types of Landing Pages.
Therefore, we are going to teach you 11 factors that are essential to create a perfect landing. Join us!
1. Develop the Landing Page according to your Buyer Persona
As well as your content, the Landing Pages must also be consistent with what your Buyer Persona is looking for and with the stage of the sales funnel in which that future lead is.
Thinking of your ideal client when creating the Landing Page, you will understand which of their pain points the offer will solve, highlighting it and using it as a persuasion resource for conversion.
By creating a page that takes into account the interests and objectives of your person, you will be more accurate and, consequently, increase your chances of conversion.
Also, by concentrating on your Buyer Persona, you will define:
- what kind of language to use;
- what other content can be inserted, such as testimonials and videos;
- the images and the design of the landing page.
2. Think according to the stage of the funnel
To know what stage of the funnel your Landing Page is in, you only have to consider the stage of the funnel your offer is in and with which stage of the client’s journey the landing page is compatible.
For example, a landing page that encourages you to speak to the sales force has an offer from the bottom of the funnel but that focuses on a visitor who is more advanced in the day.
Meanwhile, an attraction ebook is a top-of-the-funnel offer and still focuses on a visitor who is at the start of the day. In this way, the landing page is also at the top.
With these data, you will know what information you should have on the page to attack the visitor’s pain according to the phase that is in the funnel.
At the bottom of the funnel you can talk about your company, product or service.
Already at the top, you will have to be more didactic so that the visitor recognizes your problem and performs the conversion.
Also, thinking about the funnel stage will help you define the fields on the landing page form. The closer to the bottom of the funnel, the more questions, even personal, can be asked.
3. Choose the location to create and publish the Landing Page
Choosing the location of your landing page is an essential factor to prepare you for the creation process, knowing what are the elements available in the tools, being aware of the necessary prior knowledge, be it of code or platform, and planning efforts and all the stages of the process.
Currently, automation tools allow you to create a landing page without having to know codes. They also allow you to use common visuals and graphics on a page, customizing them however you like.
Also, although there are different types, it is common that the tools already provide Landing Pages templates that can help you at the time of creation.
Another possibility is to develop a page through codes, building each element you want from scratch. That way, you can create your landing page on a page on your own website.
That choice will be in accordance with the objectives for the Landing Page, with the final result you want from this page and related to the resources you have available.
4. Create an attractive and direct title
When the visitor access your landing page, the first thing they will see is the title. Therefore, in order for your page to attract his attention and awaken his desire for the offer, you have to create an attractive and direct title .
Also, the title of a Landing Page is a short text found at the top of the page, and many visitors only read this part.
The first tip to create a good headline is to be direct and show the value of your offer. Therefore, always think about what you want the visitor to understand and do it objectively.
As the title is a shorter text, it shows confidence about what you are talking about. Be persuasive and do not confuse the visitor about the offer you offer.
Another very important practice that will help you create a good title is to establish a sense of urgency and stimulate the curiosity of the visitor.
For this, use expressions such as “only today” and “don’t waste any more time” in your title, and phrases that will encourage your visitor to want to access your offer.
5. Write a clear and simple text
The text of your Landing Page will appear throughout the page, better explaining the offer you make to the visitor, showing them the value of the material or the action you propose, and convincing them to complete the stage you want.
It is important that there is not an excess of information in that text. Its main objectives are:
- clearly report what this landing page is about,
- explain what is being offered,
- announce what the visitor will get when accessing this offer and what steps must be followed within the page.
Briefly, you should write down the benefits they offer will bring to that future lead and how it will resolve their pain.
In addition, it strengthens what will be found after the conversion, so that the user does not have his expectations frustrated.
Copywriting strategies can be used, such as the use of bullet points, pointing out the main benefits in the first part of the page, and writing no more than 3 lines per paragraph.
6. Use an obvious and objective CTA (Call to Action)
Another extremely important point for your landing page is the CTA, as I explained above. CTAs, calls-to-action, are buttons or texts that invite the visitor to do the action you want.
Those calls should be evident on your page!
Your CTA button must contain an accent color and expressive size, and as opposed to the rest of the page.
Just in case the CTA is a word or a term, these should be in bold and in a different color from the rest of the text.
For all types of call-to-action, it is important that the phrase is imperative, reinforcing the call to action, as well as showing what action the visitor is taking.
Another tip is not to exaggerate the size of the text so as not to confuse the visitor about what to do, nor visibly dirty the landing page.
Check out some examples of CTAs you can use:
- “Download the ebook”,
- “Download now”,
- “Schedule your consultation”,
- “Talk to a vendor”,
- and others.
7. Maintain simplicity in the questions on your form
One of the main factors that can make it difficult to convert your visitors to leads is the size and type of question found on the form.
Therefore, to create a perfect landing page you must be very careful with the information you request from the visitor, as well as with the number of questions you put on your form.
To define the number of questions you will ask, it is important to think about what information you really need, and which ones will make the difference when understanding whether the lead has value for your Marketing or Sales team.
For example, for a local B2C (Business-to-consumer) business it is essential to know in which city the lead lives. But it is not so necessary to know what company you work for.
Another factor is understanding the value of your offer, as it works like a currency, which is used to offer users an advantage.
Thus, the more valuable your material and the more value it generates for the visitor, the more personal data you can request.
However, if your offer is not as attractive and original to the visitor, be careful with the amount and type of questions you will ask.
8. Invest in design strategies
By applying design strategies in the right way, it is possible to make your Landing Page design more attractive, improving the user experience and further stimulating conversion.
We will teach you some good design practices to help you create a perfect landing page:
- use a maximum of 3 colors on your entire landing page. For the CTA buttons, it is interesting to put strong colors, such as orange, green, and blue, and colors that stand out from the rest of the page.
- Another clue that can help your visitor do the conversion is to use arrows along the Landing Page to direct him to the form of the action you want him to take.
- In addition, in the written part of the Landing Page, it is possible to use some resources, such as choosing the type and size of the font and highlighting words and terms in bold.
9. Optimize the Landing Page with good SEO practices
As well as your content, the Landing Pages must also be optimized so that search engines evaluate them well and improve their ranking.
For that, when creating a Landing Page, it is important to pay attention to SEO practices and apply them on your page.
They follow some tips that you can keep in mind.
The first good practice is to define the keywords and strategically include them within your landing page.
To choose keywords, think about the content you are presenting, the offer you are making, and what possible search attempt someone would have to find what you have to offer.
Then when you define what those words will be, include them in the following places on your page:
- Title tag,
- Meta Description,
- Header tags,
- Alt Text of the images,
- and in the text used.
The second tip is to customize the landing page URL. When publishing the page, define a URL that is compatible with your offer and, preferably, has the chosen keyword.
It is also very important to ensure a good page load speed. According to a SearchLab study, a 1-second delay in page response can cause a 7% drop in conversions.
To find out the page speed of your landing page, go to Google PageSpeed Insights and see what improvements can be made.
The fourth good SEO practice is to adapt your page for mobile devices. With the increasing use of cell phones to surf the Internet, adapting a single design to various device formats is an essential factor in having a perfect landing page.
Last but not least, it guarantees quality backlinks for your landing page.
In addition to increasing organic traffic to your page, for search engines, backlinks are references that you receive from other domains, and this will help you increase the positioning of your page.
10. Bet on visual content
A perfect landing page must have, beyond the texts, the forms, and the CTA, visual content to help visitors assimilate your offer, and attract them to conversion. Among them, the most used in Landing Pages are images and videos.
The images are very important to capture the attention of the visitor and to help them identify with your product.
Therefore, choose images that connect to your offer and that portray your emotion in an objective way. Also, you can show on your landing page photographs and figures for your product or service.
According to Eyeview, using videos on the Landing Page can increase conversions by 86%.
This is because the videos are easy to consume, they help describe your offer, they deliver a message quickly, they make the information more understandable and they help in the persuasion process.
So, to develop a video for your landing page, choose a good thumbnail, make short videos of no more than 60 seconds, set a single goal, and be specific.
Remember to inform the values of your offer and talk to your Buyer Persona.
11. Take A / B tests
After creating your landing page using the best steps, it’s time to do A / B testing.
The A / B tests aim to understand what factors are helping your page with the conversion process and what factors need to be improved.
For that, you must run one test at a time! Otherwise, by testing different factors, you won’t know exactly which one is working well or not.
To perform the test, choose an element from your Landing Page. It can be the color of the CTA button, the title, a form field, whatever you prefer.
Then, create a new version of the Landing Page and make the desired change to the chosen element. It then accompanies the results of the two versions of the page and analyzes which one brought the most results.
Testing is very important to always evaluate your page and, of course, to make the necessary adaptations to increase the conversion rate.
How to measure the efficiency of the Landing Page
Like any Digital Marketing strategy, measuring the results of the actions taken is essential to understand the positive aspects and find the points to improve. The same thing happens for a landing page.
When measuring the efficiency of your landing page, it is important to look at some metrics. Therefore, we select the main ones and explain why they are so important to the success of your page.
Number of visitors
The number of visitors represents how many people reached the landing page, that is, how many unique visitors accessed and viewed the landing page itself.
This metric is very important to know how the Landing Page is doing because you will only have visitors arriving at your page if you disclose it.
Number of leads
This metric is one of the most followed by Marketing analysts. With it, you will really know how many people have become your Landing Page, who came to fill out the form and leave their information.
The number of leads is essential to know how the conversions are on your page and if this number is aligned with what you and your team have planned.
With the number of visitors and the number of leads, you can reach the conversion rate of your landing page. This metric is calculated by dividing the number of leads and the number of visitors.
The conversion rate is, perhaps, the most important to measure the efficiency of a landing page because, with this information, you will know how many people who came to the page have actually converted.
With this metric you can find out how their conversion strategies are, if you are persuading visitors to have access to your offer if they are leaving their information on the form, that is, concluding the main objective of a landing page.
The rejection rate is the percentage of people who entered your landing page but left without taking any action.
In other words, they came to the page and did not click, or did not fill out the form, or did not play the video, for example.
This is an important metric for you to understand if your Landing Page is confusing, or if it does not deliver what was promised, or if the CTA does not stand out.
The exit rate is very similar to the rejection rate, however, the second one is calculated when there is no visitor interaction with the page, and in the first one, the visitor interacts with the page, but does not convert.
With this metric, you will be able to know if your offer is clear on the Landing Page for the visitor and if it is attractive, and also if it is easy to find the form.
Time spent on the page
This metric is also essential, but it must always be analyzed along with other factors. Too much or too little time on a page does not indicate whether it is good or bad. When tracking this metric, you should think about the type of page you are analyzing.
For example, in a Landing Page that explains everything about your product and where there is a lot of information, longer page time is expected. Already an offer landing page for a top funnel ebook, shorter page time is expected.
Thus, the time spent on the page is important to understand how your visitor behaves and if the time spent on the landing page is consistent with your structure and offer.
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The creation and use of landing pages are fundamental to your Digital Marketing strategy. Especially when we are looking to increase our conversion rates and the number of leads.
In this text, we have learned how a good landing page can bring incredible results to Marketing and what mistakes should be avoided when creating this page.
In addition, we have also seen 11 factors that are essential and that will help you create a perfect landing page.
Finally, so that you can track the results of your page and measure its efficiency, we have presented the main metrics for the success of your landing page.