When it comes to online advertising, there are many ways to reach new and existing customers for new product or service offerings. One approach is to create a landing page that emphasizes a unique or significant product launch. According to Forbes and Wordstream, the right type of landing page can increase leads by as much as 220 percent more compared to above-the-fold calls to action. Since this type of marketing is so effective, what are some attributes of an effective landing page?
Why the Need for Landing Pages
Landing pages are not used for every product – only unique product launches. This is because setting up landing pages is laborious, requiring a unique set of colors, customized content, and special offers. There’s also the additional coordinating of details to ensure the unique website is built correctly and that it’s explained to visitors.
Understanding a Landing Page
Simply defined, a landing page is similar to a website, but it stands by itself to focus on a sole product or service. Some landing pages feature an e-book, whitepaper, webinar or video that describes the product more in depth. This is combined with fields to capture a customer's contact information to help sales staff follow up with visitors to develop them into a new customer.
Additional parts of an effective landing page may include an intriguing headline, a short description of the product or service offered, and brief customer testimonials. Prompting viewers to inquire or purchase the product or service with a limited time offer or quantity available also can be very helpful.
Encouraging a Desire to Sign Up
When it comes to getting more visitors to sign up on a landing page, people often are turned off by lengthy sign-up forms that ask numerous questions in exchange for an e-book that they won't read. A more effective way to get sign-ups is to enable visitors to enroll through their existing Facebook or Twitter account. By facilitating registration this way, businesses have a prime opportunity to ask visitors to follow them on social media, establishing an online link with new customers. A business can then develop and build a relationship with visitors by giving them helpful information via social media posts and tweets. For example, an accounting firm may offer tax preparation tips.
Making it Mobile Friendly
Another detail to consider when designing a landing page is how it's structured and how it will be viewed. Fonts should be easy to read and specific words and phrases clickable. Note that according to Google, 53 percent of visitors leave if a mobile website takes more than three seconds to load. You should also consider including images that are professional looking, but not so large that they make website slow to load.
According to Forbes magazine via HubSpot, there's an 80 percent increase in customer-to-sales conversions when video is used on a landing page, with the same percentage of customers reporting a greater likelihood of remembering the video. Videos also are more likely to be shared with a viewer’s contacts and promote better brand recognition because the information can be both seen and heard, unlike text. Businesses also receive greater search engine optimization in keyword searches when they include a video component on a landing page.