A landing page is an essential part of a company’s digital marketing strategy. It is the page that users “land” on when clicking a web link.
Landing pages are primarily used for gathering leads. They act as the middleman between the traffic first arriving on the website and the conversion that happens after.
It is important to include a clear call to action (CTA) and to make it stand out from the other elements on the page.
Landing pages are often identified through re-marketing campaigns, as they provide an opportunity to capture visitors who have already interacted with the website in some way.
The best landing pages are designed with user experience in mind and are free of distractions that can take away from the user’s focus.
To maximize conversions, you should use concise copy that summarizes the product or service being offered while highlighting the benefits of the offer.
High-quality graphics that evoke emotion and showcase the product enhance the user experience.
A simple URL structure makes the landing page easy for visitors to take action on and lessens the likelihood of them backing out.
Landing pages should be optimized for desktop and mobile users to encourage visitors to take desired actions.
Carefully placed reviews, testimonials, and social proof can help build trust and increase conversions.
Experimenting with different variables in an A/B testing scenario can help determine which elements work best for a particular landing page.