In creating a synergy between a company and a potential customer, an effective and carefully crafted marketing strategy is required. It is important to note that one of the most essential components of a good marketing strategy is a high-converting landing page. This article would provide you with the required knowledge for creating an efficient landing page, let’s get started!
WHAT EXACTLY IS A LANDING PAGE?
A landing page is a lead magnet, that captures information from potential customers and visitors in the bid of converting these visitors into leads. The information captured enables you to understand the needs of prospective customers, provide their needs, and convert these potential customers into paying customers then subsequently, into returning customers.
It is one thing to create a landing page and another entirely to create a landing page that converts heavily. The first mode of contact between a company and a potential customer is the landing page because It creates a relationship between the customer and the company through the exchange of information.
Therefore, the importance of a carefully and strategically created landing page cannot be overemphasized in website optimization.
The landing page does not only help to capture information from potential clients but also exchanges the information for the desired offer.
The offer in most cases is relevant information about the company or business, as the case may be.
In the process of exchanging information, capturing the attention of prospective customers online can be a prominent challenge, hence, the landing page should be designed in such a way that creates an instant connection and triggers an instant exchange of information between both parties before boredom sets in.
WHY DO I NEED A HIGH-CONVERTING LANDING PAGE?
If you are still a little confused as to the importance of a landing page, here are a few important reasons why you need a good landing page:
PROGRESSIVE PROFILING:
As stated earlier, a highly optimized landing page provides relevant information about visitors every time they visit the website. On the first visit, the information captured would be basic information about the potential customer such as the email address, home address, and name of the visitor.
But upon subsequent visits, other in-depth information would be provided. You can derive information progressively by adjusting the questions in the form whenever the customer visits again. All information received from the visitor allows you to properly understand how to meet their specific demand.
BUILDING SITE SEO:
Creating a high-converting landing page that contains relevant keywords which your target customers can relate to, increases the accessibility of your website.
Customers who access landing pages through search engines are the easiest to convert because they are actively searching for the exact information about their pressing needs. A landing page that is drafted based on specific research keywords is easier to find.
This boosts the credibility of the website, thereby increasing the traffic of leads on your landing page.
HIGH GOOGLE RANKING:
One of the secrets of high-ranking websites on google is the presence of video content on the landing page.
This is because website users visit video-oriented websites more often than text-oriented websites, which indicates that the former offers more value.
There is no doubt that video contents create a more direct impact than text-only content, as a result, a web user would most likely tend to spend more time on video-based landing pages.
A study by Eye View Digital showed that video content can increase conversion by 80 percent, and websites that have been incorporated with videos are 53 times more likely to be ranked highly on google.
INCREASE LEAD FLOW:
As emphasized earlier, the quality of a landing page has a huge impact on the flow of leads. A highly optimized landing page generates more consumer leads and this would in turn inspire the business owner as to what new offers to create.
Not only does a high-converting landing page increase lead flow, but it also allows you to discover and track website users that visit the website most frequently. This would enable you to track the progression of their needs and tailor your offers accordingly.
THE CONVERSION PROCESS
A high-converting landing page processes conversion through images and specific details about the offer and reasons why the offer would be of help to the potential customer.
It is however important to state, that although the landing page is the main component in the process of conversion, it is a three-step process where different components work together to produce relevant results. Without further ado, they are:
THE CALL TO ACTION:
This is an image or text that cues the web user or potential customers to perform a specific action. The purpose of the CTA is to connect the web user to the landing page. Usually, the call to action is located on other websites that promote similar offers.
It is therefore important that the call to action is in synergy with the landing page or any other promotional page, to kick off the conversion process. The call to action serves as a link between the web user and the landing page
THE LANDING PAGE:
This is the most important component of the conversion process. Here, the web user is required to fill out a form that allows him to access his or her offer. As stated earlier, the purpose of the landing page is the exchange of information and the conversion of leads. Once the form has been filled out and information has been exchanged, the user is automatically directed to the “thank you, Page”.
THANK YOU PAGE:
An optimized landing page would immediately direct the web user to the thank you page which contains the download that allows the web user to download the offer requested on the landing page. The thank you page also creates an avenue for further conversion of the visitor.
HOW TO MAKE A LANDING PAGE CONVERT HEAVILY
As emphasized earlier in the article, the primary aim of a landing page is conversion but for a landing page to convert heavily, some factors have to be in place:
MINIMAL NAVIGATION:
as we all know, there are over a thousand and one websites online and it is important to keep visitors engaged.
Creating a huddle-free landing page not only encourages the visitors to stay longer on the website but also speeds up the process of conversion. The process of navigating the landing page should be easy, minimal, and straightforward.
A landing page with too many promotions, side, and top bars would only further distract the visitors from the main task at hand; which is to fill out the landing page form.
One of the main characteristics of a good landing page is that it engages the visitors deeply. This engagement can only be fully achieved when the form is constructed In such a way that propounds direct questions for capturing relevant and important answers. Hence, this would further increase the bounce rate (percentage of total visits) of the website.
BRIEF AND CLEAR HEADLINE:
As you well know, It is a standard procedure that in any form of writing the headline must be brief, concise, and straight to the point; this also applies to writing the headline of a landing page.
The headline should be constructed in a way that simply and completely communicates to the visitor what the website has to offer. A more relatable and comprehensive headline increases the possibility of conversion.
It also ensures that the website is easily accessible to targeted consumers through the search engine.
In a situation where the website offers more than can be contained in a single headline, the primary offer should be constructed as the headline while other secondary offers and subsequent pieces of information about the website can be provided in the subheadings.
ENGAGING IMAGERY:
As discussed earlier in this article, the presence of images on the website is one of the most effective tools for seizing the attention of potential customers. However, it is important that images that truly capture the essence and values of the website are used, so as not to confuse prospective clients. Remember that images stick longer than texts in the human memory by painting literal pictures.
ENGAGING VIDEOS:
Videos, like images, engage and capture the human senses longer than texts. Therefore, if you want your landing page to attract more attention and convert heavily, what better way than to integrate videos and images?
The videos integrated must however portray, the values offered by the website. It must also be simple, brief, and concise so as not to defeat its purpose; which is not to lose the attention of prospective customers before conversion.
HOW DO I PROMOTE MY HIGH-CONVERTING LANDING PAGE?
After carefully curating your landing page, promoting the site would be the next step. It’s all about putting the right finishing touches!
The most recent and effective mode of promotion is through social media platforms. It creates an avenue for millions of social media users to have direct access to your CTAs. Therefore allowing you to reach out to more prospective customers who might be interested in your offer, thereby increasing the block rate of your page. Platforms such as Instagram, Twitter, and Facebook.
Note that, in promoting your offer on social media platforms you can never go wrong because there are over a billion users on the internet every minute and who knows, maybe at least one of them would be interested in your offer.
Secondly, ensure that certain attributes on your landing page such as the CTAs correspond with the purpose of the page itself and this will encourage and lead the user to provide relevant information.
CTAs could also be placed on blogs, websites, mobile, and web applications (such as music apps and lifestyle apps) to lead people to your landing page. Remember to get as creative as possible and do not hold back!
Lastly, Emailing is another amazing way to promote your landing page. Cold emails have a personalized effect on prospective customers who have visited the website, It ensures that they are reminded of your offer.
Sending out bulk promotional emails, also allows you to spread out your marketing net, who knows? you never know what potential customers you might catch.
IN SUMMARY
The process of creating a high-converting landing page does not stop at creating a page, throwing together a few words, and pasting a form. It requires more effort than that.
Some relevant components must be in place to ensure that the page fulfills the purpose of capturing the information of potential clients, creating leads, and promoting offers.
Components such as minimal navigations, brief and clear headlines, engaging imagery, and videos.
When creating a high-landing page, it is important to have at the back of your mind that you have approximately less than 60 seconds, from the time a web user clicks on the CTA to the time he or she submits the form, to capture as much information as possible without losing the attention of the user.
Remember, the importance of an optimized high-converting landing page in your marketing strategy cannot be over-emphasized.
CONCLUSION
Once you have confidently certified that your landing page is ready to begin the heavy conversion, sorry to break it to you but it is still not time for your to fold your hands and relax. Call me a perfectionist, but there is still work to be done.
It is important to carry out a routine check, at least once every month to ensure that your landing page is performing at the optimum level.
The perfect litmus test would be to pay attention to the bounce rate, the traffic rate, and the conversion rate.
You need to pay attention to the number of times your website pops up on the search engine, the number of times web users click on your CTAs, and also the number of times these web users and visitors are converted to paying and consistent customers.
Paying close attention to these details would create a clear picture of where the problem lies and what exactly needs to be done.
Also in a case where there is more than one offer, and some offers seem to be getting more attention than others, you need to compare the different landing pages and develop an effective pattern that would increase conversion on the low-performing landing pages.
Hopefully, you have been able to learn a thing or two from this article about how to create an efficient landing page that converts heavily, you are most welcome!
