What is a landing page??
A landing page, or landing or destination page, is by definition the page to which a webmarketing acquisition campaign ends.
The landing page is the key to a successful acquisition strategy and undeniably a powerful marketing tool, whose function is to ensure conversion by collecting information about the user. It allows the Internet user to perform the desired action (for example, making a purchase, filling out a form, downloading a document, etc.). Its optimization is therefore essential, so much so that it is increasingly the subject of a full-fledged webmarketing strategy.
The necessary qualities of a landing page
There are a few basic principles that make a successful landing page:
1. Have an effective title
The title should be catchy and self-explanatory. The visitor must be able to immediately understand what it is about. It can be accompanied by a subtitle that clarifies the information to generate interest and push to read more or quickly perform the desired action.
2. Be concise
A landing page must include information to convince the visitor to give theirs, but it is essential to keep it to a minimum. Present the main arguments and characteristics of the offer as simply as possible. It will be a question of going into the details once the conversion has been made.
3. To inspire trust
To encourage visitors to disseminate their information, it is necessary to inspire trust. For this, reassuring elements, such as testimonials from satisfied customers, your company's contact details and other social proof are essential.
4. Use a compelling call-to-action
Another important element of the landing page is the call-to-action. It is he who will lead the visitor to perform the desired action. It is essential that it be both obvious and rewarding. Place it prominently and take care of its wording.
5. A page optimized for mobile and for fast loading
Above all, the landing page must not put off the visitor by taking too long to load, nor exclude the possibility that he is on mobile. Since the main purpose of this page is to obtain a high conversion rate, poor optimization is the worst possible scenario.
Mistakes to avoid:
It is also important to avoid the most common pitfalls, including lack of consistency, having too many elements and giving too many exit doors - when there should be only one, conversion - are in first position.
For this, let's emphasize the importance of multiple tests of your landing pages. It's about not losing potential customers because of an error that could have been easily circumvented. A/B testing can be a very interesting optimization solution.
Finally, do not forget to measure and analyze the behavior of visitors on your page, it is the first revealing element of its effectiveness.