With all the digital marketing tools out there, it can be hard to make a choice for your next campaign. You've probably heard of landing pages without really knowing what they are. They're an essential conversion tool for your next campaign!
What is a landing page?
First, let's simply define what a landing page is. The purpose of a landing page is to promote a specific product or service. Whether it's for the launch of a new product or service, for the penetration of new markets or for any other purpose, this tool enables you to get a key message across to a predefined target.
As landing pages are generally built as part of a campaign, they meet SEO standards thanks to targeted keywords and are designed to convince the user to take a specific action (for example, subscribe to the contact list or buy a product).
What is a CTA?
One of the most important elements of a landing page is the CTA. But what is a CTA?
CTA stands for "Call To Action". Briefly, it's a link or button that prompts the user to take the desired action (for example, "Subscribe!" or "Buy Now"). It's considered the key element of a landing page, since the entire structure of the page is adapted to encourage and maximize the number of interactions with this link/button.
What are the 7 basic principles of landing page design?
To achieve a successful landing page, it is very important that it meets the following 7 principles:
- Attention. Make sure you have a 1:1 ratio between the elements you want to present and your conversion objective, by eliminating all elements that take the user away from the goal.
- Context. Make sure that your design is in tune with the user's expectations and that it corresponds to the message conveyed in your campaign.
- Clarity. Choose a single key message to convey on your landing page, and make sure the user understands it.
- Consistency. Make sure that all the elements of your page make sense together and are aligned with your conversion objectives.
- Credibility. Demonstrate that you have the expertise in what you're promoting.
- Closure. Get the user to take action when they reach the conversion point.
- Continuity. Amplify conversion opportunities by continuing the discourse with the user after interaction with the landing page.
Why are consumer testimonials so important on a landing page?
Due to the many marketing campaigns available on the web, users have developed a lack of trust in brands. Testimonials have therefore acquired primary importance in the structure of a landing page, as they are written by customers, for customers. As a result, they have a powerful impact on the page's credibility.
What shouldn't appear on a landing page?
As mentioned above, you need to keep interaction with the page to a minimum in order to focus on the conversion objective. To ensure the performance of your campaign, you need to avoid distractions. Navigation is not an element that should be present on the page. In fact, it could divert the user's attention and encourage them to browse your website rather than click on your CTA.
So why do we need a landing page at all?
In short, it's not surprising that the landing page is considered one of the most effective means of conversion. In addition to being conversion-oriented and built around a single objective, they are :
- inexpensive to produce,
- quick to install,
- require minimal maintenance,
- and it's easy to track their performance and return on investment (ROI).