Nowadays, even more in this particular historical period, marketing activities (including events) are being digitized. Any visitor to our site could be a potential customer tomorrow. This implies that any visitor who leaves our website without having taken any significant action would be a missed opportunity. So how can we capture strangers and turn them into Leads? Using the landing pages.
Did you know that a good landing page can convert 50% of its visitors into qualified leads?
Filippo Reppi, Partner Marketing Assistant, shares some best practices for creating an effective landing page.
What is a Landing Page?
A landing page is a web page that allows you to request a visitor's information, through a form, so that you can convert it into a lead or contact. In the inbound marketing method the landing pages are used in the conversion phase, that is when the simple visitors of the site give us their information so that we can then profile them and in the future, if they agree with the GDPR, we can also contact them.
Landing Page Best Practices
1. BE COHERENT
It is very important that the content on your landing page matches the content you promoted through the call-to-action. Visitors want to find what you premise to them!
2. BE CREDIBLE
In order to convey credibility, your page must transmit a professional image, including a catchy design, an engaging copy and some high quality pictures and graphics. Your page must transmit the value of your company immediately and very easily, demonstrating its credibility.
3. BE ESSENTIAL
The main goal of the landing page is usually to make people fill out a form. Give the right importance to the form, do not add too many misleading contents.
4. IMAGES AND GRAPHICS ARE IMPORTANT
Normally images and graphics don't help much when you work with SEO. A page with many images could play against you and we all know it. In this case, however you can use multiple images and graphics in order to try to convince the visitor to fill in the form. People will land on your page because you promoted it, not because they searched it on a web browser.
5. LIMIT THE WAYS OUT
Once the user arrives on your landing page, you have two, maximum three, ways out: filling out the form, clicking on the home page of the site, closing the tab page. Remember: the main focus of the page is always the form!
6. ASK EVERYTHING YOU NEED
Remember, this is your big chance to collect data. Once the visitor has filled out the form, you cannot go back and ask for more information! Before publishing the form, make sure you have asked for all the information that one day in the future could be useful! Don't over do it BUT don't be shy!
7. TEST, ANALYZE AND IMPROVE
Create different landing pages, arrange the objects differently inside them, modify the text, get creative!
After that, do AB tests, collect the data and see which of the pages you create is the best performing.
8. LET THE CONTENT BE SHARED
Obviously, make sure that the same visitors also become promoters of your landing page. Give them the opportunity to share your landing page through quick share buttons: email, social and mobile chats!
