Inbound marketing includes activities to catch the attention of potential clients, to provide them the information they are looking for and thus direct them to your website. When this is achieved, the next important step is the conversion, understood as changing anonymous traffic into leads. There are numerous methods to gain a new contacts – from the simplest adding to a newsletter to filling in a complex forms (e.g. when setting up an account in the online store). The forms do not have to be directly on your website – you can also post them on the landing page.
Landing page is a standalone, simple website, usually one-page, which appears when the person clicks on the banner with your advertising, mailing, or a link. What distinguishes the landing page from other sites is that, there is one clearly defined purpose for which it is created. It is, for example leads generation in the case of a website with a free report download. This is quite different in the case of an article on the company’s blog, which also has to educate the audience, teach them about the product and through interesting content, to establish a closer relationship with the company. It meets at least three goals, so a post in a blog is not landing page.
There are 2 basic types of landing page, distinguished by purpose, which have to meet – Click Through (the aim is to click and go to the target page) or Lead Generation (the goal is to collect leads).
Which landing page to choose?
• Click Through landing page, as the name suggests, it is to persuade people to click and move to another page. Such landing pages describe the product or offer in order to persuade visitors about the unique features of an offer. Thus, they bring them to the decision to purchase, which they may do on the website. Landing page directs them to it which is usually a step between advertising and online shop cart or a registration form. This increases the chance of the transaction, because the visitor is immediately redirected for example to the card, while still having additional information.
• Lead Generation landing page is used to obtain information about people – such as name, email address, phone number – necessary to ensure later to turn them with an offer. In order to collect these data, landing page contains a form, which is the key element and the incentive to leave their data. It is a promise of something they will get in return, there may be for example:
- a free ebook,
- registration for a webinar,
- coupon /voucher,
- free trial.
If you need to gain a new contacts to your database, you might want to consider using this type of landing page. However, remember that people who will go to such a website must spend there a few minutes and do the activities that might be nuisance. Not necessarily they will want to:
- read and understand all the information – we all live in a hurry and do not have time for it,
- enter a name and address – may find it tedious operation, and only a few people use the option to automatically fill in forms,
- provide a phone number – it may fear that later will be harassed by telemarketers,
- provide email address – do not want risk of receiving spam.
If you want consumers to do what you expect from them – that is get acquainted with the content located on the landing page and entered their data – they must be properly designed.
How to design an effective landing page that generates leads?
The answer to the question, what should include an effective landing page is not simple. It all depends of course on the industry, the advertising budget, which you have, the type of product you sell, or a group of recipients. There are a few elements that are equally important irrespective of the business.
Landing page has a few moments to convince the person who will go there to take advantage with contained offer. You have limited space and limited time of a visitor, that’s because the simplicity is most important thing. A simple arrangement of elements on the landing page (both graphic and text) will help visitor to get familiar with all of the contained there information. For this purpose, make a plan of a landing page, which will be divide into several sections, each of which corresponds to one of the information you want to convey. That may be for example: the best offer features, client lists, statistics which place your offer in a positive light, graphic showing the product/service, opinions of other clients, a form, a call to action sign. Instead of continuous text use bullet points and bold, because users usually scan the text instead of reading it.
It is always the first element, which draw the attention of the recipient, and therefore should arouse curiosity, announce the benefits and contain useful information for the recipient. To make a good first impression, headline should be brief – the optimal length is 6 words. Giving at this point the value that delivers your offer, cause for clients specific need at the first stage of its contact with your business. Show vividly how positive impact on his life you can have, to provoke his imagination, and place in the header something that distinguishes your products from the competition, e.g.:
- “Attract more customers without the high costs”
- “The report created to increase your sales”
The visual elements
The graphic of landing page is also important, because it catches the eye, and also our brain processes graphics much faster than text. First, use colors that are consistent with the colors associated with your company. Secondly, make sure that used images are relevant to the content. Thirdly, use modern fonts.
Call to action
Your goal is to provoke user to fill in the form and click on the call to action button (CTA). This element should be placed in the visible part of website without scrolling, have a sufficiently large size and vibrant color that will distinguish it on the page. CTA color should contrast with the background on which it is located and at the same time fit into the whole landing page. Inscription on this buton is also important, because this text actually calls for action. It should be in the imperative form and have maximum a few short words that clearly indicate what will happen when you click, for example: Download, Send, Sign up for a newsletter.
Remember about mobile
In 2019 there will be 5.2 billion mobile users (69 per cent of the world population), mobile data traffic is currently over 50% of all Internet traffic in Poland. Therefore, when designing a landing page don’t forget about the people who visit it with the use of mobile devices. Without adjustment your landing page to the mobile versions, filling in a form can be difficult, and we do not want to discourage potential clients. Make sure the form is clearly visible on the display screen, and can be easily filled in by a touch and that the CTA is large enough to be able to hit it with your finger.
Thank you for signing up
If your receiver will fill in your landing page form, do not forget to thank him for that. Use for this page after conversion, which is a separate page on your website, which gets the client after the operation. Posted there polite words like “Thank you, your report has been sent to your e-mail address” they are not only an expression of sympathy and good manners, but clearly inform the recipient that nothing more need to be done and you’ll keep your promise.
You have already generated leads. And what’s next?
These tips will help you prepare a landing page that encourages your audience to leave their data. Such an effect can be achieved by the optimal arrangement, the good visual and the appropriate form, which does not scare away potential clients. Well-designed landing page has a chance to be an effective way to get a comprehensive database of potential clients. However, in order to properly manage, a system Revenue Performance Management is required, such as Synerise.
Properly tagged forms posted on the landing page enable the collection of data directly into the CRM Synerise. It is a place where all relevant to your business contacts, acquired from various sources, are collected. Synerise helps to properly manage the collected leads. Segments, assigns scoring, tracks the sales process at every stage of the purchasing path, effectively manage communications by sending relevant messages to specific groups and automate your actions.