THE LANDING PAGE, AN ESSENTIAL TOOL!
You want to increase the traffic on your website or increase your sales? Whatever the activity of your web campaign, the landing page is a must-have promotional tool.
What is a landing page?
Also known as a landing page , the landing page is the entry point for your visitors to your website. This is the page to which your potential customer is redirected once he clicks on your ad.
Why create a landing page?
Unlike a regular website that contains several pages to meet various needs, the landing page is a unique web page that aims to answer directly to the request of your client. It allows you to clearly display an offer, an announcement, information or even a keyword according to your objective. This leads your client to take a specific action, such as buying one of your products, downloading your program, following your Facebook group , subscribing to your newsletter or taking part in your competition.
You want to increase the effectiveness of your advertising campaign
Using a landing page for your PPC (pay-per-click) campaigns can increase your conversion rate, decrease the CPC (cost-per-click), and improve the performance of your advertising budget.
You want to quantify your results
For a landing page to be effective, it must result in a sufficient number of additional sales or generate a gain. Thanks to the detailed reports provided, you will be able to quantify the impact of your efforts on that of your clientele.
What are the elements to consider when creating a landing page?
The creation of a landing page must be done meticulously according to certain criteria. Here are 9 important things to consider when creating a landing page.
1) Create a model
Before you begin, it is important to take the time to make a model. This step is crucial to get a better idea and validate certain aspects.
2) Define your goals
It is essential to determine the objectives of the page before writing the content. Is it about buying your products? To make an appointment? To subscribe to your newsletter? To participate in your survey? To download your program?
3) Target your customers
In order for the information presented to be consistent with your clientele, it is important to determine the characteristics of your target audience. Thus, you will be much more able to write relevant content.
4) Choose the content wisely
In order to answer the request of your visitors, it is essential to ensure the consistency of the information presented and choose the content wisely. Each detail must be optimized so that the visitor achieves the desired action.
5) Prioritize content
Remember that all items on the landing page are paramount. The title, subtitle, buttons, text and image must match the message. If the visitor does not find what he wants on the page, he may not come back.
6) Highlight the product
The product must be highlighted in a concise and effective way. It is important to talk about the benefits that this product can bring to customers. If this step is not taken into account, the customer may not buy the product immediately.
7) Find special offers to attract your customers
To attract your customers, you need to create a sense of urgency or lack. For example, if you are selling a product, try to include time-limited offers and promotions by inserting a deadline or quantity by giving a limited number of products.
8) Use the call to action
The call to action is an instruction to the customer that causes an immediate reaction. This method is important as it encourages the client to take action as soon as possible. The Call to Action must not only be visible and clear in the text, but it must be used at least two or three times. It is always better to use the imperative, for example: “Call now” or “Visit our store today”.
9) Configure your conversion goals
Whenever the customer achieves the desired goal, a conversion is recorded in your Google Analytics account . As in any campaign, it is important to set conversation goals so that you can evaluate the performance of your site in the long run.
Some examples of landing pages
1) The landing page of PMMT Media
The aim of the PMMT Media campaign was to offer a service and promotion in a limited time. Here, the enumeration of former trusted customers and the use of a testimonial were two good assets to convince the client to do business with PMMT Media.
During the month of September, the conversion rate was 11%, equivalent to 7 conversions, which is an excellent rate. For PMMT Media, a conversion was a form-based request for information. The cost per conversion was only $ 18.22 to attract prospects who were willing to spend a significant amount. The return on investment was therefore very satisfactory.
2) The landing page of DIY Sales Training
For this landing page, DIY Sales Training offered a wide range of training for professionals who worked exclusively with Fortune 500. The use of a satisfaction guarantee and a call to action were needed to convince customers to do business with the company.
3) The landing page of RV Dupuis
The purpose of this landing page was to increase sales of home appliances by offering a significant promotional offer. The use of hard-hitting text combined with a precise purchase deadline encouraged the potential customer to take advantage of this advantageous offer.
4) The landing page of the Master Group
It is sometimes impossible to do without a landing page. That of the Master Group campaign is a good example. Master is the leader in the heating sectorand air conditioning. The company sells high-end devices at the cutting edge of technology. This campaign promoted a contest for which a landing page was created. There we meet Pepito the cat who, as a prisoner of ice, relies on Internet users to free him and warm him up with a bang. To free the grumpy cat, users must go to the landing page created for the occasion. This gives participants the chance to win a $ 2500 rebate on the purchase of a York heating or air conditioning system. In this campaign, the contest is an excellent strategy to attract more traffic to the company’s website and to reinforce the image of the brand.