One of the most important elements of digital marketing is the acquisition of visitors who are likely to be interested in your product/service; this is known as qualified traffic.
However, focusing on visitor acquisition is far from enough, as you need to ensure that you convert the majority of visitors into new contacts who can do business with your company; this is called leads or pistes in good French. .
The performance metric we most recommend monitoring is the conversion rate. It's pretty straightforward. The conversion rate is the percentage of visitors who carry out the desired action (for example, fill in a contact form or make a call).
This is where the landing page comes into its own. The more attractive the landing page, the higher the conversion rate of your campaigns (and consequently, the lower the cost of lead acquisition).
The objectives of this article are:
- define what a landing page is
- list objectives
- list the advantages
- Here are 4 key tips
What is a landing page?
Always called destination page or landing page, the landing page is the Web page to which Internet users are redirected when they click on your ad. When we use this term in marketing, we often refer to a "landing page". be unique (not part of a website menu).
Unlike a traditional website, everything is done to encourage the visitor to take action. Landing pages are frequently used for specific advertising campaigns (Google Adwords, Facebook Ads, newsletters, etc.).
Each campaign is supposed to have its own landing page. To achieve this, the destination page it must be specific and adapted to your design objectives.
Landing page objectives
Landing pages are designed for specific purposes. Depending on the objective of your advertising campaign, you can target lead generation leading to conversions (sales, newsletter subscriptions, etc.), increasing your natural positioning, increasing the reach of your various channels, etc. .
Let's take a look at some of these objectives.
Turn visits into leads
Here, the aim of the landing page is to convince visitors to give their contact details in exchange for the information they want quickly, a kind of ethical blackmail 🙂
On this landing pageThe "blackmail" is simple: the visitor provides their contact details to get a website design quote in a matter of seconds.
Ideas:
- Free trial
- Promotion
- Templates (documents ...)
- Free consultation call
Convert visits into purchases
Here, the aim of the landing page is to convince visitors to make a purchase. Often, the purchase is not immediate, so the seller will try to obtain contact details and turn the visitor into a buyer fairly quickly.
Test a concept or campaign
Some concepts can be quite costly to implement. So, instead of creating a full website, the marketing manager can quickly create a landing page to test the concept.
Advantages of a landing page
Using a landing page for your campaigns offers several advantages in terms of flexibility and optimization that should be explored.
More consistent with a low level of care.
Since people often don't have the time to scroll through several pages looking for your product or service, and want to get results quickly, a landing page is the ideal choice.
Direct and to the point. Offer visitors specific information, a product or a service. Here, there's no risk of losing the visitor because of the length of the content to be read.
Higher conversion rates
Using landing pages generates higher conversion rates than a website. In fact, with some of our customers, advertising campaigns that generate a conversion rate of 8% with a traditional website reach 12-15% when we use a landing page. And then almost double.
Faster to produce than a complete site
Unlike a full website, whose production time can vary from three months to a year, a landing page can be designed in just a few days.
Can be quickly duplicated for another campaign
Once a landing page has been created, it can be easily duplicated. If, for example, a page is designed to promote one service, it can be reused fairly quickly for another service.
Consequently, using a landing page in your advertising campaigns has several advantages, from cost optimization to considerable time savings. However, there are a few tips you need to be aware of when designing your landing page.
4 tips for a successful landing page
There are plenty of tips that can help you make your landing page a success. Here are four tips for a successful landing page.
Offer what your ideal customer wants (quick win)
When designing your landing page, you need to offer the prospect EXACTLY what they want (not what they want).
It could be, for example, a quote, a template, a quick bit of information, or a small e-book of interest to the customer who will exchange contact details.
To be successful with this tip, you need to know your ideal customer: their fears, problems, aspirations, etc. We therefore recommend that you define who you are. That's why we recommend that you define who you are.
Optimizing the page for search engines
The first step is to research keywords related to your product or service. Next, you need to make sure that the page is as easy as possible for search engines to read and understand.
It is therefore necessary, among other things, to..:
- Optimizing META tags
- Title structure H1, H2, H3
- Keyword density
- Images (file name, alternative texts)
- Optimize page speed
- Make sure the page is adapted to mobile devices (responsive)
- Make sure your page is secured with an SSL certificate
If a landing page doesn't meet these criteria, it risks being penalized by Google.
Write a convincing text
Written content is one of the essential elements of a successful landing page. To achieve this, it must have the following characteristics:
Attention
Your text needs to grab the potential customer's attention quickly. To do this, they need to be able to understand at first glance what it is and what it offers.
Promise/offer
You need to offer something to the visitor. It could be a cost estimate, a book, something important to them.
Wish
Your text and visuals should arouse desire, enticing customers or visitors to subscribe to your offer or buy your product.
Logic (argumentation)
You need to demonstrate to visitors that you understand their problem, and make them listen to you.
Handling objections
You should also have a strong case for overcoming any objections if the call to action is refused. Know how to overcome objections from customers or visitors.
Proof / Testimonials
Collect and add testimonials, things that speak in your favor. This can include customer logos, etc.
warranty
Offering guarantees means testifying to the effectiveness of the information, book, model or service he has proposed in achieving his customers' objectives. Example: We guarantee that once you have this document, book, etc., you will achieve your objectives.
action
Create a call to action, i.e. define an action you want your visitors to take.
Create a visual rich in emotion
Visuals must also be taken seriously. It's often said that a picture is worth a thousand words. Your visual must convey a clear message. For greater effectiveness, it's important that you're also imbued with emotion (emotions make us act).
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