The first step in building a relationship between your business and a potential customer is to convert visitors into leads (person who shows interest in a brand’s products or services, which makes the person a potential customer), and all you really need to understand about what is a landing page and how they function is all here in this blog post.
The typical look of a website’s homepage usually provides an overall summary of a company, what kind of niche or content are they giving their visitors. A landing page, on the other hand, is a valuable online marketing tool that can help you attain a specific, short-term objective in the customer’s journey.
What’s a Landing Page?
A landing page is a pretty straightforward term.
A landing page can technically be any page on your site, but for the purposes of this blog, one that is expressly designed to entice a visitor to take a specific action is referred to as a landing page.
Make a purchase or join a mailing list, for example.
This is not like a blog post where you want visitors to click on advertising, leave a comment, or join your mailing list.
A landing page has only ONE AIM in mind. When this goal is met, it is referred to as a conversion.
Simply put, the more options you provide people, the more difficult it is for them to make a decision and act.
Simply put, the more options you provide people, the more difficult it is for them to make a decision and act.
Assume you’re giving away a free PDF on Fitness Diet. However, on your landing page, you also encourage visitors to read your blog, buy a product, and follow you on social media. Because you’ve diverted their focus away from your core goal with each request, the chances of their downloading your new ebook are reducing.
Too many options, on the other hand, can overload your users, prompting them to stall and take no action. This is why it’s so important to concentrate on just one call to action (CTA).
Here’s an example of a Landing Page from Localiq, a marketing platform:
If you recall nothing else from this post, keep in mind that a landing page is any page on your website that has no navigation and is designed to convert visitors into leads. Every website should have one.
Every Impression Counts!
The phrase “beauty is in the eye of the beholder” is sometimes overused.
It’s a silly excuse that leads you to believe that it doesn’t matter how you design your landing page because some people will enjoy it and others will not. There is no reason why your landing page should be poor. You don’t want to have to deal with the difficulties that a poor landing page will bring.
It’s much more difficult to sell a flawless product with a poor landing page than it is to sell a mediocre product with a fantastic landing page.
Keep that in mind.
That’s why I decided to write this blog post that helps you how effectively create a Landing page because, if you can create an effective landing page, you’ll see a boost in income.
The 3 Types of Visitors
It’s easy to get caught up in the notion that landing pages are designed to convert every single visitor to your site. That isn’t even achievable in an ideal world.
Why? Because there are three categories of people, it’s critical to remember who they are at all times.
- People who are continuously saying no
- People who are constantly willing to say yes
- Those who will say “maybe”
The thing I would suggest you focus on is those people who are undecided about whether or not they want to acquire your goods or service. Everything you learn in this article is designed to make such visitors say, “Absolutely yes!” instead of “maybe.”.
Another thing to consider is that you may be attracting people who are always saying no. And there are a lot of different things that might go into this. Because most people who visit social media sites are only browsing, social media traffic is known for this. They aren’t interested in making a profit. They simply want to be amused in some way.
Then there are those who believe that no matter how good a solution is, it will not be worth paying for. They can obtain the information they require at no cost.
So, always keep in mind that you can only have a successful landing page if you get the right and quality traffic to it.
The better your chances of success are, the better you are at attracting the RIGHT people to your landing pages by creating valuable content. When your landing page is functioning properly, more people equals more money.
As a result, it’s critical to know the three categories of users who visit your website.
How Does a Landing Page Work?
Landing pages work on 4 simple steps:
- When someone sees a call to action, they are directed to a landing page with a form.
- That user completes a form, converting them from a visitor to a lead.
- The data from the entries is eventually saved in your list of leads.
- Based on what you know about the contact or lead, you market to them.
Money is used to pay for goods and services on a daily basis, and the concept of financial value can be applied to the logic of a landing page in that you’re sharing equally important information regardless of which side of the deal you’re at.
A visitor will sign up on the landing page because they genuinely think the content they are obtaining will be useful to them, and a blogger will happily offer the piece of information to the visitor because the valuable information they provide on the form will be useful to them in future marketing.
It’s a win-win situation for everyone.
What You Need Before Making a Landing Page
Before you start working on the landing page, double-check that you’ve completed all of the necessary background research, let’s talk about the following:
#1. Buyer Persona
What is a buyer persona? A buyer persona is like a representation of your ideal customer, what are the challenges they face whenever they plan to buy a product, what their typical days are like and how they make decisions.
Building a buyer persona is very important because you’ll know how to tailor it to each of your customers’ needs. Remember, there are different buyers with different points of view, so having a buyer persona can help you decide how you’re going to provide solutions to them, and that will definitely work on them.
Then, if you’re able to understand their need, and then gain their trust, only then, will they be open to exploring what you have to offer.
To create a persona, you must first ask yourself detailed questions about what your ideal customers are. You can then compare your responses to those of your friends, which will reveal any inconsistencies in your viewpoints and encourage discussions to resolve them.
A great thing about creating a buyer persona is that it allows you to gain customer insights. This ensures that your product development and customer support are all on the same page when it comes to your ideal customer.
You can then use your personas to direct the course of your work.
#2. The Offer (Your Products or Services)
Aside from the items or services that a business sells, an offer is anything intended to add value to its website visitors. A free e-book, webinar, tip sheet, comparative guide, or anything else downloadable and helpful about the business you’re in may be the offer. It should correspond to a specific pain point that your buyer persona is dealing with, as well as their stage in the Buyer’s Journey, which I’ll explain below.
#3. The Buyer’s Journey
The Buyer’s Journey is the framework you need to work on before making a Landing Page and it’s meant to denote the 4 main cognitive phases that a buyer goes through.
This simply occurs when a potential customer recognizes that they have a problem and that there is a solution available.
This person is doing a lot of research to figure out what’s causing their problems. E-books, online courses, and guidelines are examples of content to generate and target people at this level.
They’re interested in knowing more since they recognize a need and are aware that your product exists. This might happen on the landing page, but it’s more likely to happen over the course of a series of emails or videos.
Now that visitors learned more about the solutions you’re offering, they’re interested in pursuing one of them. They are currently comparing other websites and attempting to narrow down the list of blogs to a few before making their ultimate decision. It would be a wise option to provide them with case studies, demos, and product information at this time.
This is the time to get them to visit your landing page. The landing page is your final step, and don’t lose your chance here in this phase.
This is the point at which they make their purchase. This is regarded as a natural outcome because if the potential customer’s awareness, interest, and desire are all met, then naturally they will take action.
Why do you need to know this? Because if someone lands on your landing page during the wrong phase, your chances of converting them are greatly reduced. And you don’t want it to happen.
Multiple Stages at Once?
Your brain might be moving around a lot and you’re thinking “but it sounds like people can be a part of two stages at once”.
The buying cycle is a lot broader now for many things simply due to how much information is out there. That doesn’t mean that a customer can avoid the 4 phases and take action.
Remember, action is only a natural result when the first 3 phases are met.
The length of the Buyer’s cycle varies depending on the situation. I can’t tell you how long the cycle is for you. It’s going to vary from customer to customer. But, some marketers try their best to shorten the cycle and force people through it.
That’s when you get an icky feeling from them because something doesn’t feel right. It doesn’t feel right because you haven’t gone through the first 3 phases yet. Instead, you’re almost being tricked or made to feel guilty about taking action.
Unfortunately, this process takes some time, and thinking about ways to get a shortcut on this one won’t yield good results at all, and starting over again wastes your efforts. It will be a bummer!
The Fogg Behavior Model
BJ Fogg was the one who introduced this Fogg Behavior Model that will guide you in creating your own effective Landing page.
The model’s premise is that behavior can only occur when motivation, ability, and a trigger all occur together. That’s the gist of it, but explaining it in this way isn’t really helpful.
To put it another way, imagine you want to make a purchase. That is the motivation.
You have the funds to buy it. That is the ability.
There is a website where you can purchase this product, and the website is operational. That is the trigger.
Because all three of these events occur at the same moment, the desired activity such as a purchase can occur. Does that make sense?
While I don’t expect you to remember this behavior model all of the time, I bring it up since it’s easy to forget why some customers will never buy from us. You can have the best sales funnel and landing page in the world, but if a person lacks motivation or ability when confronted with a trigger, nothing will happen.
As a result, your conversion rate will never be 100%. When it comes to making a sale, there are simply too many variables beyond your control. Only to the best of your ability can you do your part.
I have the man himself explain this behavior model in a different way to give a better explanation. Let’s watch the video:
It’s Time To Build Your Landing Page!
After you’ve completed your background research, it’s time to create the landing page. There is, however, a particular recipe (created and proven by inbound marketers all over the world) that you should follow to improve your chances of achieving the conversion on your landing page.
- Create a Captivating Headline
If I go to your landing page and I can’t answer these 3 questions almost immediately then you’ve failed:
1. What do you offer?
2. How will it improve my life?
3. What do I need to do in order to purchase it?
If you can answer those 3 questions, then more than likely you’ve piqued their interest and possibly have to lead them to desire.
The header is an essential element to your landing page and it’s always at the top or else it really isn’t the header! You’ll need to come up with a headline that will grab the visitor’s attention right away and entice them to continue reading. It’ll be the first thing people see when they arrive at your landing page, and you don’t want it to be the last thing they see.
When someone arrives at your landing page, let them know what you’re going to do for them right away. Tell them what transformation you’ll be assisting them with.
If you think it’ll be too difficult to do in the header because you’ll require more words, attempt to come up with a more short method to state it first, and then provide a more detailed explanation later.
When someone arrives at your landing page, they’re wondering to themselves, “What are you going to do for me?” They’ll stay reading if you answer that easy-peasy question.
Let’s take a look at some examples:
Of course, my very on dontwantaboss Landing Page:
- Convey the Importance of Your Offer Efficient way
It’s critical for the design of your landing page to express the value of an offer in a concise and efficient manner.
Do you know what the blink test is? The blink test states that you must communicate your message and value before your visitor blinks, which gives you roughly 3-5 seconds. You risk losing that conversion if you don’t accomplish this properly; it usually only takes one “blink” for someone to determine whether or not to stay on your landing page.
- Building the Form
Be cautious of the number of form fields you include when creating the form for your landing page. The number of form fields you have should match the Buyer’s Journey stage.
For an awareness stage, you should keep the forms simple and collect only the most basic information, such as name and email address.
As leads come closer to purchasing, you should consider adding more fields to your content as you move down the funnel (a funnel is the marketing term for the journey potential customers go through on the way to purchase). Once they’ve made their selection, you’ll want to get further information from them to help the salesman better understand the contact and complete the sale.
- Do not include the main page of your website
When creating your landing page, you want to make it as difficult as possible for your visitor to leave. By removing site website links from your landing page, your visitor is free to focus entirely on the topic at hand, rather than being distracted by other tempting links on your site.
- Add images and/or videos
Who doesn’t appreciate a good photo? To attract the visitor, provide a relevant and compelling image on your landing page. If there is a captivating image on a page, people are more likely to stay on it.
Video is almost always beneficial because it allows the buyer to see who is behind it all. Now, I understand that this will frighten a lot of people, and that’s fine! They are more inclined to buy if you can get a video on the site explaining your experience and the adventure you plan to guide them through.
While a video isn’t required, it is one of those things that boosts your chances, so you should certainly consider including it at some point.
- Include Testimonials When Appropriate
People nowadays are constantly reading evaluations of products and services before making a purchase, and the same can be said for landing pages.
There aren’t many rules when it comes to testimonials, so you should memorize them.
- Keep the testimonial to a minimum.
- Keep it related to the topic of the page. This might be the person in the testimonial congratulating themselves on a victory or discussing how they overcame a challenge.
Isn’t it simple?
Another advantage of testimonials is that you may use them all throughout your page. There’s no need to create a separate area for testimonials. However, this is one of those things that you must decide for yourself and experiment with.
Please don’t believe there is such a thing as a “best practice.”
Testimonials should always be collected. See if you can get a testimonial from someone who sends you an email about how much they appreciate your product.
However, don’t provide a testimonial that is only tangentially related to your product. Make sure it’s directly related to the message you’re trying to get across. It’s advisable to leave it off if it doesn’t. The same advice applies to award and accolade placement on your page.
- Make Sure Your Process Is Simple
A form on a landing page usually implies that you should fill it out, but be sure to include directions on your landing page. This may be as easy as “To access the E-book, please fill out the form to the right.” It’s basic, but it gives your visitor clear directions on what to do next, increasing the likelihood that they will convert.
- What’s Inside?
Finally, after all of this discussion, you will be asked to describe what is contained within your product.
Isn’t this something you should do first? No.
People must understand why they are there. Simply stating “An excellent 99-page ebook” at the top of the landing page does not provide any information to the customer.
They must understand what exactly is in it for them. In fact, you’ll discover that if you do an excellent job at explaining all of your product’s benefits, the exact details won’t matter nearly as much.
Ways To Promote Your Landing Page
Here are a few things to think about that can make a big difference on your landing page:
Email is a fantastic tool to spread the word about your landing page. Send a promotional email to a specific list rather than the entire email collection. The more specific the list is in regard to your landing page, the more likely visitors are to engage. You don’t have to start over from scratch with this; a lot of the content from the landing page can be reused into emails.
- Call-to-Action (CTA)
CTAs are an excellent approach to promoting the information on a landing page. Keep in mind that the CTA should be in sync with the content that it’s on the landing page. You cannot just put a CTA that says “Buy now for 20% discount.” when the content of your landing page talks about getting a FREE Ebook instead.
People are more likely to convert if these products are more consistent. Place CTAs on popular pages of your website that are relevant to the offer.
- Social Media
As you surely know, social media is a fantastic way of spreading out your offers. However, a bit of advice: Don’t promote on each and every network simply because you think it’s what you’re meant to do. Choose some platforms where you know your personas (potential customers) are active and highly advertise them. Consider if your personas are enthusiastic Facebook users before promoting on a Facebook page because everyone else is. If that’s not the case, you should probably look elsewhere.
Wrapping it Up!
It’s important to not just sit back, relax, and watch the show once your promotion is up and going and traffic is being directed to your page. Regularly, but not constantly, check the results of your landing pages. You should look for long patterns and significant events instead of daily traffic and conversions, which might change significantly and provide little helpful info only.
“Does my offer perform effectively month after month?”
“What happened if it doesn’t?”
If you have a number of different landing pages for different offers, compare them to see if you can notice a pattern as to why some are performing better than others.
If you have a very effective landing page, re-promote it to see if you can improve the number of people that reach out to you.
When making adjustments to your landing pages (e.g., copy, pictures), make a single change at a time and test it carefully. That way, you’ll be able to pinpoint what’s affecting output and isolate it. You won’t know which modifications or adjustments affected the landing page if you make several changes in one go, and you won’t be able to apply that information to future landing pages if you make multiple changes at once.
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