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A landing page is therefore the intermediate step between an ad and a conversion such as a sale, lead generation or download. However, it is possible to get to landing pages not only by clicking an ad, but also through common web searches. However, they cannot usually be accessed from the navigation menu of a web page.
From an ad, the user is directed to the landing page where they are prompted to take a targeted action – learn more in this video:
Sense and purpose of a landing page
The purpose of a landing page is to present the user, with as little effort as possible, with the exact information or products that he was looking for or that were advertised in the ad, and to increase his interest in them. At the same time, a landing page can also be used to get contact details or other info from users.
So when users click on a landing page, they want to either
- Get information
- Buy products
- register for something
- or request quotes for product or services.
Website operators, on the other hand, would like to use a landing page to
- Satisfy user needs
- Distribute content
- sell something
- Generate leads
Or pre-select and drive targeted traffic.
To increase visits to your landing page, you can use the following options:
- Targeted linking in newsletters and email marketing
- Links in thematically similar WebVideos
- Linking via social media
- Redirects for ads and display advertising such as AdWords ads, pop-up and banner ads
- The use of QR codes on flyers
- And the Organic search results, where your landing page must be search engine and keyword optimized.
A good landing page is clearly and purposefully designed and also includes elements from the medium that referred the users.
The following 5 elements should not be missing on a landing page:
- Identification of the company: So that users immediately establish a connection to your company, the page should be designed in the corporate design.
- An appealing headline and sub-headline to grab attention and inform about what the user can expect.
- Product information, benefits and a case for the product.
- An input field that is used to request the user’s data. Here you have to weigh how much data you can gain without causing the user to abort.
- An eye-catching call-to-action button
It is still necessary to pay attention to the following
Of course, you can also add other elements, such as trust elements like certificates, trust seals and testimonials to increase trust. Or videos and infographics, and contact information. What you should avoid on a landing page, however, are things that would only distract or lead users away, such as a navigation menu and superfluous links or social media buttons. Likewise, superfluous, contradictory or unclear product information must not be used, as this will lead to a discontinuation of the action.
eBakery helps to create suitable landing pages
Should you need support, we can certainly help you with the creation of landing pages as part of our activities as a corporate design agency. Simply contact us via the contact form!
Do you have questions or need an individual offer? Do not hesitate to contact us.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
