What is a landing page
All online business is built on 2 pillars which are traffic and conversion.
If your website is not visited, there is a problem to be solved. On the other hand, if your website has a lot of visitors without converting, the problem is still not completely resolved.
It is necessary to have traffic, but it is not enough. this is not an end in itself. Traffic is a means to achieve the ultimate goal, which is the conversion of a contact.
Landing page is one of the ways that allows you to reach the conversion goal.
The landing is by definition the first page that the visitor sees on your site. This is not the home page, but the one the visitor arrives at when they click on a sponsored link. Its goal is to convert this visitor, who has shown his interest by clicking on the sponsored link, quickly into a customer.
Like in the real world, let’s say you have a clothing store, you are running an ad campaign for jeans with a great promotion.
The next day you have hundreds of customers who came to pick up the jeans. the one concerned by the enticing promotion. Unfortunately you did not have time to put the affected jeans on the shelves in a prominent place.
Potential customers walked away frustrated, you lost your advertising investment, projected jeans sales, and new potential customers.
This is exactly the scenario that reading this article seeks to spare you.
Landing page is the machine to convert visitors into leads
Efficiency to convert to customer
The landing page is the essential link to convert the unknown visitor into an identified prospect.
Identification is the basis for offering a personalized customer journey, which will allow them to gradually accompany them until the act of purchase.
The landing page will be present at each stage of the customer journey:
- from unknown visitor to identified prospect
- from identified prospect to opportunity
- command to opportunity
The landing page contains content of concentrated value, to encourage the visitor to engage with your business.
The landing page therefore allows you to attract visitors to your website, convert them into prospects and turn these prospects into customers. Note, however, if you can turn these prospects into customers, it would be better to find a way to retain them because your goal is to have more traffic and have customers.
The conversion rate is the performance indicator of your landing page
You’ve done a tremendous job of driving traffic to your site, doing things like:
- SEO optimization on search engines
- online advertising adwords, youtube
- Advertising on social networks: facebook, linkedin …
Now you have to convert a maximum of this stream. To get there you absolutely have to make a call to action, this is the CTA. This is to invite visitors to action such as:
- Subscribe to a newsletter
- Participate in a webinar
- Download a document
- Register for free
- Find
- Join
If your traffic is 100 visitors, and 3 have taken the proposed action, then the conversion rate is 3 converts / 100 visitors = 3%.
The performance of your landing page is measured by its conversion rate. Its sole purpose is to increase this conversion rate.
How to make your landing page effective?
Making your landing page effective is simply increasing its conversion rate. So you need to know some interesting tips to achieve this goal. Below are some tips to detail in our next articles:
- The title should be short, catchy and consistent with the visitor’s objective. In fact, it is the central element, just like a blog post or a newspaper article. A good headline will grab your prospects’ attention and show them what is important to them.
- Your landing page should have simple words, and clear, succinct sentences. The description, i.e. the content, must explain the contribution of your offer or your service.
- Nice and consistent graphics and visuals. At this level, the design must be worked on to focus the attention of visitors on your value proposition.
- Elements of assurance: a few customer testimonials is really solicable. This is a way to gain the trust of new visitors; You can also use the results of your subsequent satisfaction surveys or your customer statistics by announcing how many are using your solution. But these numbers must be significant (but for that, of course, you will need numbers that are already significant).
- The « Call to Action » button to convert should be visible all the time, your goal is for the visitor to activate it. In other words The CTA must be large enough and stand out from the content of the page.
In summary, getting traffic to your site is important, but converting it is even more important.
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