In a strategy of Inbound Marketing the main objective is to attract the right people to certain communication channels such as websites or blogs.
The next step is to encourage these people to consume more and more content and eventually convert them into customers. So, for this conversion to happen, there is no better strategy than using Landing Pages.
What is a landing page?
These are landing pages or capture pages with the aim of achieving conversions. These conversions are usually generated by filling in a form to register for events, receive e-books, infographics, planning files or any other content that contains enough value to merit providing your data.
Now that you know what a Landing Page is, let’s move on to the next topic: its benefits.
Benefits of creating a Landing Page
Facilitates Lead Scoring
Lead scoring is a way of prioritizing leads that have the greatest potential, by classifying them according to their interest and chances of closing a conversion. For example, subscribing to a newsletter is valued less than downloading an e-book.
Segment contacts
Taking into account the information requested or the materials made available on the Landing Page, the differences between the people on the buying journey can be seen. After this analysis, lists with similar interests are created with the aim of increasing conversions.
Reduces the cost of customer acquisition
Getting information from customers is complicated and requires a huge effort from the marketing and sales team, through emails, meetings and presentations. And, as a consequence, this all comes at a high cost.
A Landing Page gives you access to all the relevant information about a lead, so that you can contact them later. In this way, the costs are considerably lower compared to a common offline strategy for attracting customers.
Now that you know exactly what Landing Pages are and their benefits, it’s essential to understand which category of elements are essential to have on that same page.
Main Elements of a Landing Page
Headings and subheadings
8 out of 10 people who enter a Landing Page only read the title and 2 out of 10 read the rest of the page.
Bearing this in mind, the title needs to be simple, clear and direct to retain users and help them understand the value proposition.
Subheadings give more information about the offer to help the user understand its value and be convinced to take a positive action.
Colors
The choice of colors must be made intelligently so that there is harmony with the company’s visual identity and, at the same time, contrast so that the user can easily read the texts, view the images and understand the content, especially the elements that we want to be more prominent.
Images
As the saying goes: “a picture is worth a thousand words”, and on a Landing Page this fits perfectly.
Images should help to communicate the offer, arouse interest and give more credibility to the value proposition. For example, if the purpose of the Landing Page is to download an e-book, it’s important to include a screenshot of the cover of the book in question.
In addition to images, other design elements such as arrows and banners should be used mainly in Call-to-action (CTA) (read on and you’ll understand) and forms.
Description
In most cases, Landing Pages should have texts that help the user understand the value proposition immediately, encouraging conversion. Descriptions should therefore be succinct, objective and summarize the most interesting aspects for the user. Bullet points, bold words, numbers and videos are generally used.
Call-to-Action (CTA)
As Calls-to-Action or “calls to action”, are essential to the success of a Landing Page.
It’s through these calls that you show the user how to convert, making it clear the consequence of the action. Whether it’s a confirmation button to fill in a form or a button to download an e-book. Using words like “now”, “free” or “last chance” will encourage action.
Social proof
Social Proof is a psychological and social phenomenon in which people copy the actions of other people in an attempt to assume a behavior in a given situation.
On a Landing Page, it’s important to share testimonials from people who have approved of what you’re offering, because it ends up arousing more interest and giving more credibility and trust towards the goal of conversion.
You can use customer testimonials, number of sales or downloads and partner companies as examples.
Form
Last but not least, we’re talking about forms. These are widely used to capture leads (name, email, telephone) and must be clear and simple.
It is essential to understand what kind of information should be requested on the form, taking into account the target audience, stage of the funnel and conversion objective. Generally speaking, the more data you ask for, the fewer people will take the desired action.
Do you already know what the goal of your next Landing Page is?
We can help you understand how you can use these pages to capture more leads for your business or sell your products. Contact us.
