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You've certainly heard the term landing pages around, in the world of digital marketing or simply as a capture page. But what are landing pages? What are they for?
In this article, we will dissect a little more about these capture pages. Plus, we'll give you some tips to make them more efficient than ever.
What are Landing Pages for?
Landing pages or, if you prefer, landing pages, serve to capture your visitors' data or lead them to a type of purchasing action. In other words, it is a specific page for carrying out conversions.
Therefore, when we create a Landing Page, we design it with the objective of making the visitor perform this action. Because of this, they have less text, links or images, in order to focus the visitor's attention so that they can convert.
What types of conversions happen on a Landing Page
We can say that a landing page can lead to two types of conversion. The first, which is the lead generation, happens by filling out a form, in exchange for some rich material. The second can be a click on a button, which takes the user to purchase a product or service or to some immediate contact with the company.
The data contained in the form on this page may vary, depending on its objective. A page, for example, may be offering material from a top of funnel, and contain few fields. On the other hand, a form on this page may have more information if it is aimed at a visitor who is already at the bottom of the funnel and needs contact from the sales team.
How important are these conversion pages
A conversion page aims to increase your results. After all, it's not enough to have a few forms spread across the website to retain your visitors' registrations. This type of isolated action will give you limited conversion rates. Landing pages can accelerate and increase your rates.
You can, for example, promote your conversion page using an Adwords campaign that takes the user directly to it. You can also include banners on your website directed to this page and even promote it in posts on your website. social media.
This type of strategy can optimize your lead acquisition results. If you generally have a low rate of visitors accessing your website and converting, imagine that you can improve these rates by taking them directly to a page fully designed to make them convert.
This is why it is so important to know how to optimize a landing page.
How to make landing pages that convert
The first tip, as we already said, is to drive specific traffic to that page. It is important, firstly, that the objective of this landing page is clear to the visitor. He must access this page and know what action will take place within it.
To do so, this page must have the conversion path very clear to the user. Do not then place other calls-to-action (CTA) on this page, as the user must be guided to carry out this conversion.
Then, create pages with contrasting cuts, where the CTA should be highlighted in relation to the rest. Typically, colors like blue, green, or orange are used for these CTAs, in contrast to lighter backgrounds.
Another important tip regarding the CTA on this page also concerns the text. There are several strategies that can help you, such as copywriting techniques, largely aimed at carrying out conversions and which can be used to convince the user to complete the registration.
Also keep in mind that if the page has these forms, they shouldn't be too big. The visitor may give up converting if they have to leave too much information.
In short, a landing page can have many functions. You can use it to take the visitor directly to a purchase, to register, to segment your list according to the visitor's interest and also to optimize your costs.
The important thing is that you know how to work these pages within a efficient digital marketing planning.
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Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
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