The Landing Page - what exactly is it?

A landing page is a page where a visitor arrives (lands) after clicking on an online ad. Its purpose is to encourage a potential customer to make a purchase or other promotion (e.g., subscribe to a newsletter). That’s why with a cleaner landing page, we can make sure the visitor is getting exactly the conversions we’re aiming for instead of losing it on the page.

Types of landing pages 

We can distinguish two types, depending on their end goal:

• if the goal is lead generation, the landing page is usually the interface where the visitor can enter their information on a form, subscribe to a newsletter, request notifications about events, and so on.
• and if shopping is the primary goal, the order can start directly from the landing page (e.g. product selection) or take place on the site itself.

When does a landing page best reach its goal?

Goals define the elements you should include on your page.

Generally speaking, as the goal is to keep the user's attention, incoming pages with demanding images, attractive and concise text, and a well-removable action button are effective. Also, keep in mind that the visitor is coming from an ad so that there is a clear consistency in how the two are connected.

The structure of a landing page 

The look of the page should be an integral part of the ad so that the user does not feel that he is in the wrong place after clicking; include a concise, short campaign message in the header of the website.

Provide all the exact information in a headline and a less emphasized subhead, where we describe the essence of our product, service and of course our current promotion in a few sentences.

Perhaps one of the most important, indispensable elements should be a “Call to action”.  An action button that will get the visitor to take action - and of course, we can measure the conversion later (eg.: whether the document offered is a DOWNLOAD, a PURCHASE, or even the upload of the form).

For an existing landing page, you shouldn't neglect to track results, continuously optimize, or reduce text if the bounce rate is high, or shorten and simplify the form if most visitors drop out at that point. And if you see a high number of mobile visitors, it's a good idea to test how easy it is to convert from a mobile device.

Of course, it can be much more nuanced than that, but in the first round, it is enough to be aware of that much. For the rest, there are digital marketing agencies like White Elephant Digital!