Landing page: what is it? Learn how it can be used in your digital marketing strategy
A landing page is one of the elements of digital marketing aimed at converting customers. The goal of this page is to offer the product or service and convert the internet user into a buyer.
For the tool to achieve its purpose, the website must be engaging and keep the customer browsing the tabs and consuming the content for as long as possible. The text must engage and convert your most valuable visitors from the first click.
How to use
The landing page is a great idea, but it must be used very well by the professionals involved. The tool helps page visitors to follow through to the end of the sales funnel and convert into customers at the end of the process.
The form requests some basic information that must be filled out by the Internet user and then the person “earns” a reward for having provided that information.
The landing page strategy is often used in informative content on a specific topic. If the visitor really wants to get to the bottom of the material, they will fill in the information and receive what they are looking for.
The tool can also offer a special offer. The text encourages the audience to fill out the form and, at the end of the process, receive something in return, such as a discount on a purchase or some promotional item.
Relevant and eye-catching content
For those who are just starting out or are learning about the subject, it may seem like a complex tool, but it is not all that. Many software programs are designed for producing landing pages and many communication companies are trained to offer this service.
The ideal landing page should be eye-catching, but not grotesque, and should be included at the right time. To help you understand this better, imagine that your company is a clothing brand. The page can be inserted as soon as the person accesses the website, requesting an email address and offering a discount on the first bill.
Another example is companies that offer specialized content on certain topics. If an internet user is looking for specific material, when they start reading about the topic, the landing page may appear as the visitor reads and, when filling out the form, the person receives the complete material that will help them in their search.
These suggestions can help you identify how the tool can be used within your marketing strategy . But, in addition to knowing where to include it, it is important to have an idea of how to set up this page.
Importance of conversion
Some entrepreneurs or even those who are just starting out in this market come across this strategy and wonder why it is necessary to implement a landing page.
In addition to generating visits to your page, it is important to retain the people who access the content or even the products on the site. Each landing page is personalized, so each contact you gain will have the subject that interested them on the site.
Through the landing page, in addition to conversion, the company can achieve:
- Build a relationship with the person . The company can invest in content that brings the company closer to the visitor, offering them interesting content, generating an increase in trust;
- Customer profile. Through landing pages and the information provided when they are filled out, the company can create a profile of the audience that accesses the website and analyze whether the people reached are the same ones that were in the marketing plan when the strategy began to be implemented;
- Help the sales team. Forms can also be great opportunities for the company to connect with potential buyers;
In addition to conversion, landing pages can have a thousand and one uses, becoming one of the ideal pillars of digital marketing .
Why is it so fundamental?
Through the landing page, when the company has more than one product, it is possible to distinguish one customer from another and monitor their behavior and personality through the information provided in the form.
This way, it is possible to create content or promotions that are more aligned with each type of customer, making the company closer to the person.
The wide consumer acquisition is another benefit. Thousands of calls and interactions with potential clients were needed in the past for methods to provide a conclusive outcome, and the results were frequently unfavorable.
By adopting a landing page and a good advertising strategy, the page can reach thousands of people and attract people who are truly interested in the product or service that your company is offering.
The form is much more assertive and saves more time for the acquisition and sales teams. With the contact details of interested people, the conversation becomes much more fluid and the costs of this acquisition are much lower.
What should a good landing page have?
To have a good landing page, in addition to being eye-catching and relevant, it must contain elements that make the content interesting. But how do you know which elements these are?
In forms used in various strategies, some items are easier to highlight and are extremely important when applying them. Among them, it is important to include:
Offers
Individuals won’t just give up their information without asking first. We have to motivate them to act in this way. Providing incentives like as discounts, promotions, or prizes is a good method to draw in customers.
Content
Of course, this is one of the most important elements in this strategy. An ideal landing page should have a concise title that immediately presents the main theme of the form, a description that clearly and quickly explains what the promotion is about, and some visual content that represents what is being discussed on the page.
Visual elements are also much more eye-catching and help with understanding the text without having to read the page description in depth. Landing pages with visual content are 80% more likely to convert than other pages.
CTA and form information
CTAs (Call to Action) are “buttons” or texts that invite visitors to take some action on the website. In most cases, they are words or expressions that impose this desire on the person, encouraging them to follow the path outlined by the strategy.
However, for this path to be followed, the company must also know what information should be requested and make the fields clear to the customer. Ask for truly relevant data that will help to compose the persona’s profile and signal how important it is to fill in each requested gap.
