The principle of landing page was used for the first time in 2003 by Microsoft to boost sales of the Office suite.
What is a landing page?
Every page of a website can be a landing page; but that does not make it a landing page in the strict sense – The landing page is considered a page that has only one function, one goal at a time.
A home page, although it may contain a form, acts as a hub. It redirects to multiple pages rather than focusing on one action. This is not a landing page. A landing page is like a store window. Its role is to turn a simple way to prospect.
What makes up a landing page?
There are a lot of components in a landing page but let us just focus on the 3 major ones for now:
According to Conversionxl, value proposition is the primary reason a prospect should buy from you. For example, explains how your product solves customers’ problems or improves their situation (relevancy), delivers specific benefits (quantified value), tells the ideal customer why they should buy from you and not from the competition (unique differentiation).
It is the section that provides details of your offer and attracts visitors that would be interested in your products or services. For example, what are the advantages, benefits, features/services that will solve their problem, and the use of other customers’ opinion or press testimonials to show your visitors that your website has been used successfully to satisfy many other people.
“In marketing, a Call-to-Action (CTA) is an instruction to the audience to provoke an immediate response, usually using an imperative verb such as ‘call now’, ‘find out more’ or ‘visit a store today’.” (Wikipedia)
You want your visitors’ attention retains by the webpage. This means, in terms of the webpage design, you need to think about the best way to implement this element and make your visitors to follow through and complete a more demanding request.
Who uses landing pages?
In fact all organizations that need to collect leads should use landing page.
For what purposes?
This may be :
- an insurance company, a bank to acquire new customers
- a car manufacturer to try a new model
- an association to recruit new donors
What technologies are needed?
Everything depends on the context, your purpose, your goals and your organization. For a limited and temporary measure, a “simple” static page using HTML, CSS may be sufficient. For a more complex and permanent device, there are many solutions to give a hand to the marketing department to create and maintain landing pages and related tools.
What make a landing page successful?
Of course it is for you to determine a goal. What volume of leads do you expect?
The Kissmetrics Blog provides the following C.O.N.V.E.R.T.S. guidelines for an effective landing page:
- C = Clear Call to Action
- O = Offer
- N = Narrow Focus
- V = VIA: Very Important Attributes
- E = Effective Headline
- R = Resolution-Savvy Layout
- T = Tidy Visuals
- S = Social Proof
Any good examples?
The Hubspot Blog summarizes a list of 16 best landing page examples:
- IMPACT Branding & Design
- Inbound Emotion
- Velaro Live Chat
- University of California, Davis
- Conversion Lab
- Industrial Strength Marketing