What is Landing Page? An Absolute Landing Page Optimization Guide

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  • July 31, 2013

Landing pages are an essential component of any well-crafted, effective inbound marketing strategy. Picture these pages as landing pads for the numerous prospects that visit your website. Whether you’re looking to generate leads, sell products, or collect data, your landing pages are where the action happens.

Well-optimized landing pages allow you to take the prospects that you attract to your website and convert them into leads. Investing the time into creating well-designed and optimized landing pages is critical because these are your means for generating leads for your business.

With the growing challenge of attracting and holding people’s attention online, it’s more important than ever to design your landing pages to trigger instant conversions.

This introductory guide will walk you through the basics of landing page creation and best practices that will have you effectively converting site traffic into leads in no time.

What are landing pages?

A landing page is a web page that allows you to capture a visitor’s information through a lead form. Essentially, it’s where your visitors “land” after clicking a call-to-action on your website, blog, offer, or pay- per-click ad on social networks. On your landing page, your visitors will find a form that they can fill out to receive their offer. After submitting their information to your form, they are created as a new lead in your database.

Understanding Landing Page

Landing pages, like any other part of your online marketing arsenal, need goals. Without concrete, specific goals, there’s no way to create an effective page. Your goal should be clear before you begin designing your page. 

You also need specific expectations for your landing page, on which to gauge its success. These expectations can be based on previous experience, anecdotal evidence, or simply wishful thinking. But it’s helpful to have a specific number to compare your actual results with. This could be the total number of conversions, or the number of people who make it past your landing page, or some other number, based on your own goals.

Follow the below best references to learn more:

Understanding Landing Page Experience – Google Adwords

What Is a Landing Page and Why Should You Care - Hubspot

101 Landing Page Optimization Tips – Unbounce

Why Landing Pages Are an Indispensable Part of Marketing – Hubspot

7 Principles From 7 Years Of Landing Pages – Search Engine Land

The Rising Importance Of Landing Pages – DejanSEO

Landing Pages Guide 101: Create Landing Pages that Work – 1stwebdesigner

7 Elements of a Winning Landing Page – Unbounce

Asking “UXperts” — How to Improve Your Landing Pages – Distilled

 

How To Build An Effective Landing Page

Ready to create your first landing page, or improve on a landing page you already have? Here are some of the most important elements to make sure your landing page is working hard for you:

Depending on the type of landing page you’re creating (and what action you want), your primary focus is on hitting the fundamentals of response-oriented copywriting:

Limit Navigation – You brought traffic to a page where they can take the desired action. They will not be distracted! Limit the number of exits from the landing page for your visitors to focus on completing the form. A key part of this is to hide site navigation elements on landing pages.

Deliver Value – First, if you have a valuable offer, visitors can leave their contact information in exchange for your offer. Ask yourself if your offer is attractive to your audience and make sure that your landing pages shows that value.

Enable Sharing – Tap into a huge community of your best (and free!) marketers: your audience.  Add share links to your landing page to encourage your website visitors to share your content with their audiences.

Keep it Short – The longer landing page and form, the more friction is added to the lead conversion process. Keep your lead form short and simple increase your conversion rate.

Test - Like many good practices as you can read about online, the landing page can always use more testing and improvements.

Follow the below best references to learn more:

How to Make a Landing Page That C.O.N.V.E.R.T.S. – Kiss Metrics

7 Key Design Tips for High-Converting Landing Pages [+ Free Templates] – Hubspot

26 Beautiful Landing Page Designs Critiqued with A/B Testing Tips – Unbounce

10 Quick Fixes to Build Killer Landing Page – Hubspot

[How To] Create Landing Pages that Convert & Rank Well in Search – Unbounce

Beautiful Landing Pages: Tips and Examples – Hongkiat.com

5 Ecommerce Landing Pages: Good and Bad - Practical Ecommerce

 

Landing Page Best Practices

It’s important to ensure that the look and feel of your products and services come through in your landing pages. Focus on keeping your language, colors, text, and logos uniform on all of your pages. Maintaining brand consistency will lend additional credibility to your pages and increase the likelihood that your visitors will fill out your form. If your brand is already seen as a transparent and trustworthy source of great content, your landing pages should reflect that image in layout, color scheme, and design.

Follow the below best references to learn more:

Improve the Performance of Your Landing Pages – Google Analytics

LANDING PAGE OPTIMIZATION Best Practices to Lift Conversion – webtrends.com

Landing Page Best Practices – Unbounce

Landing Pages 3.0: How Content & Context Plays A More Meaningful Role – S E L

Mobile Landing Page Optimization – 10 Best Practices for Success – Search Engine Watch

Anatomy Of A Perfect Landing Page – Kiss Metrics

12 useful tips for optimizing mobile landing pages – Econsultancy

8 Best Practices to Optimize Video Landing Pages for Search – Reel SEO

 

Measuring the success of your Landing Pages

The best way to determine the effectiveness of your landing pages is to track the progress of your work through analytics. Set up your analytics to deliver regular reporting. You don’t need to track every data point immediately, but make sure you set up your tracking to measure the success of your landing pages over time.

Follow the below best references to learn more:

Test landing pages – Double Click Google

Using Analytics to Measure Your Landing Page Performance – Unbounce

5 Ways to Analyze Landing Page Data to Generate More Lead – Hubspot

3 Obvious but Overlooked Elements to Test on Your Landing Pages- Kiss Metrics

Why Landing Page Analysis Is The New Rank Tracking – Koozai

5 Actionable Insights to Extract From Your Landing Page Analytics – Hubspot

How Successful is Your Landing Page? The 3 Key Metrics You Need to Know – CopyBlogger

 

Must Read References :

Introductory Guide on how to use Landing Pages for Business – Hubspot

Beginner’s Guide to Landing Pages – Kiss Metrics

Everything You Need to Know About Landing Page Optimization – Unbounce

Building Effective Landing Pages – Marketo

Optimizing Landing Pages: 3 Keys to Increasing Conversion Rates – Marketing Sherpa

Best Practices Guide to Landing Pages – Pardot.com

 

Now you have learned that landing pages are a simple and effective way to convert visitors into leads for your business, it’s time to start building your own landing pages.

You know how to define your conversion goals, determine the intended conversion path, and create specific landing pages to address specific segments of your prospects.

Also you armed with the best practices for creating landing pages for high performance. Remember to focus on the key elements to optimize pages for conversion. Use clear titles, descriptions and designs to quickly convey the value and encourage your visitors to fill out your forms. Keep your visitors focused on completing the form and remove all links and navigation. Ensure that the structure of their ways to capture the right amount of information to qualify your prospects while keeping the user experience in mind.

Finally, with all these new visitors and conversions, you must follow these numbers closely to optimize your landing pages, so remember to allow analysis of sites and check them on a regular basis.

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Raunaq Rayait is a chief marketing officer at Blurbpoint.com and co-founder of MarketingFunda. He helps companies to grow online with his out of the box marketing strategies with over decade of experience in the Internet Marketing his result driven strategies get admired world wide. Now with the vast experience and expertise Raunaq and his team has new goals in the mind to educate the website owners how they can make smart money while discovering the new marketing channels and strategies. If you believe that your business in not dominating its industry and you wish it to dominate. So it is the perfect time you should contact him... He can make the difference.

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