The landing page: an effective conversion tool

Landing pages are the most important pages on your website. It is always the first element to be developed and put online during the creating a website. However, it must be correctly set up and adjusted according to the activity of our company so that it is as effective as possible.

How to set up our landing pages so that they effectively convert our prospects into customers?

A landing page: quesaco?

A landing page, which can translate to landing page or landing page, is a separate page of a website, created around an advertising campaign, the main objective of which is to convert Internet users into customers during their visit.

This is where visitors land when they click on a Google Ads advertising, Social Media or on a link located in an e-mail.

It is used as a lever helping to transform a visitor into a prospect. What differentiates a landing page from a classic web page is the number of objectives on it. A web page can generate several different objectives while the landing page focuses on a single objective, usually through a Call-To-Action (CTA).

Using a single objective on this type of page helps guide the customer to conversion. Landing pages thus make it possible to increase your conversion rate of your web traffic during a marketing campaign and thus reduce the cost of acquiring a customer.

When the visitor lands on your landing page, he must want to carry out the action that you are proposing to him and therefore achieve the conversion objective that you have set. This is why you need to optimize your user experience to maximize your chance of conversion.

Conversion goals

The conversion tunnel that your user goes through can be summed up in 6 key steps:

1. The discovery phase: The visitor does not know you and discovers your company, your services or your products.
2. The curiosity phase: The user has become aware of a need or a problem and is interested in the solution you are offering.
3. The consideration phase: The visitor considers your solution as an offer that meets their problem or need.
4. The decision phase: Your user evokes the concept of a project and decides to release a budget for the proposed solution.
5. The comparison phase: The prospect will look for possible alternatives by comparing your offer with that of the competition.
6. The purchase phase: The prospect proceeds to the purchase of the solution that you submit to him.
7. The conversion is complete!

When designing your landing pages, you need to be aware of where your prospect is in this funnel. Each phase is important and you must not shorten the path at the risk of not convincing your target. It's up to you to know the journey of your audience according to the objective you assign to your campaign.

In the strategies ofinbound marketing, this type of page is most often used to offer an exchange with the user: value-added content for customer information.

To collect this information, there are several solutions available to you:

• Registration for an event such as a webinar
• Fill out a form to receive a white paper
• Download an app
• A subscription to a service via a discount code
• A free trial of a platform, service or tool
• Yes Yes ! You have already seen tons of them and you have certainly already succumbed to some of them! You just have to watch the one from Netflix or Showroom Privé to be convinced

Create an effective landing page

To optimize this landing page to the maximum, there are some good practices to put in place. The bulk of landing pages that convert well work because they implement fundamental elements within their communications.

The structure of the landing page highlights a tunnel of persuasion and these principles can be implemented, regardless of the type of conversion objective implemented and regardless of the target audience.

The unique selling proposition

The unique selling proposition or the Unique Selling Proposition (USP), of its original English name, is a marketing concept allowing you to position yourself against the competition.

This concept is defined by 3 distinct criteria, namely:

• The proposal: which clearly indicates their benefits to consumers/buyers.
• Its uniqueness: what differentiates it from the rest of the competition and therefore makes it unique.
• Its strength: advertising must develop an intensity that is impactful and powerful enough to attract new customers.

Your landing page should communicate this USP in a measured way so that visitors automatically and immediately understand what makes your service or product special. The narration of your offer will be done through the main title, your supporting title and your closing statement.

Your Hero Header

The visitor often relies on his first impression so might as well impress him from the first second. The element not to be underestimated, under any circumstances, is therefore the eye-catching visual (photo or video). A Hero Header is, in web parlance, a banner of variable dimensions that extends horizontally across the top of your page.

This visual should ideally show the context of use of your product/service. Hero Header could translate to the Image of the Hero, so stage the hero of your website to catch the eye and captivate your visitors.

Benefits

The Hero Header and the impactful title associated with it are there to arouse your visitor's curiosity. You then have to start the second phase and convince him.

It is therefore necessary to deploy all the advantages and the different functionalities related to your offer, your service or your product. Engage in writing only positive impacts to your offer as well as its specific qualities.

The development of this valuable list will allow you to convince your audience and convert better.

Social proof

Did you know that your environment has an impact on your choices? The same is true when it comes to buying a product or service. User reviews and recommendations influence our decision-making. If two products are equivalent, we will probably go for the best rated of the two, right?

Your landing page must use this to continue to convince your future customers. Of course, it must be done with authenticity and honesty. Customers don't like cheaters, so don't pretend!

Highlight video testimonials or quotes from your customers, logos of companies that have trusted you, etc.

The conversion goal

I told you a little earlier, your landing page should only contain one conversion objective. Most of the time, landing pages are built around a Call-to-action, or call to action in French (CTA). It can take the form of a single button that takes us to another page of your website or a form to be completed directly on the page to access the offer.

There are many ways to format this call to action so just remember 3 things:

• Use conversational language: we forget the brutal and impersonal “Click here”.
• Make forms short and don't forget the privacy statement to tick before sending.
• Test several versions before approving a definitive one.

You now have all the cards in hand to develop a powerful digital marketing strategy thanks to landing pages! All you have to do is develop your idea and get started!