A landing page is one of the best tools available to a marketer. The beauty of a landing page is that it is very good at what it’s designed to do: get visitors to take action.
A landing page is generally created in a manner where all regular website links are removed and the focus is put on the CTA (call-to-action button) to get visitors to click on it. In a good landing page, every element, including the headings, copy, images, formatting, and CTA, all help to convince a visitor to take action. This is evident from the generally very high conversion rates landing pages have in relation to other lead collection tools.
Now that you know how powerful a landing page can be, let’s look at some use cases where it is best used, and can get you the best results.
One of the worst feelings in life is when you meticulously plan an event, you put in all the hours in making it perfect and you think of everything to make it perfect, but then...no one shows up. It’s gut-wrenching. To avoid such a scenario and to make sure you get the attendance your event deserves, you should look to landing pages as they’re a great tool to get people to sign-up for events and webinars.
A landing page, when designed correctly, will serve as the digital counterpart of a billboard or a poster and invite people to take notice of your event.
So how can you create an event landing page that converts? Let’s look at an example from Framer, for their design and coding conference:
The first thing that catches your eye when you look at this event landing page is how reminiscent of a poster it is. It has got great, eye-catching visuals, a huge headline, and the most minimal use of copy.
Framer, choosing to adopt a no-frills approach to copy, only has a headline, subheading, and 3 lines of copy (one including the CTA) to get people to immediately understand the purpose of the landing page without wasting any visitor’s time.
Below the fold, you see a list of speakers, the schedule and event essentials like location to give a visitor all the essential information to need to sign-up.
Using landing pages to promote ebooks lets you take more control of the promotional process and also lets you bypass publishers, saving you money along the way. Landing pages are a great tool for aspiring entrepreneurs and almost any content producing company to attract leads and also disseminate value to their audience.
You can share your landing page on your website, through forms, social media, or email, and invite people to visit your landing page to understand what your ebook is about. Then if they find value in your ebook, they’ll find a CTA to download the book and acquire an instant digital copy.
Let’s look at how we used a landing page ourselves to promote an eBook we wrote here at Mailmunch:
Because we know we created a high-value book for our audience, a guide on how to use opt-in forms, we knew we had to create a landing page to catch our audience’s attention so they can download the book for themselves.
So we went for the book title embedded in our heading, along with a graphic of the ebook so that straightaway, people would know it’s a landing page for an ebook.
We kept the form fields to a limit of 4 so that people could quickly access the book without filling out too many fields, while also keeping the number high enough that we got quality information about sign-ups (to qualify them for remarketing).
Below the fold, the book’s content is summarized into neat sections where a visitor can get a quick overview of the book and decide if it’s valuable for them. Then at the bottom, you find the same form fields along with the CTA so people can conveniently sign-up there if they wish to do so.
A lot of eCommerce store owners start off on platforms like Shopify, Etsy, Wix, etc to grow their stores. After a certain point, these people tend to use landing pages as sales pages to sell products. This has two advantages:
A landing page as a sales page benefits from a landing page’s design in the sense that people don’t get distracted by navigation menus or other items on your store, they see a product, they read its description and they buy it directly if they like it. You can use landing pages to sell both digital and physical products.
Let’s see how Bellroy used a landing page to sell one of their slim wallet categories:
This is an excellent product landing page that perfectly shows the product's advantage using an animation (although not visible in this static image, you can visit the link above to see the slider animation).
A simple yet powerful heading greets your, ‘slim your wallet’, straightaway expressing the product value. Below it is an animation that compares a side-by-side animation of a traditional wallet with Bellroy’s product, a smart move as the animation serves as a powerful visual metaphor to its advantages.
Below the fold, you’ll find more product features and a menu to customize your wallet and complete checkout, all in a single page.
Another popular use of landing pages is to use them to build up your leads. If you have a blog, churn out regular content or depend heavily on communication, your audience should know every time you publish new material. Creating great content and not informing your audience is like sowing a crop but not reaping its fruit.
To inform your audiences regarding your content, create a dedicated landing page to collect emails. Tell them why they should sign-up, what kind of content they’ll receive and how often you’ll send them emails. If you state all of this upfront, you will find a lower number of people unsubscribing or marking you as spam.
Let’s look at a landing page that does a great job of capturing emails.
ckbk is a digital cookbook business that brings the world’s best recipes online, making cookbook content available to members in one convenient place. Landing pages are key to growing their business as they depend on the leads they capture to sustain their subscription model business.
Finally, use your landing pages as thank you pages, whenever someone signs up for an email list, buys a product or becomes part of an event, thank them with a landing page!
With your thank you page, you can set up all future expectations for your relationships – how often you will email them, what you will send them, etc. You also get the chance to further engage them with content, upsell them other offers and move them down your sales funnel.
AdEspresso redirects you to this page after you request The Ultimate Guide to Custom Audiences 2017.
The cover of the ebook is really well done and it is big enough to get your attention. I like the “2017 update” sticker on the side that proves to the subscriber that the information inside is still relevant.
The copy is really well written. You will notice that even after the opt-in, Adespresso puts some effort into convincing you to read the ebook.
“Customer Audiences are one of – if not the most powerful targeting feature of Facebook Ads. In this eBook, you will discover how to use them like a pro!” The “download now” button grabs the user’s attention and lets the user know how he can get direct access to the ebook.
What’s really smart is the way AdEspresso puts a call-to-action at the end to follow them on Twitter. By asking a question that is likely to get a “yes” answer makes it more likely that people will follow them on Twitter.
This article makes it evident that a landing page is a really powerful tool that can help you accomplish a lot of tasks. The best thing is landing pages can be used for many more actions not mentioned in this peace. The trick is to remember that whenever you want a visito’s undivided attention, direct them to a landing page/
How often, and with what results do you use landing pages? Tell us in the comments below.
Rukham is the Content Lead at Mailmunch. He believes trust should be the basis for all marketing communications.