With good landing pages, you can generate more contacts, inquiries or orders. Here the visitor decides whether he wants to find out more, order something, start an inquiry or leave your website.
A Landing Page referred to in online marketing a specific page of your website. A visitor “lands” on this page when he calls up a link in an advertising medium This can be a banner, a button in an e-mailing, a search result in search engines or a link on a print ad. The landing page is thus an important link to the page that should lead to the actual purchase or an information request.
A landing page has a strategic goal: it is informative and design-oriented so that the user carries out the action you want. The landing page’s task is to turn visitors into qualified prospects or customers. This differentiates the country page from all other pages on your website, such as the homepage, i.e. the start page of your company website. The landing page is designed exclusively for the advertising medium and its target group.
Every second Internet user decides after a maximum of eight seconds whether he leaves a website or whether he continues to find out more. The start page of your website is not always suitable as a destination for advertising material. If you advertise a specific product or service from a wide range, a prospect will usually not find it immediately on the homepage. Land pages , however, focus on a single product. This is presented without distraction. A response element enables the visitor to contact you quickly and easily.
If you advertise on the Internet, you should also think about how you want to receive your visitor on your own website in addition to the design of the advertisement. Well-designed landing pages have a major impact on conversion rates. So that country pages lead directly to a purchase or an inquiry, you should pay attention to a few things when building.
I would also like to show you this using a sample landing page optimization. I chose an example from the insurance industry. Because the market is fiercely competitive and the generation of traffic can e.g. For example, search engine advertising can cost one euro and more per click. The pages have to convert accordingly so that advertising costs and generated sales are in an acceptable ratio.
Let’s start a search on Google for “insurance business consultants”. The intention of the search is very specific despite the generic terms. A management consultant wants to protect himself and his company and is looking for insurance. However, it is not yet clear whether the searcher is in the conversion phase and wants to take out insurance immediately or whether he is still in the information phase. To optimize the countryside, this means satisfying both interests.
Landing Page Optimization Tips
Tip 1: “Talking URL”
The address of the landing page should already be easy to remember and encourage you to take the action you want. So-called “speaking URLs” are suitable here. For example, if you would like to sell a catalog, the address could be www.domain.com/NamedesProduktes/Katalog.html.
Tip 2: make reference to the display
Establish a clear link between the ad and the landing page. The visitor does not know beforehand where he will land when he clicks on a link in an advertising medium. Enable him to find his bearings by continuing the content, language and visual display on the landing page.
Tip 3: less is more
A landing page has only one goal: to generate an information request or a purchase. Simplify navigation of the page as much as possible, only present the advertised product or service and do not use any unnecessary navigation elements that could distract from this goal.
The landing page will certainly work in the information phase and in the conversion phase. Therefore, you have to look very carefully at how much information is good without losing the user who is in the conversion phase. And that solved the page very well. A user can find out more about accordion menus and PDF downloads without having to leave the page. On the other hand, this information does not inflate the page unnecessarily and keeps it lean and clear.
Tip 4: unique selling point
Communicate clearly added value and benefits on the land side within a few seconds. Describe advantages over competitors, special product characteristics and unique selling points in a short and concise way. This information should be visible without scrolling. The short stay of the customer means for you that a quick conviction must be guaranteed.
Tip 5: create trust
In the countryside, create trust in your offer and your company. You ensure this by answering all of the visitor’s questions from the start. Communicate that you handle personal data seriously. References from satisfied customers, guarantees and quality seals also reduce inhibitions on the Internet. You can offer information about your company via an external link in the imprint of the page.
Insurance is a matter of trust, so the representation of trust elements such as seals and certificates is important. A Trusted Shop’s widget scrolls on the sample page in the desktop display and is always in the visible area. In the mobile display, the seal is shown in the header and disappears when you scroll. This is also okay since it only has to be perceived subtly. In the course of the page, customer testimonials from Trusted Shops reviews are displayed and in addition to Trusted Shops, other seals are displayed in the footer.
Tip 6: call for action
At the end of the landing page, there should be a direct call for action. Formulate your offer again in a few sentences and tell the visitor what he has to do to benefit from these advantages. Encourage him to make a request and explain how it works.
Landing pages should prompt specific actions. In the case of insurance for business consultants, these are different options that are integrated several times on the page:
- First contact for inquiries by phone or email
- Request for a personal consultation
- Specific request, for example via a configurator
Tip 7: simplicity
Make the contact option on the landing page as simple as possible. Use as few form fields as possible in forms. Ask only the most important information. The longer a user has to spend filling out a form, the greater the risk that he will cancel the process.
Tip 8: clarity
Look at your landing page from a visitor’s perspective. If the following questions are clarified during a quick glance, visitors have a good orientation on your country side:
- Where am I?
- Will my expectations be met?
- Can I find everything?
- Am I convinced?
- Where do I click now?
- What do I have to do?