What is a Landing Page?
The purpose of a landing page is to attain visitors’ information in exchange for a desired offer. To put it simply, a landing page is a web page that captures information and serves no other purpose or distractions.
Business webs usually include a call to action that gives rise to the audience appearing on the landing page. From there, audiences are convinced to give their details and normally for an exchange of valuable information or goodwill provided. On the other hand, the businesses will then use these gathered information for future marketing plans.
Factors on Landing Page
A business logo helps to make a strong impression and it is something that differentiates you and your competitors. As a business logo helps to promote brand loyalty and reliability, a logo on the landing page can better convince visitors to provide their information.
- Introduction, Title or Headings
An introduction is there to simplify professional terms and keywords to let the audience know the topic. A landing page title usually defines the purpose of the page. Short and straightforward titles or headings can help visitors understand the purpose of the landing page and perhaps provide them with what they are looking for.
- Hero Shot
Hero shot refers to an image that defines the presentation of what they are purchasing or seeking for. A high quality and excellent product shot is usually linked to a high conversion rate because pictures speak a thousand words.
As the hero shot is probably what the visitor sees the first thing he or she lands on the page, the hero shot is therefore an important factor because it sets the tone of the page.
- Unique Selling Proposition
A Unique Selling Proposition is also known as Unique Value Proposition (UVP). It is a marketing strategy provided to the audience so that they know what is it that distinguishes between you and your competitors. It is also there to inform audiences how you will solve their needs and how your product or service is more desirable than the competitors in the field.
- Call to Action
A call to action is a prompt on the landing page that tells the audience what is the next action to be taken. Without a call to action on the landing page, potential consumers may not understand or know what to do for the next step which kills the possibility of conversion.
A good call to action is able to draw attention and guide audiences throughout the process to reach the desired end.
- Testimonials and Reviews
Testimonials are formal statements by individuals with influence or authority to testify and do promoting on the branding. For instance a beauty blogger to testify on a beauty product or a doctor to testify for a health supplement. Testimonials or reviews can also come from existing consumers, the ratings and evaluations that come from their honest opinions can help to increase the credibility of the product or service.
Testimonials and reviews are a good way to increase conversion rate especially for start up businesses because they may not have a strong base in the digital world. These statements are all a part of evidence to showcase the business’ trustworthiness.
A good landing page needs to have a strong impact on the visiting audience because that is the first step for the business to attain consumer information in exchange of the offer provided to them. With that said, a landing page consisting of clear and concise wordings delivered to the audience can have a higher chance of conversion rate.