Landing Page Design

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Landing Page

What is a Landing Page?

A landing page is any web page that a consumer can land on, but in the marketing realm, it’s usually a standalone page, distinct from your homepage or any other page, that serves a single and focused purpose. A landing page is a follow-up to any promises that you’ve made in your content. Essentially, it’s the next step toward a visitor becoming a customer. Your landing page lets you make a trade, some sort of special offer, piece of information, or a deal, in return for providing contact information.

Landing pages can be click-through, leading to another page such as your e-commerce site, or lead generation based. Lead generation landing pages typically offer items like an eBook, free trial, contest entry or webinar registration in return for the submission of contact information. A good landing page will do its job by convincing a potential customer that it’s worth it to provide personal details in return in exchange for whatever you have to offer. Landing pages can be found through a general search or via your company website, increasing the likelihood that a potential customer will end up there.

There’s no need to have just one landing page or even just one landing page at a time. In fact, experts in the marketing world probably suggest that you maintain multiple landing pages, targeted toward segmented customer populations.

What is a Landing Page?

A survey on the effectiveness of landing pages highlighted interesting statistics. 68.2% of landing pages contained more than five call-to-action links, even though it resulted in only 10.5% conversions. On the other hand, landing pages with only one call to action resulted in 13.5% conversions.

The value of social proof on landing pages was confirmed by the fact that conversion rates for landing pages with satisfied customer reviews, photographs, and social media posts are 12.5% compared to 11.4% for pages without social proof. Desktop-only versions of landing pages had a 10.7% conversion rate, while mobile responsive landing pages had an 11.7% rate.