When Are Landing Pages Useful?

Mitch Tor Picture

by Mitch Tor | Last Updated: Jul 17, 2022

What is a Landing Page in Simple Terms?

If you are reading this page, chances are you are looking for some guidance on the best way your company can use landing pages in its marketing strategy. Landing pages are a pretty simple concept that gets wrapped up in tech jargon. When you peel back all the gatekeeping, you can begin to understand landing pages in a much simpler way.

Put simply, a landing page is a page that customers see after clicking on a link and getting redirected to a website. Landing pages focus on turning interested visitors into leads. Most commonly this is done by placing a call to action that directs users to a page with a form to fill out in exchange for something. This could be a discount on a purchase for consumers or a download of an industry report for business purchasers. The information from this form is then stored in whichever software the company chooses to store its leads. Then this information is used by your sales team to contact them with the information provided.

These landing pages are frequently paired with other marketing automation software that can tell you which leads are working with in-depth detail.

When are Landing Pages Useful?

Now that you know about landing pages and their general function, when is the right time to design and deploy landing pages? As with most marketing tools, there are going to be certain circumstances in which using landing pages makes the most sense. If any of the following circumstances apply to your company, utilizing landing pages will give you a significant boost.

You’re Hosting an Event

Events like webinars, trade shows, and conferences are excellent opportunities to use landing pages. You can drive people to these events from your website or through third-party sites and then use a landing page to register them for the event.

You Can Use Them for Lead Generation

As we briefly mentioned before, one of the most common uses for landing pages is lead generation. If you want to increase the number of leads that you are generating for your sales team, designing and deploying landing pages is an excellent way to do so.

You Can Use Them for Announcements

If you have a big announcement, using a landing page is an excellent way to do so. You can use landing pages to drive people to your announcement and then use a call to action to get them to take the next step.

You Can Use Them for Special Offers

If you have a special offer or discount that you want to promote, landing pages are an excellent way to do so. You can use a landing page to drive people to your offer and then use a call to action to get them to take the next step.

What makes a good landing page design?

Having a well-placed landing page is only half of the equation, if not less. The other equally important half is designing a landing page that is going to convert. A lot goes into designing a high-converting landing page but there are a few key things that you should keep in mind.

Your headline should be clear and concise

Your headline is the first thing that people are going to see when they land on your page so it must be clear and concise. You want to make sure that your headline is attention-grabbing and tells people exactly what they are going to get by filling out your form.

Your copy should be persuasive

The copy on your landing page should be persuasive and convincing. You want to make sure that you are using the language that is going to convert. Some things to keep in mind are using words like “free,” “limited time only,” and “act now.”

Your form should be short and sweet

You want to make sure that your form is short and sweet. The shorter your form is, the more likely people are to fill it out. You only want to ask for the information that you need. This is a trade-off with collecting more detailed information that you might need, but if your goal is to increase conversion rates, a shorter form is going to be more effective.

Your call to action should be clear

Your call to action should be clear and concise. If your goal is to register for an event, your call to action should say “Register Now.” If your goal is to download an ebook, your call to action should say “Download Now.” By keeping things simple, you make it easy for your audience to follow.

Your page should be mobile-friendly

It is important to make sure that your landing page is mobile-friendly. A majority of people are now accessing the internet from their mobile devices so it is important to make sure that your landing page is designed with this in mind.

Your page should load quickly

You want to make sure that your landing page loads quickly. A slow-loading page is going to frustrate people and increase your bounce rate.

How can I improve my landing pages?

You should use A/B Testing

A/B testing, or split testing, is a process in which you show two different versions of a page to two similar groups of people and then compare the results. This is an excellent way to see what changes on a page are driving the most conversions.

For example, if you are trying to increase the number of people who sign up for your newsletter, you could create two versions of a landing page. One version could have a call to action that reads “Sign Up For Our Newsletter,” and the other could say “Get Our Newsletter Delivered To Your Inbox.”

You can then use analytics to see which version of the page led to more sign-ups. This process can be repeated with different elements on the page until you have a page that is optimized for conversion.

You should use a digital experience platform (DXP)

It is important to create personalized digital experiences for every buying persona interacting with your account. But building enough landing pages for all of your different buying personas by hand could take months. Partnering with a digital experience platform like Lumavate allows you to make hundreds of unique experiences in days instead of years. Using its drag-and-drop creator with all of the landing page capabilities you'd need you can use it to start designing landing pages today.

Landing pages are an important part of any digital marketing strategy. They are a way to convert casual visitors into leads and customers. There are a few key things that you should keep in mind when creating landing pages in order to increase your conversion rate. Your headline should be clear and concise, your copy should be persuasive, your form should be short and sweet, your call to action should be clear, and your page should be mobile-friendly. You can also use A/B testing and a digital experience platform to create personalized experiences for each of your buying personas.

If you want to get started with a digital experience platform today, book a demo with Lumavate today!

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