Set the Stage with a Great Landing Page!

Why Use a Landing Page?

A key component to converting online customers are landing pages. A landing page serves one purpose, to drive conversions. It's a single webpage that encourages user to take a specific action.

Some pages are considered to be "sales" landing pages and often want users to do many actions, but a well built landing page will only call for one action. Another interesting stat shows that websites that have ten to fifteen landing pages get 55% more conversions compared to brands who have less than ten.

The main benefit of a landing page is to eliminate distractions and to keep the user's attention locked in on one specific goal. Landing pages don't allow anything that the user may steer users away from converting. Other reasons why landing pages are necessary to succeed in digital marketing are:

• Useful Data and Insights –– You are able to track traffic behavior and insights.
• Better your Paid Ad Success –– Ad quality scores are higher and result in more views on landing pages.
• More Conversions –– When landing pages are used right, conversions increase!
• Higher Brand Awareness –– Landing pages repeat your logo, colors, and the rest of your brand.

Landing Page vs. Home Page

When users interact with a campaign, they are led to a landing page call to action, or desired action. A home page focuses on a broad range of information and allows users to choose where they want to visit and what action they want to take. Below is a table that shows the differences between homepages and landing pages.

Who Does it Best?

There are many companies who use landing pages, but it's a matter of if they use it effectively and strategically –– not all landing pages create results, but here 3 who do it very well:

Uber

• Here you can see there is one call to action, "Sign Up to Ride." There are no distractions or clear ways to exit this page, very nice! The logo is on top, and the green call to action button is noticeable.

Slack

• The scrolling feature allows users to stay on one page instead of having to look through a long series of text.
• The call to action button is intriguing, bright, and uses the word "free" in it.
• There is only one form field, email entry, making it more likely for people to complete.

Adobe

• What makes this landing page great is the headline –– Students and teachers 60% discount is the most prominent text.
• Also, the price reduction, showing the original price and then the discounted price. It becomes much more appealing.
• Finally, the active/interesting verbs –– create whenever, make it then PDF it, get inspired, make the leap.