Having become a must have in e-commerce, a landing page is a formidable weapon in marketing strategy and in leadgen in particular. Indeed, on a business website, visitors can be distracted by all kinds of actions such as subscribing to a blog, filling out a form or subscribing to a newsletter. Most of them can get lost easily. However, on a landing page, the promoted action is unique.
Visitors will know exactly what to do with it. The following Solomon Islands Email List will shed more light on this subject. Also called landing page, landing page or landing page , the landing page is a web page designed to support a digital marketing campaign. This is the page that Internet users land on when they click on an image, button or text that hides a commercial link.
This link can therefore come from a publication on a social media account, an advertising campaign on a website, an email or a blog post. It may even be the result of a search result. This landing page communication tool is essential for generating leads . It is widely used by companies, especially B2B oriented ones, in this case as part of their sales funnel.
The landing page is associated with two major objectives. On the one hand, it is used to collect information on visitors, who will thus become contacts. This is the essence of lead generation . And on the other hand, it facilitates the realization of a specific action such as selling a service or a product.
Define the layout and wording of the landing page
In fact, such a page generally aims at a maximum of conversions of Internet users in identified leads , in qualified contacts then in customers. For a lead generationsuccessful, the landing page must be designed above all to appeal to the buyer persona or target audience. The visual hierarchy, including wording and layout, must therefore be studied very closely so that the most essential elements can be seen first.
This involves the right font, well-chosen illustrations, quality content and strategically placed call-to-action buttons. To all this is added the choice of media used, vocabulary and design of the page. They must all be defined according to the particular target aimed at. This type of page also offers a form allowing access to the mentioned offer.
This can be a video, white paper or ebook download, access to a free demo, a webinar registration, a subscription to a newsletter or, quite simply, the purchase of a product or a service. But whatever this specific action, it must be clearly explained. Define the location of the landing page in the sales funnel The landing page alone will not be enough to convert a certain number of leads into customers. Before and after steps are necessary to complete it.
Define the steps before and after the landing page In digital marketing, the sales funnel, conversion funnel, conversion funnel, or quite simply the tunnel, describes the process that converts unknown visitors into customers. Upstream of this route are normally located all Internet users.
A landing page can hide another …
These people thus access the landing page to take advantage of the offer that interested them in exchange for a form to fill out. By providing their information via this form, they turn into leads or prospects. Then, with lead nurturing, the company tries to maintain a good customer relationship in order to gradually transform them into buyers.
CRM and marketing automation will be the weapons used by the structure to achieve this. Among the registered customers, there are some who may even, in the future, become ambassadors of the brand or the company thanks to a good after-sales service or an excellent loyalty policy. A good landing page isn’t really one without a thank you page.
New leads arrive once after filling out the form fields. This page thanks those concerned and confirms them in their choice. She can even invite new customers to share their experience or make recommendations. This can make other prospects trust the brand or structure more. The landing page is also an additional opportunity to take them to another product or service or even to push them to open a premium account. This is called upsell.