A landing page, also known as a landing page, is a type of website widely used for digital marketing strategies, especially in paid strategies such as Google Ads or Facebook Ads.

This time we want to talk to you more about what a landing page is, its importance, and some tips for designing a good landing page that helps convert.

What is a landing page?

Landing pages are Websites focused on converting visitors into customers, that is, capturing the attention of visitors so that they leave us their data and become a potential client of our brand.

These types of pages have fewer distracting elements, and focus all the content on Capture the user's attention and motivate them to leave us their dataWith this data, we can continue to nurture our database and work with these leads to convert them into loyal customers of the brand.

How do you use a landing page?

As we mentioned earlier, Landing pages are used in payment strategies like Google Ads or Facebook Ads, since this is where users land when they click on your ads.

But they can also be implemented within a website, especially within a blog post, where there is a button that offers some benefit, such as downloading an ebook, and that takes them to a landing page so they can leave their data.

Landing pages can be used for:

• Get subscribers: one of the most used forms of landing pages. With the data that people leave us We will be able to carry out email marketing strategies that help us nurture the user so that they acquire our products or services. For this type of strategies, They must give some kind of reward in returnAmong the most common are the downloading of ebooks, infographics, tutorials, or resources that users can use.
• Generate leads: When a customer knows what problem they have and is looking for solutions, a good ad and a good landing page are required that respond to their concerns, and that isPlease leave us your details so we can contact you later.
• Remarketing: It is very common for a person to enter a website, thinking that there they will find the solution to their problems, but, either due to lack of information or because they are still in a state of indecision, Remarketing ads can be created to try to recapture that user's interest.Here, the ad and the landing page are designed for that user who already knows us, so new information is offered that they did not find before, so help you in your decision making process
• Direct sale of products and services: Landing pages can be used for sales campaigns of products and services. They are especially used for new product launches, special discounts, or the brand's star product or service. Keep in mind just advertise a product or service; If you advertise 2 or more products or services, you will only increase the user's doubt about which one to choose, and you will make them leave your landing page in the blink of an eye.

Tips for designing a good landing page

A A good landing page is crucial to achieving good resultsIt not only has to be pretty, it has to respond to the problems that people have, and make them feel comfortable about leaving us their data.

The following tips that we will give you are a compilation of great digital marketing experts such as “Antoine Dupont” and the blog of “The Culture Of Marketing", which offer us simple tips that will have a big impact when you launch your landing page.

1 Keep it simple: Less is more.

When designing, it is very important that you keep it simple, free of elements that may distract the user from the main objective.

Remove elements like the menu or social media from the first screen they see (also known as Above The Fold), so they don't get curious and leave the landing page.

2. A captivating main message

The first screen that users see is the most important, since it is here where they They decide whether to continue looking at the content of the landing page or whether they will leave immediately..

The main message must connect with the dilemma they have, respond to their internal need and explain how we can help them solve that problem.

Accompany it with an image that illustrates what you offer and a good call to action that makes them want to leave their information.

3. Include the benefits you will get

When you are writing the benefits, Always think about what the user will get when they purchase your product or service.

It doesn't have to be a huge list of benefits, it can be the 3 strongest benefits that solve the user's need.

4. Include an empathy section

In this section you must express that You understand your user perfectly, that you know the problem that torments him so much, and that you know how you can help him.

When users feel understood, they trust the brand more and are more likely to leave us their data.

5. A video says more than an image

Videos are a great conversion tool, it has been proven that A good video, it has an 80% more conversion, so consider including a 1- or 2-minute video. The video should contain:

• The benefits it brings to the customer.
• The Process of how the brand does it.
• How you can purchase the product or service.
• A call to action.

When planning your video, always think about your customer, be empathetic and let them know that you are there to help.

6. includes the testimonies

Testimonials help convince users that your product or service really helps them solve their problem: “If that person who commented is like me, and it worked so well for him, it will work for me too.“That’s what your user will think when they read the testimonials.

Include the person's photo, name, whether he or she holds a position, and the testimony provided by him or her. You can include between 2 and 4 testimonies.

7 Contact form

The form is where users leave their data, so that you can contact them later. The problem that forms often present is the number of spaces that the client has to fill out: if there are too many, the client will be lazy to fill them out, and if there are too few, there may not be enough to find out more about them.

Think of each space in the form as an opportunity to learn more about the user and be able to provide more personalized advice. Depending on the audience you are targeting and the information you need, you will need more or fewer fields in your form.

It is very present that this form have a legal notice that they must accept, regarding the use that will be given to the information that you are providing us, you must also have a link to said terms so that the user knows this information.

8. Responsive design

It is very, very, very important that you pay special attention to the Designing your landing page for mobile devicesAs we have mentioned on other occasions, there is more traffic to websites from mobile devices than from desktop computers.

So it is very important to think about the user experience when browsing from their cell phone or tablet. Likewise, this is important, since Google, in its search results on cell phones, only displays ads and websites that have a responsive website.

9. Create a thank you page

After the user leaves us their data, or makes a purchase on our landing page, we must redirect them to a thank you page, and invite them to continue browsing our website now, so that they can learn about other things we can offer them.

The thank you page is also a way we have to measure the effectiveness of our landing page, since we can Set up a measurement goal in Google Analytics Every time a person reaches this page, the logic behind this is that if they reach the thank you page, it is because they performed the action we wanted.

10. Measure, buy and improve

It is often necessary to perform A/B tests to obtain better results. With this type of test, 2 landing pages are created, which contain different messages, images or forms. Users will arrive at one or the other page and with the analytics that they give us, we can know which has a higher probability of conversion.

We can then dedicate our efforts to optimizing the landing page that gave us the best results to further increase its efficiency.

In short, a landing page is a page dedicated exclusively to conversion, is the tool that complements most of paid advertising strategies and that makes the difference between a winning strategy and a total failure.