A landing page is a stand-alone web page within a website designed for the sole purpose of generating leads or sales for a specific digital marketing campaign.
Therefore, it is the URL where users arrive after clicking on an email, advertisement, web link, or any other digital placement.
If we consider the purpose, there are two types of landing pages:
Those that seek to close sales, i.e. are 100% transactional and are known as sales pages.
And those that aim to capture leads or subscribers to feed sales funnels.
Both typologies work under very similar design principles and elements.
However, the differences in copy, images, lead magnets and CTAs used are important.
The top 25% of sites have a conversion rate of 5.31% or higher, while for the top 10 percentile the conversion rate is 11.45%, five times higher than the average.
So… What causes such different results?
The right combination of the 8 principles of Landing Page design.
We recommend you to use these principles when designing landings pages:
This principle consists of breaking the harmony of a uniform design by introducing a change in an element or group of similar elements to capture all the user’s attention on that particular element.
An anomaly is the presence of an irregularity in a design where regularity still prevails.
It marks a certain degree of deviation from general conformity, which is a slight or considerable disruption of the overall discipline.
Providing directional cues to your visitors will ultimately encourage them to consider your offer.
At worst, it reduces your bounce rate.
And at best it increases your conversion rate.
That’s how simple we use the principle of direction to guide the user by creating the illusion of movement within the design.
Everyone talks about the goodness of landing pages and their great power to convert traffic into customers almost effortlessly but the truth is that the average conversion rate is around 2.35%.
At first glance, it doesn’t look spectacular.
Of course, the problem is not in the landing pages themselves but in the way they are designed and used.
Creating an effective landing page means ensuring that the user gets what he or she is looking for.
To do this, consider the following points in your landing pages:
If you know how to create an effective Landing Page, these are a great tool to drive traffic from a marketing campaign to a specific product, service, or offer.
They undoubtedly help to improve your conversions and increase the profitability of your website.
And they even allow you to build a database of potential customers.
However, you will only get spectacular results if you master the science and discipline behind their design.
And that’s where IsocialWeb can help you, ask us for help here:
A Landing Page is an essential resource to increase your business conversions and reduce the ROAS or cost of acquisition of your digital marketing campaigns. Knowing how they work, the types that exist and the tips to design them is essential to make your digital marketing strategies profitable.
Designing the perfect Landing Page is a combination of elements, web anatomy, and design principles. Summarizing as much as possible, every landing page should contain 5 essential elements → Element 1 – Unique Selling Proposal → Element 2 – Hero Shot: a highlighted video or graphic → Step 3 – Clear benefits for the customer. → Step 4 – Social proof and assurance to reduce friction. → Step 5 – CTA that motivates to act.