Story: What Is a Landing Page?
The data shows that a landing page increases conversion more than a standard website.
When you click Google Ads, normally it links to a landing page. A landing page offers a specific service/product and tries to persuade a target audience. These ads are shown to people who search for specific keywords that advertiser sets. Simple logic, but make sense. Strategic.
Generally speaking, a web designer can make a landing page, a single-page website. However, a purpose of the website is not a same. A landing page is for marketing, not company’s introduction.
A client may provide a text. You have to think about the sequence of contents and evaluate it’s enough quality of text/message/story or not. As a professional, a designer has to advise about content strategy.
After all, building a landing page will be good practice for web designer. Make a landing page is not difficult, but you have to explain the results to a client. If you can leave a good conversion, you can start a marketing agency.
All I need to know about a landing page
In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. – Unbounce
Basically, we can learn what the landing page is at the Unbounce blog above. Unbounce wrote it enough details.
Terms:
Conversion rates: the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors.
Engaging rates: Track how actively involved with your content your audience is. Engaged consumers interact with brands through “likes” comments and social sharing.
– A landing page focuses on a specific service/product.
– Don’t destruct the audience by navigation menu or mulch buttons if these are unnecessary.
– Google shows ads based on keywords that a user searched. Therefore, a landing page increases conversion.
– Audience visits a landing page through ads, Facebook, Instagram, twitter or newsletter etc. The message/offer has to be consistent.
– 2 types of a landing page, lead generating page or clickthrough page.
– The purposes are for sign-up, learn more, or ebook.
– Keep it short simple and quick. An audience can see benefits and call to action very top.
– Include (authentic) social proof.
– Care about loading time, but a video has a value to try.
– Types of video: testimonial videos, hero background, service/product introduction,
– Mobile-first.
What is a Landing Page?
©Wishpond
– A single focused call to action either a sign up form or button.
– Give away your product/service or gift card. Not an iPad.
– Botton links through to the payment page.
– Collect email address by signup page.
How to Make a Beautiful Landing Page That Converts
©Neil Patel
– Use Instapage and Click Funnels.
– Have an amazing value proposition.
– Copywriting and value proposition are key.
– Keep it short simple, get to the point.
– Show social proof, testimonials, case study, video, figure/number.
– Create a video, 1-3 minutes. Under 1 minutes if possible.
Landing Pages That Convert: 6 Must-Haves for 2020
©Wes McDowell
– One message, one offer and one call to action per page.
I think we can layout a mulch call to action. I often see that.
– The 5 seconds rules
Tell people what you provide, how good for them, what they need to do to get it.
– 3 key benefits
Distinguish clearly between benefit and feature.
– Short, strategic video
Define the problem and how you solve a customer’s problem.
– Social proof
Case study or review, testimonials.
– Features list
One of the content.
The Fogg Behavior Model: Landing Page Design Best Practices to Increase Conversion Rate
©Isaac Rudansky
BJ Fogg Website: I am a behavior scientist, with deep experience in innovation and teaching. At Stanford University I run a research lab. I also teach my models and methods in graduate seminars…
I bought his marketing coarse at Udemy a few years ago. If I am not wrong, he is running a marketing agency in Brooklyn, New York. His company work with Fortune 500 companies, 10K level projects.
– Behavior=Motivation, ability, trigger
– Understand how people behave
– Three types of motivations=sensation, anticipation, social cohesion
– Increase simplicity, ability
– Decrease perceived difficulty
How To Create A Successful Landing Page
©Antoine Dupont
– Landing page, think about Costco and Walmart.
– Landing page is for conversion.
– Less is more. Too many choices make the user confused.
– Scarcity, limited offer.
– Free sample.
– Make it easy.
– Rule of engagement, is this for me? can I trust you? in 5 seconds.
– Value proposition/benefit at hero section, Why/what/how you do?
– Device, desktop or mobile.
– People don’t read, they are scanning.
– Credibility, review/testimonial.
– Identify pain point.
– Several contacts method.
– Guarantee.
– A powerful call to action.
– Video.
– A/B test.
– Incentive, limited choice, test drive, social proof, scarcity/urgency,
The Best Landing Page Software in 2020
©Jason Whaling
I can find a video how to build a landing page on YouTube, but it looks all for an affiliate. They don’t mention costs for software or hosting etc. I don’t know which landing page builder I should use.
I still have to compare at least 2 more videos, but this is good information.
©GetResponse
©click funnels
It’s only Click Funnels, I could not find a price. I don’t like it.
©Landingpages
©Unbounce
©Instapage
©Thrive Themes
A/B Testing Intro: Why, What, Where, & How to A/B Test
©Testing Theory
A/B testing is the act of running a simultaneous experiment between two or more variants of a page to see which one performs the best. – unbounce
– Gather evidence about which one works best
– Make decision based on data
What should we test on a landing page?
– Headlines(core value proposition)
– Longer/shorter headline
– – Express negative or positive emotion
– – Ask a question in your headline
– – Make a testimonial part of your headline
– – Try different unique selling point
– Call to Action (CTA)
– Hero section design
– Short/long form
– Layout
Conclusion: The results is all
After I learned about a landing page, I’m not sure whether the UpWork clients really understand what the landing page is. I feel that they may misunderstand that a single page equals a landing page.
I will bid a couple of projects and confirm the client’s knowledge. Stay tuned.
