What is a landing page?
Many of you know what a landing page is, others will hear the term or its equivalent in English, landing page.
The name itself already defines the concept quite well, it is the page that users of your website arrive at through an external medium: search engines, advertising, social media campaigns, e-mail marketing…
Making a great generalization we could say that all our pages indexed by Google are landing pages, and it is true, but the ones that interest us are those that receive traffic and/or are specific to a campaign.
Different sources of traffic, different objectives of our landing page
Surely we have pages that provide us with good results in search engines and others made for the occasion of an advertising campaign or social media. Not only because the great objective of each page is different, but because the origin of the visit is different, we must work each landing page differently.
If the user comes across an advertisement, they likely have the idea of buying a product or contracting a service, and they know very well what they are going for. On the other hand, if a user does a search on Google and accesses our page, he may want to buy or may just be looking for information.
Every landing page should have a goal.
If we have placed an ad, it is clear that the objective of our landing page is to sell, on the other hand, if we have shared a link to an entry on our blog, what is the objective of this page?
Each page has an objective, not necessarily to sell, so when we even share articles from our blog, the page must seek a result beyond reading the article itself. One of the most interesting objectives to pursue with a blog can be the subscription to the newsletter, if this is our case we must take it into account when designing the blog. Surely you have even seen blogs that if you enter for the first time, and not so first too, a window appears with the benefits of subscribing to the newsletter. It is an aggressive technique but it can be a good option in some cases.
But maybe we don’t want to promote our newsletter, but it generates a community. For that, it may be necessary to give a lot of importance to the comments, among other things we can ask them to comment at the end of the post. Or perhaps we want to generate some traffic thanks to social networks or they are interested in our services or… Come on, each page of each website is a world, and only you can know the objectives you are looking for.
What elements make up a landing page?
There are several fairly common elements and other alternatives depending on our audience and our objectives.
The core of a landing page must have an attractive title, content that invites you to continue reading, and a call to action, whatever it may be. Without these 3 elements, we are lost, so, conveniently, we know about copywriting to achieve good results.
The “extra” elements can be from images or videos to playing with sizes, fonts, and colors. Many psychological studies reveal very interesting information on these aspects. For example, it is not the same to offer a limited-time offer in red, which invites you to hurry, than to use pastel colors to offer serenity.
Analytics is your friend
Beyond the specific campaigns, which we must work on thoroughly, the best way to detect possible good landing pages is to use Google Analytics to find out first which pages receive the most traffic, and second which offer better conversions. With this, we will get an idea of the behavior of users on our website.
Surely we are in for surprises, so it is best to be flexible and always think about the user. As a general rule, it is better to try to increase the conversion rate of a page that offers good results, than to seek to generate traffic with one that nobody visits.
Try and failure
With the statistics in hand, it is time to make improvements to the pages to achieve better results. For this, A/B tests usually work well, which allows us to send traffic to 2 versions of the same page, to find out which one works better.
To carry out these tests we must introduce the changes one by one, to know the elements that work and those that do not, in the easiest way.
It is possible that you did not expect that each page of your website could be considered or used as a landing page, so with this new information you have work ahead to continue improving your project.