When you advertise online, either through newsletters, ad campaigns or web promotions, the landing page is your tool to maximize your “return on investment”.
A landing page is a page on your site created specifically for your current promotional campaign. When this page is well thought out and presented, it allows you to:
- Earn the visitor’s trust
- Improve their experience with your brand
- Increase your conversion rate
- Optimize the usability of your site
- Maximize the return on your campaign investment
There are several steps that allow you to optimize your landing page, both in its preparation and in its design.
Building the landing page
Above all, it is important to know your typical visitor, in order to organize your content around their habits.
The value of the offer must be presented clearly and precisely and the content must be relevant. It will be necessary to know how to be persuasive and avoid distractions.
When designing the page, it is important to follow these recommendations:
- The main title is clear and concise
- Use a main image or video
- Present your selling points as a bulleted list
- Use a clear and visible call to action
- Place your important elements above the “page fold”
- Minimize your navigation elements
- Present important descriptive elements of your product or service, accompanied by an image
- If possible, add a customer testimonial to increase trust in your brand
- If relevant, add the logos of companies that use your services
- An easy-to-use submission form
The use of the landing page
In order to maximize your return on investment, certain rules must be followed in order to gain the visitor’s trust and simplify their engagement as much as possible:
- Don’t ask for too much information
- Respect privacy
If you ask for too much personal information from the visitor, they may find the process too complicated and simply leave your page.
Mistakes to avoid
Here are some mistakes to avoid on a landing page:
- A non-optimized or too vague main title
- Use your site’s main page as your landing page
- No consistency between the ad that leads to the landing page and the page itself
- A poorly presented form or presented under the fold of the page
YOUR landing page
When you’re in promotion mode, whether through online advertising, mass e-mailing, or even poster ads, remember that your landing page, if it’s well thought out, will be your ultimate tool for turning potential customers into actual customers!