Importance of Landing Page
In the present competitive digital scenario, it’s insufficient just to have a website and hang tight for ‘your people’ to discover you. You need to attract the right audience and craft a compelling journey to carry a visitor from initial awareness to valuable conversion . Sending your hard-won web traffic to an under-optimized, generic, static page is one of the best ways to waste your time and money. That’s where an optimized landing page comes in.
It has been said that visitors decide whether or not to leave a site within 5 seconds of landing . Talk about a first impression! Regardless of your website’s goal is to sell products, generate leads, generate phone calls, or anything else, using and optimizing landing pages will ultimately lead to higher conversion rates and more business for you. One of the biggest misconceptions about websites is that all of the traffic should be sent to the homepage. Imagine what would happen if all of Mumbai City’s traffic, no matter where each vehicle wanted to go, had to drive through “the gateway of India”, the “HOMEPAGE” of Mumbai. After seeing the mess, most drivers wouldn’t go at all. Of those who did, the majority would give up before ever reaching their destination. While given an absurd example, this is no different than traffic coming to your website.
Everyone who wants to run an effective campaign at some point is obsessed with how to make the best landing page for themselves. One Goes around surfing the internet just thinking they would find the steps on how to make an effective landing page but making one is not merely a food item for which you can just add the ingredients, follow the instructions and make it work. Having said that yes, there are a few essential points to keep in mind while making a landing page and to reach to the level of making the best working landing page depends on how much you have achieved your goals through them.
Let’s Understand a landing page better…
A landing page is a web page that allows you to capture a visitor’s information through a lead-capture form also known as a conversion form.
A good landing page will target a particular audience, allowing visitors to download your free content or redeem other marketing offers such as free trials, demos, or coupons for your product. Creating landing pages allows you to target your audience, offer them something of value, and convert a higher percentage of your visitors into leads, while also capturing information about who they are and what they’ve converted on. Now it is necessary to keep in mind when you’re providing them with an offer,your offer should exceed the value of what you’re receiving from the customer. For instance, you cannot go asking them their credit card credentials while you offer a free ebook or a free trial of your product or service but if you offer them with something valuable like a free subscription for the first month in return for their email or phone number, they wouldn’t hesitate as they have got nothing to lose but there is certainly valuable gain. After all who doesn’t like free gains.
The purpose of a landing page is to attract and engage the right audience and bring them to a defined call to action.
Let us assume that you are searching for a specific type of backpack and while searching for it on the internet, you come across this blog which says that they have all kinds of bags to offer along with the call to action button for each bag such as leather bags, sports bags, sling bags, backpacks etc and you click on the backpack Call to action button and it redirects you to the website’s homepage. It is clearly understood that you will lose interest as now u have to figure out where exactly is the backpack page on the entire homepage. Here is where the accuracy of the landing page comes into the picture. Simple rule “Provide what you promised”.Now if instead of the homepage, if you were directed towards the backpack page, you would have at least given the thought of purchasing it. Nowadays everybody is on the go hence whoever is making the landing page should know that every second the potential customer spends on your landing page should be made worth it.