Having an efficient landing page that allows you to turn potential customers into leads is one of the central challenges of today's digital world. Maintaining the attention of users who land on a site is only apparently a secondary question and easy to solve: having a confusing or unclear window, difficult to interpret or navigate for the user are just some of the obstacles present in this fundamental path for a brand or an e-commerce.
It is a good idea, when approaching this sector, to have some guidelines that allow you to optimize your pages and get results.
First of all, the text: landing pages should communicate the value of an offer easily and quickly, avoiding technical language and aiming for clarity and simplicity. These pages are the pillar of the first impression users will have of the company or brand. It is therefore important to transmit and pass complete information from the beginning, to ensure that the customer is immediately clear what he will get in exchange for his data.
A second useful element is the video one, flanked by captivating and impactful images. According to a HubSpot study, 30% of the best landing pages feature video and graphic content that is not only relevant but, above all, enhances the call to action - the famous CTA.
All these elements, then, need a director who coordinates and harmonizes them, or a page setting based on the experience and fluidity of the user's stay. Navigation should be minimized and accompanied by a clearly presented call to action to help customers grasp the message on the page. Inserting the more classic "Download", "Subscribe" or similar in the upper, central and lower part of the landing page is a good way to increase conversions as it allows the user to always have all the next steps just a click away.
Finally, the last guideline is to create an acquisition strategy based on a set of structured and customized landing pages based on the target you want to reach. In fact, as HubSpot's marketing benchmark reports show, companies see a 55% increase in leads when they submit more landing pages. The explanation is to be found in the strategy adopted, i.e. not only intercepting a specific audience with a dedicated landing page but also building the latter based on the motivations, interests and needs of users.
In E-Business Consulting, a Digital Marketing company active since 2003, you will find the strategy and consultancy for your Lead generation and Performance marketing activities. Contact us for a free, no-obligation quote.
