The landing page

Table of Contents

A landing page is a specific web page on which some Internet users are sent back after clicking on a link (advertising, newsletter, partner content) to carry out a concrete action (purchase, response to a questionnaire, sponsorship).

 

The landing page has a unique purpose

Indeed, it is an immutable rule of the landing page. A landing page = an action expected from the user who visits it. It can be :

  • a purchase
  • an event registration
  • an exclusive pre-order
  • a donation for a cause
  • a form (satisfaction, market research, request for information)

This action is the raison d’être of the landing page, and must be designed with this in mind.

It is designed to achieve this goal

If the purpose of the landing page is to make the visitor aware of a problem that one of your products or services solves, only talk about this product or service, no need to present all your ranges in addition.

If your landing page is there to generate subscriptions to your ecological newsletter, list the main reasons to subscribe to it and then indicate that you just have to fill in the form below

In a word: your visitor doesn’t have the time, you have to go straight to the point, being clear about the benefits brought by what you offer.

Its performance must be measured

Without performance analysis, no optimization is possible. Here are some metrics you need to analyze 

  • Page loading time: if your page takes too long to load, no one will see it.

  • Time spent on the page: estimate the time needed for the user to make a decision to perform the action you are asking for, and compare it to the actual data.

  • Conversion rate: the conversion rate is the % of visitors who perform the requested action compared to the total number of visitors. It is the most important performance to observe.


It can reduce your Facebook advertising costs

Every Facebook ad you serve is rated by Facebook based on a number of criteria: engagement, click through rate, conversions, and also the time spent on the landing page.

If your landing page retains enough visitors and converts reasonably, the Facebook algorithm will associate this with a good experience for its users, and therefore increase its diffusion to the target audience. You get more diffusion, so more people are exposed to your ad, it increases your conversion rate, without increasing your campaign budget.

Your landing page should be dynamically tested

Just as your advertising campaigns include different visuals, photos, videos and teasers, in order to find the most effective advertising, the landing pages must also be optimized for the same purpose.

Because if you find the best combination of advertising but your landing page is not subject to the same regime, it’s less money saved!

Some existing tools available to SMEs

There are a multitude of sites dedicated to the creation of landing pages.

In fact, no technical knowledge in html or css code is required. All the tools offer dozens of pre-built templates, and simply fill them with your text, images and videos.

Here is a non-exhaustive list of the main landing page editors:

  • Landingi
  • Unbounce
  • Instapage
  • Leadpages


Note: many email marketing platforms today integrate a landing page editor, which allows for better centralization of marketing tools and unified performance analysis. (Example: Sendinblue, GetResponse, ActiveCampaign)