landing page

A landing page is just like a digital entrance hall for visitors. Your landing page welcomes all those who have clicked on a link, banner, post or tweet. The name is appropriate. It enables a soft landing for your visitors so you can then woo them into becoming your clients. The page must be carefully designed and well optimised, as details really count. Spending time on your landing page is investing in your campaign’s ROI. Now that your visitors are waiting on the doorstep, all you have to do is let them in. To do this, we have compiled a range of top tips to create the perfect landing page.

Landing page essentials

A landing page is an extremely visual marketing tool. To ensure that yours will be successful, we’ll go through some key elements which are likely to impact the success of your campaign.

  • You need a carefully-chosen and inspiring cover image which bears a direct connection with your subject. This should give your background, details of the product and an inspiring image to instill customer desire for your product and build trust. In certain cases, you can also add a video for increased momentum. However, be sure to provide a fixed image which replaces the video in the case of the mobile display. With video, not only can the download time be too long, but data consumption can also be a concern.
  • You need a powerful headline, and whether in the form of a question or a clear statement, the heading has to be engaging. Depending on the subject and purpose of your landing page (white paper, newsletter, special promotion, product page etc.) the title must be clear and understandable, as this influences the conversion potential.
  • A call to action to stimulate engagement. Accompanied by an appropriate tagline, the CTA should be found in several places on the page, potentially with several different formulations. What counts is that the first CTA is visible above the scroll on all devices.
  • As part of a campaign for a white paper, training or webinar, you can share an extract to give an idea of the tone and style of content as well as two or three testimonies. These need to be genuine and come from real people (forget using stock images, as these will damage your credibility).
  • Share buttons for social media – this is always a useful tool for sharing a good offer online.
  • A form for conversion. This is one of the most important factors. Which is why we’ll approach this in detail below.

Note that each of these variables can be tested individually as part of an A/B testing approach. This is a good practice which will guarantee maximum optimisation for your landing page.

Creating a successful download form

Essential and indispensable. The download form is how you measure your marketing efforts. Think you can do business with any old form? Think again! Creating an effective form is a real work of precision.

A basis for your form

This first stage is to find the right balance in gathering personal data. The data you obtain needs to be useful without discouraging visitors. The following is most common in B2B:

  • Name
  • Surname
  • Company
  • Job Title
  • Email
  • Telephone

We could actually be more effective with just:

  • Name
  • Surname
  • Company
  • Email

The missing fields can be completed later at another stage of the client’s journey, or via a sales intelligence approach using data publicly available online (via LinkedIn in particular).

For B2C, we can be content with just:

  • Name
  • Surname
  • Email

Useful advice

If you’re not sure, take the time to create two different forms. You can then use an A/B test to see which one performs the best. What counts is relying on a statistical approach rather than on personal intuition.

Good practice

For an inbound marketing campaign, when your landing page is used to collect leads, don’t make the download link available immediately after the form is completed. This is a classic mistake, as you can enter false information to gain access to the content. The brand loses a sales lead as a result. The most effective option is to use an automated system. This sends a message to the email address given together with a link to access the content (white paper, video etc.) This way you can be sure that the email address is valid and you can check whether the content has been opened and whether the link has been clicked on. One way of determining the reader’s real interest for adapted scoring.

For B2B: an approach to be tested

In B2B, some companies filter personal email addresses of the type @gmail.com or @hotmail.com. The aim is to concentrate solely on professional email addresses. This approach reduces the number of conversions but often lets you measure demand more accurately. You can then reconcile data sales leads more easily using a CRM tool. This choice depends on the strategy chosen between the quality and quantity of leads.

Don’t forget

Three essential points to complete your form:

  • Full compliance with GDPR regulations (opt-in, consent, data security and processing etc.)
  • A perfectly responsive design adapted to all screen types (with accompanying tests).
  • A UI quality control phase involving real users. This makes sure that the form is fully operational for an optimal no-hassle experience.

As an essential tool in any marketing campaign, the landing page requires dedicated focus. After all, this is where potential leads become clients. Finally, bear in mind that a landing page is a work in progress. The project doesn’t simply finish when the page goes live. It must be carefully monitored during the full length of the campaign to make required adjustments where necessary.

The Kwanko graphic studio can provide solutions for all your delivery media. To get in touch with our experts, contact us!

Tags : a/b testingdownload form
Anaïs | Kwanko

The author Anaïs | Kwanko

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