A landing page serves as a marketing campaign’s promotional channel. The primary objective is to convert external visitors into customers or users. In this article, we will explore the definition of a landing page from three stages and examine the reasons why enterprises need to create landing pages through real-life cases.
What’s a landing page?
When organizations have a well-defined marketing objective, they create a dedicated landing page separate from the main site to promote. The primary objective of this landing page is to guide users to take specific actions in a distraction-free environment. These actions may include filling out a form, downloading a file, or making a purchase. To persuade users to complete the desired actions, a positive website experience, compelling copywriting, and impactful visuals are essential in driving brand traffic and increasing conversions. The user’s journey and interaction with the landing pages can be categorized into the following three stages each with its own focus and process:
1. Become the preferred method of awareness
To maximize a marketing campaign’s visibility, marketers often use digital advertisements to increase reach. However, it is challenging to convince users of an unfamiliar product solely through advertisements. Even if an ad banner and its copy are well put together and successfully attract clicks, this is only the first step. Once users click and enter the landing page, the process of encouraging users to take a specific action toward the brand’s objective begins.
2. Give ample attention to user retention while browsing
The key distinction between a landing page and a general web page lies in the action expected from users upon entering the page. Unlike a brand’s general site, landing pages minimize the presence of extraneous elements such as breadcrumbs, privacy policies, or sidebars. Marketers should provide more compelling and credible information, as well as interesting interactions to engage users as they browse the landing page. This approach aims to encourage users to willingly complete the targeted task for conversion.
3. Landing page focused on creating conversions
Landing pages are meticulously designed to guide users to complete specific tasks. The most common tasks include filling out a form, downloading a file, or completing a purchase. Others may include membership registration or newsletter subscriptions, which can also be generated through landing pages. These tasks will help the overall objective of the marketing campaign. When a user successfully completes the desired task, it is referred to as a “conversion”. The success of a campaign page is determined by the conversion rate—the percentage of users who fulfill the desired task after entering the website.
Why do enterprises need to create landing pages?
To illustrate why enterprises should create landing pages, let’s consider the tourism industry as an example:
1. Promoting Limited-Time Offers
Creating landing pages is a common marketing approach to promote time-sensitive discounts during special occasions like a festival. Travel platforms often offer diverse travel itineraries, and package them with limited-time discounts on landing pages to resonate with individuals eager to travel abroad, thereby encouraging bookings and driving other conversions.
2. Gathering Customers Information
Gathering customer profiles is another key objective for landing pages. For instance, when an enterprise plans a travel itinerary but is unsure about the user’s preferences, the landing page can be used to collect relevant information. This information helps determine whether the user prefers outdoor activities, parent-child trips, or cultural and youth-oriented trips as the focus of the event. Additionally, after the user has experienced the itinerary, a simple satisfaction survey can be conducted to assess the effectiveness of the marketing campaign.
3. Increasing User Base
In addition to generating sales, enterprises can also focus on increasing their user base. Building upon the data collected in the previous example, landing pages can be tailored to users’ preferences for outdoor activities, parent-child trips, or cultural and youth-oriented trips. By aligning the content with their interests, this step-by-step approach encourages the corresponding users to click, register, and ultimately become loyal customers.
Landing pages can significantly book conversions for enterprises
Let’s consider the homepage of an enterprise’s official website as an example. With a multitude of links and content, the homepage can often overwhelm users and create distractions. Although the homepage introduces the enterprise’s value proposition and showcases a range of products and services, the visitors attracted through advertisements may not have a clear interest or intent. On the other hand, landing pages have fewer links and focus on recommending products that align with the specific needs of the user, sometimes even presenting a clear call-to-action button as the primary focus. The purpose is to minimize distractions and allow visitors to concentrate on engaging with the landing page, ultimately leading to higher conversion rates.
Read More: < 10 Key Elements of a High-Converting Landing Page >
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