Have you ever heard of Landing Page? This term may not be so familiar, but you’ve certainly seen one out there. Whether making purchases, showing interest in content or filling out a form to find out more information about a product or service.
It is part of the Digital Marketing strategy and can make all the difference in promoting something, strengthening customer relationships and obtaining new contacts.
Understand what a Landing Page is
The Landing Page (LP) is a page that has three main objectives: attracting visitors, collecting data and converting leads (potential consumers). The LP enables the execution of various actions, such as publicizing events, products and services, in addition to making relevant materials available and understanding the public’s interest.
An LP must have a clear objective, such as encouraging the public to download an ebook, for example, and be created based on the needs and purposes of each business.
It must also have an attractive layout to attract the reader’s attention and interest. In addition to a form for users to fill in their information.
Having a “call-to-action” button, that is, a call to action, such as “download the material for free” and “buy the product now” is also essential for this strategy to be efficient.
6 types of Landing Page
- Landing Page for Lead Capture: intended for capturing contact data, such as first and last name, email and telephone number. It usually offers something in exchange for this information, such as free materials related to a topic of interest to the user.
- Landing Page for sales conversion: The objective of the page is to promote a product or service with the intention of encouraging the public to buy or hire it, providing relevant information about it.
- Landing Page for promoting events: the page provides various information related to a specific event such as the schedule, date and time, address and whatever else is interesting to the user. Here the intention is to call the public to a call to action: register for the event.
- Landing Page for Pre-Launches: When a product, platform or service is about to be launched, the landing page can be the best solution to spark public interest. It will serve as a kind of incentive for users to make their data available to receive updates and early access to what you have to offer.
- Landing Page to provide free materials: LP can also be used to offer relevant content to your audience, such as practical guides, e-books, infographics and courses. To access these materials, the user simply needs to fill out a form with their data.
- Landing Page for Thanks: A “thank you page” is also important in a digital marketing strategy. It is a thank you page that appears after the user performs an action, such as downloading a file, making a purchase or registering for an event.
Why can the Landing Page be important for your brand?
In addition to pleasing your audience, the landing page also helps you access various metrics, such as:
- Conversion rate to monitor whether the content has been well-received by users;
- Origin of the visit to understand how the customer arrived at the page (whether it was through social media, emails or advertisements);
- Average time people spent on that page (if the user left the landing page in a short time, it indicates that the content did not interest them and it might be better to change the approach);
- Bounce rate to track how many people visited the page and didn’t complete the action.
See a success story:
A SYNNEX Weston-Comstor, now TD SYNNEX, a leader in the distribution of IT market solutions, identified an opportunity arising from a pain point that the pandemic brought to many companies: security in the remote workplace.
To promote their solutions, the chosen approach was to create campaigns in three languages, targeting relevant audiences for the company, as the goal was to deliver security services throughout Latin America.
The campaign was created with the aim of capturing and qualifying leads, offering relevant data to those audiences. Therefore, the approach used was to optimize ads and create a landing page with rich materials, such as a report with information related to the main cybersecurity trends that could transform businesses.
In total, there were 7 campaigns with more than 1,700 leads captured, with 350 contacts ready for sale and 140 who requested direct contact with specialists.
Per campaign, this means that there were an average of 250 leads, with 50 people being highly engaged and 40% of them requesting service on their first contact.
Follow more details: Latin America digital campaign • SYNNEX
With high-performance channels, audience conversion and qualification can happen successfully. Get in touch and find out how to include this strategy in your Digital Marketing plan.
