While running your marketing campaign, often you might wonder: “Do I even need a standalone page for converting visitors into leads?”
Though the idea of linking the funnel to the existing homepage or a service page might seem fascinating, your marketing strategist would suggest having a unique landing page for each campaign.
What Is A Landing Page?
As described by Unbounce, landing pages are campaign-specific pages, incorporating a prominent call-to-action without any diversion of website navigation.
Unlike your homepage, a landing page is designed to make visitors take specific action catering to their needs. With this, things become more streamlined for marketers to thrive upon lead capture and conversion opportunities.
According to HubSpot's research, businesses with 31 to 40 landing pages generated 7 times more leads than those with just 1 to 5 landing pages. The statistics rise even further by 12 times when it comes to having over 40 landing pages.
How Do Landing Pages Work?
As you think about the designing part, it’s quite natural to get lost in a lot of ideas. At this stage, the AIDA framework can help you understand the functionality of a landing page in course of the marketing funnel.
Basically, AIDA refers to the four key elements: Attention, Interest, Desire, and Action. It is a hierarchical model that lets you identify the user journey intended to reach the decision-making process.
When users are at the top of the funnel, marketers try to grab their attention in the first place. If the promo copy is aligned with the search intent, users tend to notice the given information in detail. This paves the way to grow interest, eventually making them move onto the next part, i.e. the landing page.
Now, they have clicked through from PPC or email and already shown interest in what you have to offer.
So, what next?
Well, just because they have shown interest doesn’t mean they’ll stay there unless they find value.
Here, marketers must maintain the unique value proposition in accordance with the ad copy. For example, if you tempted potential customers with 30% off in your ad copy, make sure it remains the same on the landing page. By doing this, it becomes easier to deliver the thing that likely spurred their interest at an earlier stage.
On your landing page, everything should be on point starting from the targeted headline, ad description, sign-up form to the call to action. The readability along with the page navigation experience need to be top-notch keeping the overall simplicity. Show them clearly how they can get benefits from your offer. This way, you would be able to create desire among your audience eventually encouraging them to take a specific action.
Remember:
The goal of the landing page is to funnel visitors down a desired pathway.
If you take care of the most essential components of the landing page design, there will be increased chances of targeted conversion opportunities.
