In online marketing landing pages are a key concept. In fact, it is defined as the page which a user lands on after performing some actions.
The concept of landing page
First of all, this is the page that the user will stop in order to perform an action, in this sense, there are different types of landing pages, but they can be grouped into two main categories:
Informational or Reference: This is an informational landing page type, i.e. containing information about a particular topic.
Transactional: are landing pages that are intended to facilitate a conversion, whether it is a transaction (purchase), downloading a document, sending a form or any other action that the creator of the page has defined as a conversion.
Relevant factors of a landing page
These are the ones I think are more important:
Call to Action
Any landing page, with any objectives must always contain what is known as a call to action (CTA). It is incitement to any kind of misconduct within the page or what is the same, to perform some action. Such encouragement can take many forms, such as a simple plain text with a link, a simple question or a picture with an attractive design which will allow for the user to include a button with a call to action.
When you conceive a landing page you should bear in mind that less is more. This meaning that you should say what you want in as little as a few words. You should be aware that the user has landed there with a purpose. For this reason, it is always recommended that you try to summarize as much as possible, although I am aware that there may be issues that force you to synthesize a little less due to its complexity.
Never underestimate the importance of a good design, and in particular for a landing page. When I say “design” I do not only mean the visual component of the call to action, but also the structural aspects of the landing page, which is known as wireframe or sketches of how the website is going to look.
Common errors in landing pages
The concept of landing pages or squeeze pages is extremely important in digital marketing, and you must know the common errors that can occur.
Sometimes we can prepare and execute the right campaign at the right time, but if we consider the whole process, from beginning to end, we could have labored in vain.
Problems with landing pages
In online marketing the conversion is based on all of the variables being perfectly aligned. And in particular landing pages. It is not difficult to make mistakes on landing pages. These mistakes are from the layout of the structure to the various issues of inconsistency between different elements involved in a campaign.
I propose three errors which occur with landing pages, if you aspire to generate conversion, you cannot miss out these types of errors:
1) Contradictory messages
Have you ever been to a landing page that tells you something in one space, and something else in another, yet it is still on the same page? That’s the biggest mistake of all. For example, imagine a landing page where in the right, there is a phrase that implies that you can get a free course, however in the lower left of the page it states that making said action will get you a discount on the course.
It may seem farfetched, but the reality is that the person who lands on the landing page can get quite confused. Obviously, this does not interest you. What does this person think when you are in this situation? Do you think that he is thinking something like “I’ll spend 30 minutes trying to figure out if it’s a free course or a discount”? Or “I have the conviction that they are not trying to fool me, have they made a mistake?” The crude reality is not. What they will think is that you’re trying to tease. And the confidence that your website transmits as well as its credibility can put into doubt.
2) Insufficient information to make a decision
“This offer seems interesting, but I can’t find the price”. Have you heard this phrase before? Maybe you thought about it once in a while when visiting a landing page. It’s very usual. There are situations in which the page can be properly structured, but the information given is not correct. In situations like this people visiting the page are not given adequate information so that they can make a decision.
Sometimes you can fall into the ambiguity by not giving the necessary information. Fatal error. Bear in mind that studies show that when people have to make a decision they usually choose one in which the probability is known, because we can’t stand the ambiguity and uncertainty. Therefore, consider this issue when it comes to writing your landing page, as it is vital that you are clear and explicit. A way to explain is by using clear and easy examples that will be understood.
3) Inconsistency between the clicked ad and landing page
An example: you are conducting a marketing campaign on search engines, e.g. Google Ad words. In the ad you put the shipping charges as free, but the landing page states that you have to pay the fee separately. This then causes distrust and ambiguity. In this sense, it is logical that you should avoid this situation at all costs. How can you do it? For example, using virtually the same title in the announcement on the landing page. It is to assume that if you use the same title in both channels, the essence is the same – the proposed title – message, so the explanation of the landing page can be reconciled with the information set out in the notice.
To avoid more mistakes in your landing page watch this video: