Many website owners are frustrated by the decline of conversion rate and miss traffic from search engines due to unknown reasons, or they know but they couldn’t apply the right strategy especially in terms of paid ads and lead generation process.
The above goals are very interconnected with ‘’ The landing page” building which is the focus subject in this article. Keep ahead!!!!
What is a landing page?
The landing page is a standalone page on the website where a visitor would land and take the purchase decision. in other words, is the most important page and it should be carefully created to entice the users to take the decision.
The main purpose of creating a landing page is to increase the conversion rate through effective yet clear Call-To-Action ( To subscribe, To download, To purchase…).
When we say a clear CTA we mean that when visitors click on particular ads, they should find a clear process with transparent expressions rather than misleading them to other pages links that have nothing to do with the ad message.
For example ’ the ads says “ 50% off on pressure washers” the result is ‘’ Visit our store XXXXXX”,
That’s a very disappointing ad and would increase the bounce rate rather than conversion.
To create a landing page, you could use Google AdWords, Google shopping ads, Unbounce, Shopify, Wix…. All these tools would help you to create attractive landing pages and generate traffic.
What are the major types of landing pages?
- Lead generation landing page: This type uses a web form to call to action, gathering data, names, email addresses… this category is highly attached to the B2B industry.
- Click-Through landing page: This has a simple CTA button to increase conversion and devoted to e-commerce.
- Sales page: it is very important for both marketers and visitors, it needs to include all the previous criteria, It has a short and long-form model, imagery, headline, benefits explanation, testimonial, and eye-catching CTA button.
- Splash page: It comes before any page inside a website; it is an undetermined category in terms of end purpose as it deals with different features and not all of them related to increasing the conversion rate.
The last category could be a welcoming screen, offer promotion, show a disclaiming, warning. We find the splash page in Forbes magazine as “continue to article’’ ads.
What is the difference between the landing page and the Homepage?
Many people couldn’t make a difference between the landing page and homepage as they consider them in the same “melting pot” and that leads to low-quality performance in terms of goals.
So let’s do it together,
The Homepage is the first doorstep of any website, usually includes general links to the different pages in the website.
However, a landing page has only one link that tends to increase the conversion rate and that link would be in the ads.
As we mentioned previously, the landing page is the place where the visitor will land and execute predefined action.
How a landing page should look-alike to meet the brand goals
Clarity and transparency
Your purpose is to invite people to do sth in the required destination. So provide them with clear phrases, brief expressions, and meet their expectations without misleading.
Make it visual
build your landing page on a very appealing design with relevant images that convey the key message under a well-organized structure.
Are you looking for high conversion? so you need to invest in the words that you are putting on the top of each content to attract as many visitors as possible.
Propose a value
make people think they will get sth while clicking the link i.e; shed a light on the weak areas and respond to them.
Instead of telling visitors “Buy the discounted English courses’’ It would be more relevant if you tell them “I am overwhelmed by having a low English score Let’s try XXXX courses”
The second title is not that commercial in terms of keywords selection and it puts the accent on the visitor’s concern, not yours like the first example did.
while building your landing page start with your product explanation, tick out the benefits, rise up your testimonials. Then end-up with a clear Call To Action.
What are the different types of traffic?
First, we need to go through all search traffic categories and find out their key advantages referring to your marketing goals :
When visitors come directly to your page typing your address in the search bracket.
Social media traffic
It determines all leads that come from social channels either via paid campaigns or networking.
When search engines show-off your page in the search result in response to the search queries.
What are the different types of Paid traffic?
This is the core of this section, so paid traffic is generated after you as website owner pay ads platform such as Google ads, google shopping ads, Bing ads, Shopify…
In this corner we would discuss the different types of paid ads that could help you promote your page:
Pay Per Click is still the most dominant strategy for paid ads and has never shown any slow performance. only if the user clicks on the ads’ link, you pay the platform the bid.
Social Media Ads
It has grown, when Facebook offers a wide range of ads advantages in terms of customization and targetting features that facilitate access to the audience referring to intelligent metrics.
It is a very effective format and it keeps leading the industry, people are still using that surprising banner/popup for advertising to their business. even it has become teasing in certain places when it covers the content but Google is reforming its algorithm for solving this trick.
Is the landing page SEO focus or conversion focus
It seems controversial when asking this question, SEO is about traffic and Conversion is about profit and both are important for any brand. That’s why we need to identify each one’s initial functions first. So according to Moz and other references:
- Are keywords based
- Is concerned with editorial links
- Keywords optimization is a priority
- Traffic before conversion
- CTA is not initially obvious
- Long content is a key metric
- Seeks for quality content and targeting keywords
- Low bounce rate is a key metric with high CTA
- Search for the audience
- It is conversion based
- High bounce rate is not an issue as it gets the high conversion
- Short content is recommended
- It targets hyper-keyword, however, keywords search could be useless in some cases.
- Focus on one qualified audience.
- No need for editorial links.
If you want to combine you should, consolidate from the beginning and identify your goals.
Ask yourself these questions:
Am I interested in Conversion or SEO?
Does SEO represent a key element for my current marketing plan?
Am I targetting my current customers or prospective users?
By the end, it depends on your business goal, priorities, and work maturity.
The trip has finished and we need to LAND on solid ground to keep offering adorable content. I am waiting for your suggestions about the coming content and excited to know your feedback about this article. See you guys 😉