What is Landing Page? An effective conversion promotion tool in Marketing

Learning deeply about Digital Marketing, you must have heard the saying “Landing Page plays an important role in increasing conversion rate”. So is this point of view correct? To find the answer, let’s find out with ADSMO What is Landing Page as well as general information about this marketing tool.

1. WHAT IS LANDING PAGE?

In Digital Marketing, Landing Page or Destination Page is a standalone website, created specifically for a marketing or advertising campaign. Potential customers will be taken to the Landing Page after clicking on a link in an Email, an advertisement in Google, Youtube, Facebook, Instagram, Twitter or similar locations on the Internet.

The Landing Page is designed with a single goal, which is a call to action (CTA). Therefore, Landing Page becomes the number 1 choice to increase conversion rate, reduce lead conversion cost and sales cost in Marketing.

2. WHAT IS THE DIFFERENCE BETWEEN LANDING PAGE AND HOMEPAGE?

To distinguish the home page of a website from a Landing Page, you can rely on the following 3 factors:

2.1 Number of links

A home page can have at least 10 links or more, including: Navigation menu at the top, links at the bottom of the page and other links in the content section. However, Landing Page will have fewer links, sometimes only one link to convert users.

2.2 CTA

The home page plays a central role from which to navigate to other Web pages. Home pages have many different roles, so the content is often general and the CTAs are less specific. For example: Learn more. Landing pages, on the other hand, have a single goal, so the CTAs are personalized. For example: Download a free eBook.

2.3 Audience and purpose

Most people who land on your home page aren’t sure what they want. People who land on your landing page are likely to be somewhat interested in your product or service. They’re further along in the buying journey and are more likely to convert.

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3. MAIN TYPES OF LANDING PAGES

There are many variations of Landing Pages to suit the specific strategy of the business. However, in general, there will be 2 main types of Landing Pages:

3.1 Lead Generation Landing Page

• Purpose: Usually used to collect user data such as name, email address, phone number to build a list of potential customers for future marketing work.

• Form: Usually use a form as a CTA and come with a certain benefit exchanged with customers such as eBook, Webinar, seminar, gift, voucher, discount code,…

3.2 Conversion Landing Pages – Clickthrough Landing Pages

• Goal: Convince visitors to redirect to the main conversion page.

• Form: Use buttons to call to action to take potential customers directly to the checkout flow or complete a conversion without going through a form. For example, the “Download Now” button takes users to the App Store, the “Schedule a Trial” button takes users to the booking page, or the “Book Now” button takes users to the main Website shopping cart page.

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4. 5 MAIN COMPONENTS OF A LANDING PAGE

Most Landing Pages today have the following 5 main components:

4.1 Above-the-Fold Content – The top half of the Landing Page

The content is within 600 pixels, the part that readers who access the Landing Page see immediately without having to scroll. Businesses should include the most important, concise and attractive content.

• Main title: It has the task of describing the Landing Page in general and arousing curiosity, attracting potential customers. To set an effective main title, businesses need to clearly understand who their customers are? Why do they visit the Landing Page? What problem do they want to solve?…
• Subheading: Helps convey content that you cannot include in the main title.
• Illustrative photos and videos: Indispensable elements, beautifully designed, attractive, appealing and conveying the products you provide that potential customers want.

• Benefits of products and services: Benefits are not required to be placed in the first content. However, it will be the bridge that encourages customers to browse through the entire content on the Landing Page. The main benefits are stated briefly, going straight to the point. More detailed benefits can be added at the bottom of the Landing Page.

4.2 Call To Action – Call to action

When placing CTA in Landing Page, you need to note:

• Clearly identify the desired conversion purpose
• CTA must be concise and consistent from the beginning to the end of the Landing Page
• Go straight to the heart of the desired conversion action
• Combine calls with offers to drive conversions
• CTA is placed in a visible position
• CTA has a prominent color, contrasting with the background color

4.3 Unique Selling Point – Unique Selling Point

Clearly state what you have that your competitors don’t have. At the same time, affirm the position of the product in the market.

Highlight the special features of your product or service compared to other products on the market. For example: Lower cost, first product on the market,…

The unique features of the product and how that unique feature benefits customers.

>>> Read more:

• TOP terms in Facebook Ads that you need to “know by heart” before running ads
• What is Marketing Mix? Decoding the meaning of the 3 most popular Marketing Mix models
• What is a Marketing Funnel? Marketing Funnel Stages That Businesses Need to Know

4.4 Social Proof – Social Proof

Currently, users often trust real reviews more than fancy advertising.

Therefore, businesses must present authentic evidence so that customers truly believe in the advantages that your products can bring. Persuasive Social Proof can be:

• Case studies
• Customer experiences
• Reviews from customers or Influencers
• Customer reviews and comments on social networks
• Certifications from government agencies
• Statistics

4.5 Closing the deal

This is the final part of a Landing Page. After the customer has finished browsing the Landing Page and is interested in the value they receive. This is the last chance to convince the customer to make a conversion by stating the arguments that you believe are enough to motivate them to buy.

Surely now you understand What is a Landing Page, its importance and the indispensable components. If your business is in need of designing a beautiful, professional Landing Page, optimizing conversion at an extremely preferential cost, please contact ADSMO immediately via Hotline 0356.105.388 for detailed advice suitable for your marketing campaign, bringing the highest efficiency.