Author Kurt Schauer
We differentiate between two types of landing pages. On the one hand, there is the option of putting the advertised product or service in the foreground and aiming for the visitor and potential customer to obtain further information via email or telephone.
In contrast, there is the variant of the so-called “barter” – contact details for content. The interested visitor and potential customer receives an eBook or a white paper in return for revealing some data.
Which variant is most suitable depends entirely on the product or service to be advertised.
In general, it can be summarized that every landing page must fulfill the following aspects in order to achieve a high conversion rate:
1. The landing page must “pick up” the visitor as close to the problem as possible.
Internet users usually search for solutions to their problems using Google and other search engines. The content of the page should therefore be designed and advertised in such a way that the desired target group is brought close to the problem and is led to a solution - i.e. the advertised product or service. So make sure that the unique selling points of your product or service are communicated accordingly. The "length" of the landing page depends entirely on the complexity of the advertised product. For example, someone who wants to take out a building society savings contract will take significantly more time to find out relevant information than someone who just wants to open a checking account.
2. Here, a smooth transition to the next important point is created to achieve a high conversion rate:
There must be a prominent call to action on the landing page that clearly states how the website visitor can obtain further information or use the advertised products and services.
3. Build trust.
Because only those who trust you - and it is completely irrelevant whether it is a B2B or B2C customer - will buy your products or give you personal data. So-called "testimonials" or seals of approval can help here. On the one hand, use trust-building elements such as social signals and customer opinions consciously and clearly. For example, the statement of a very well-known customer who tells how your service helped him. Many companies are very anonymous on the Internet. But what every customer really appreciates is consulting skills and service. For example, do not be afraid to include pictures of your consultants on the website or even produce an explanatory video in which the board or managing director of the company says a few explanatory words about the product or service. There are people behind every company and every product. As soon as the customer can identify with these people, a bond is formed which, among other things, creates trust. Think of the "Hipp" advertisement, for example. The managing director, Mr. Hipp, can be seen personally in every commercial and vouches for the quality of his products with his name.
4. Make sure to optimize the content of the page for the user – user-centered design.
While poorly chosen images tend to distract from the call to action rather than supporting it, companies also easily make mistakes in their copywriting or miss potential. For example, with headlines: “One of the biggest mistakes when setting up a landing page is a totally promotional headline that doesn't explain the real benefits to the user. Marketers often confuse features and benefits. Apple is always showing how to do it right. The company inspires users by telling them, for example, that you can store 10 songs with this iPod. Nobody would have cared that the iPod has eight gigabytes of memory.
Any questions?
Eliana Gramer
Head of Web/Digital
Related Articles
Blogs as a marketing tool
When you hear the word blogger, you think of someone who sits comfortably in front of their laptop with a cup of coffee and...
Never ending Story – Own website
In the past, the world of the website developer was still in order: A creation was crafted with loving attention to detail and then put online....
Expert Interview – System Administrator
In his expert interview, he gives you an insight into his daily work at KAOS and reports on his tasks as a system administrator.