We call landing page the first page on which an Internet user arrives after having clicked on a link, for example a link shared within the framework of an e-mailing campaign. Also called a “landing page”, this is a home page that presents content that is particularly relevant to the Internet user.
The landing page is therefore optimized to convert an Internet user's visit into a contact or contract for the company. To fulfill this objective, it must be designed into an overall marketing strategy. This requires knowledge of the issues, but also by respecting good practices and making the most of the most recent techniques.
- What is a landing page?
- The challenges of a landing page
- Design an effective landing page
- LEARN MORE
What is a landing page?
A landing page is a web page optimized to welcome the Internet user. It is also referred to as a landing page or a landing page.
It opens when the user clicks on a link shared for this purpose. The content is different from that of a traditional home page: it offers content more specific to what the Internet user is looking for.
This link can be inserted:
- in an e-mailing,
- in an advertising visual,
- in an adwords campaign,
- in a text hosted on a third-party site.
The landing page can be temporary, i.e. set up as part of a campaign, or permanent. It is most of the time part of a marketing strategy.
Be careful to differentiate the landing page and the home page of a website. The landing page responds to a specific and targeted search.
Example: a landing page grouping together special product offers as part of a campaign, rather than the home page of the showcase site.
The challenges of a landing page
The role of a landing page is to convert the visit of the Internet user into a significant result for the company: it therefore plays a key role in the context of a marketing campaign. It must ensure a good conversion rate.
With the increasingly regular use of a mobile platform (tablet or smartphone) to access the Internet, the landing page also responds to new technical challenges. It must be responsive, that is to say adapt to the reading platform.
It can also respond to various campaigns, with specific research by Internet users.
- Be an effective conversion tool,
- Adapt to internet users' reading platforms,
- Offer specific content.
Design an effective landing page
Define the objectives of the landing page
The landing page can serve different purposes depending on the campaign. To better understand them, several steps:
- Know your target better: which Internet users will the landing page be intended for? What vocabulary and what visuals speak to them best? What are their browsing habits?
- Define the expected objectives: what type of conversion is expected for the landing page? (register contact details, download a document, make an appointment, buy a product, navigate on a showcase site ...)
- Targeting the media: how will the Internet user find the landing page? Is it a campaign carried out on a website, in an e-mailing, on social networks or even through search engines?
Best practices for transforming contact
The landing page must be designed to convince a particular target. It can therefore be adapted according to the campaigns, to reach the targeted Internet users as closely as possible.
For each landing page, choose a unique visual, an explanatory title and clear and concise texts.
The landing page can be optimized with specific keywords to promote its referencing by search engines.
Promote the promotion of the action button, also called "call to action". This button must allow the Internet user to perform the action for which the landing page is designed: register contact details, download a document, make an appointment or buy a product ...
Insert in the landing page a link to the home page of the showcase site or the corporate site of the company.
Understand and use responsive design
More and more Internet users are connecting from a mobile device (tablet or smartphone). Responsive design, that is to say an adaptation of the landing page according to the reading medium, is an essential technique.
As with a website, responsive design allows a page to adapt to the available screen resolution.
Using the rules and properties of CSS 3, the columns and images adjust and size according to the screen size of the device used by the Internet user.
Advantage:
- The ergonomics and the message of the landing page remain intact,
- The url of the landing page is the same for Internet users regardless of the medium,
- The Internet user's reading experience is privileged and the risk of loss is minimized.
Learn more about responsive design.
Measuring the effectiveness of a landing page
The effectiveness of a landing page can be measured using several indicators. The conversion rate indicates the proportion of Internet users who have responded to the objectives of the landing page.
Example: number of orders made, number of contacts recorded, number of documents downloaded. They can be compared to the number of visits recorded, but also to the number of clicks on the action button.
The bounce rate is also an important indicator to consider. It estimates the number of Internet users who left the landing page without having carried out the planned action.
Other indicators also make it possible to calculate the most clicked links on the page. These are important results for improving the next campaign or making improvements to an existing landing page.
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