What is a landing page?

A landing page, also called a landing page or landing page in French, is a separate web page created for marketing or advertising purposes that aims to increase conversion rates. Internet users therefore “land” on a landing page after clicking on a link contained in an e-mail, or on advertisements from Google, Bing, YouTube, Facebook, Instagram, etc.

Unlike a site’s traditional web pages, which usually encourage crawling, landing pages are designed with a single goal, called a CTA (call to action).

It is this goal that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and reducing the cost of acquiring your leads and prospects.

We will first see in this guide the reasons why a landing page is important, then we will see the benefits that your marketing strategy can derive from this type of process. Finally, we will analyze the key components of a good landing page, before sharing some useful tips that will allow you to create landing pages with a high conversion rate.

Why is a landing page important?

Landing pages are essential for increasing brand visibility, generating more sales, improving your SEO practices and generating new leads. In short, the landing page is an ideal way to develop your customer base.

Here are some notable statistics that demonstrate why using multiple landing pages is essential to improve your online sales efforts:

It only takes a few seconds to impress visitors with a landing page
60% of marketers struggle to acquire leads and generate traffic
2.35% is the average conversion rate of landing pages (all industry sectors included)
68% of B2B companies use landing pages as a strategy to acquire more leads
Companies that increase their UK Phone Number Database List of landing pages from 10 to 15 see a 55% increase in their number of leads

UK Phone Number Database List

Videos on a landing page can increase conversion rates by 86%

Now let’s find out what are the main benefits of creating and using a landing page.

The advantages of a good landing page
Simple and efficient lead generation

Sending your potential customers to a regular landing page instead of a targeted landing page is inefficient. An attractive and relevant landing page will have a better chance of engaging visitors and persuading them to give you their contact details in exchange for something interesting.

Collecting customer data

Through visits to your landing pages, it is possible to collect valuable information and demographics that will significantly help your team improve their marketing efforts in the future. You will get to know your potential customers better and better understand their needs.

Improvement of your natural referencing

A landing page should target a particular set of search phrases and terms, which can be promoted with Google Ads or any other paid advertising platform. Targeted pages can dramatically increase your SEO rankings, and help you stand out from your competition.

A perfect way to promote a new product

With a good landing page, you can direct your visitors to a single web page dedicated to a new product. In this way, you can grab the attention of consumers and promote new products or services.

A simple decision-making process

On a landing page, you need to offer visitors exclusive offers, which somehow streamlines their decision-making process, as they can quickly focus on relevant information without further distraction, and decide if they want to take it further. , or not.

How does a landing page work?

The operation of a landing page is ultimately quite simple. After following a link, the user is redirected to the landing page, page on which you will have taken care to propose a special offer or to describe a particular product. The main component of a landing page is a powerful CTA, image, button, or piece of text that prompts a person to fill out a form. To access and download the special offer, for example, the person must complete a form.

The form in question usually includes fields dedicated to an email address and a username. This information will of course be stored in your database and you can use it for future marketing campaigns. After a visitor completes the form, they receive a thank you email.

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