A Landing Page is the webpage where your user “lands up” after your marketing efforts.
Imagine Airbnb have an Instagram Story promotion saying “Swipe up to win the trip of a lifetime”. You swipe up and land up on the Airbnb competition Landing Page, not the Airbnb website home page.
What makes a good Landing Page?
A good Landing Page has only one objective and all the content within the page is relevant to it.
For our competition use-case the objective for the Landing Page is for a user to successfully enter the competition with their details. So the user inputs their email address, hits the CTA (call-to-action) button and BAM they are now in the database.
Take a second to imagine how the copy, images and call-to-action buttons would differ on these two Landing Pages:
🚫 Enter our competition + find holiday accommodation + we’re hiring
✅ Enter our competition
See the beauty of a Landing Page is the single canvas to persuade the visitor to do one thing. All page elements must direct the user to take one action.
What is a Landing Page Conversion?
A successful action (set by a pre-determined objective) is what we refer to as a conversion.
Here are a few examples of Landing Page objectives that would ultimately become conversions if successful:
- Submit an email address eg. enter a competition
- Download a free digital file eg. iPhone Wallpaper
- Purchase a digital or physical product eg. Ebook
- Sign up to a SaaS service eg. Netflix
- Enquire about a product or service using the provided contact details eg. a wedding photographer with email/phone number
- Set an objective for your Landing Page.
- Do you have items within the Landing Page that do not align with your objective?
- If so, remove them.
If any of this (text, images or refs) didn’t make sense, please hit me up on Twitter or email - I’m here to help. Also let me know what Landing Page areas you are struggling with and I’ll try my best to point you in the right direction:)