The average landing page conversion rate was 2.35 per cent, while the top 25 per cent conversion rate was 5.31 per cent or higher. With an ability to convert so many visits, it’s worth optimizing your landing page.
For this post, we will look at how landing pages are used and who uses them well. For motivation, we are going to look at one industry that leads the way in its use.
What is a Landing Page?
The landing page, in its simplest form, is one on which a visitor arrives or lands when entering a website.
Nevertheless, in a marketing context, a landing page is considered a standalone page separate from the main website that has been developed for a particular purpose – email address registration, membership formation or sales.
There are two types of landing page in practice:
- Click through:
The purpose of a click-through page is to make a user move to another page (as the name suggests).
Typically used in e-Commerce, pages are used to explain a product or service in more detail to help drive sales.
The destination page on the click-through page is normally a shopping cart or registration page.
The Konga Campaign example above offers users a chance to “up to 50% discount” off all fashion items in a clearly defined call to action. From there, users are guided to a registration page to set up an account to make their purchase.
Then will the customer be given a chance to have complete access to the site.
- Lead generation
A lead generation page is another one in which the name provides a big hint of its intentions: it is a landing page to generate leads.
The difference from a click-through-page is that it has only one area that needs to be filled in to produce a lead.
The page only exists for one purpose: to gather information from prospective buyers or to perform an individual sale.
In the Wedesign example above, the headlines and sub-heads are powerful, they leverage social proof and give a clear statement of value to the company. The page often shows big-name clients, captivating photos and makes a bold, statistically verifiable argument about their services.
It also includes a very simple, straightforward call to action that asks very little of the user – one email address and you can “get started.”
Why Use Landing Pages?
With almost half of the marketers seemingly ambivalent to them, you might ask why someone write 500 words telling you they are brilliant.
The answer is quite simple. , The above-mentioned is an explanation for companies not using structured landing pages, which means that the marketing teams either do not know how or are too busy to do so.
Pamela Vaughan of Hubspot says that the use of landing pages does not have to be difficult and says that their use creates leads, enables businesses to have a “home” for offers, and enables businesses to better understand the demographic breakdown of consumers.
“If you could do one thing right now to significantly boost your lead generation activities, it would be to use landing pages on your website. Read more on How To Create Persuasive Email here.
“Too many businesses send their emails, social media, and traffic searches to their homepages. This is similar to throwing leads away.”
You could catch these leads at a much higher rate simply by sending them to the target landing pages. Landing pages provide a very easy way to generate leads for your sales team, which you can then easily segment, feed or distribute to your sales team.
“Yes, you can get traffic to click your homepage. Visitors can be interested enough to further explore your site, or even to sign up for one of your CTA homepages. Yet when 96 per cent of the first time visitors to your site aren’t ready to buy, bringing customers to your homepage doesn’t offer sales and opportunities to create relationships.
“However, a well-planned, single-focused, fully optimized landing page does.”
The Unbounce landing page guide says the difference between the home page and the landing page is a mental one. Landing pages filter out noise and encourage companies to follow clear objectives. Home pages allow companies to set their brand values in more detail.
We have already seen some good examples of landing pages, but for example, we are going to focus on one industry that makes a lot of use of them – Hospitality.
Hospitality is an interesting industry to look at for landing pages, because the goal of the booking button is not the strategy. This ensures that there will be multiple landing pages for good hospitality sites – spaces, sales, conferences, weddings and activities – all with their own special calls for action, headlines and copies.
Take this example from Galway’s Twelve Hotel:
The deal uses two fantastic, direct calls to action and places the booking button above the one that offers more details. It is presumably because designers know that 60 percent of people will book an impulse ride. The website also makes good use of guest testimony to capitalize on this.
It could be because the chosen image, known as the “Hero Shot,” fits perfectly with the branding that the hotel has created across the hotel’s website.
Yet the picture is nothing without a call to action. Take this example from the island of Santorini. The photos are high-quality, aspirational, and definitely the sort of thing you did like to book on a whim.
But how can you book? Can you see a call to action? It’s at the bottom right corner of the website. It is tiny, blends in with the page and does not give any hint of the benefits of staying in the resort.
The CitizenM Chain landing page is a perfect example of a variety of issues. Next, there is a call to action in a commanding position in the upper left. Users are given a higher sign-up rate. The page uses striking, high-quality photographs that fit the brand, and every facet of the page is designed to make similar statement.
The value proposition of the brand is clearly defined from every angle: simplicity, value and comfort.
Look at the Expedia now. What do you think about the home page?
There are a lot of landing page tricks at practice here. First, the default setting for deals in the call to action box is for packaged flights and hotels. It, though sounding like a nudge to respect travelers, is probably the most lucrative online travel agency item to sell.
Look at the yellow strip at the top of the page, too. Now the customers are asked to sign up for an account in clear terms. You need to press the account drop-down menu to create an account. Yet the yellow strip gives up to “10 per cent savings on membership rates.” It is a click-through landing page technique used as a banned one.
Lastly, note that the notification bar is lit up. It is not a visit signed in to the account, but a clear, prominent bell informs the user to sign in to see the updates. Having users to sign in helps Expedia to better track who’s searching for what and better ways to retarget advertising.
“Landing pages, like any other digital medium, require refining, testing and the value of experience. But, properly used, a good chunk of web traffic can be turned into conversions.”
So, what do you expect from the hospitality industry?
Below are some easy tips for landing pages, “using them”.
Have a simple title, a sub-header, and a copy
Build a simple, convincing call for action
Using brand-consistent images that provide benefits to users.
Capitalize on “social proof” – the testimony of your customers.
Build a set of landing pages to generate leads that are unique to a variety of offers