What is a Landing Page and why is it essential?
Before we get down to business, it’s important to make sure we all have a clear understanding of what a landing page is.
The Landing Page: Definition
The landing page is the page to which you want to direct your visitors. It’s their final destination on your website. During this stage, you collect information from the visitor, using an appropriate form, thus converting an anonymous visitor into a prospect (or lead).
Purpose of a Landing Page
The main objective of a landing page is to generate leads, i.e. to transform visitors into prospects, then convert them into customers, thereby increasing your sales.
How does the Landing Page convert?
Now that we have a clear definition of the landing page, let’s look at how it can convert visitors into leads.
Conversion from Advertising Campaigns
When you use advertising campaigns on Google or social networks, the links in your ads must lead to a landing page specific to each campaign. This enables you to capture new leads, in addition to your SEO acquisition strategy.
Nurturing Existing Prospects
Another use for landing pages is when you’ve already established a relationship with a prospect. In this case, you can send targeted emails that encourage them to visit a specific landing page based on their level of engagement and interests.
Website Visitor Conversion
In most cases, your landing pages will be used to convert your website visitors into leads. To do this, you need to integrate calls to action (CTAs) into your content, which will encourage readers to visit your landing page.
Content offers on a Landing Page
To attract visitors to your landing page, you need to offer them something in return. This is usually high-value content, offered in exchange for their contact details.
Examples of Content Offers
Content offers can vary depending on the stage of the buyer’s journey. For example, for the awareness phase, you might offer a subscription to your newsletter or a detailed infographic. For the consideration phase, you could offer a webinair registration or a white paper. Finally, for the decision phase, a demonstration of your offer or a trial version of your service could be ideal offers.
Landing Page Conversion Rate
The average conversion rate for a landing page is 11.5%. However, for a landing page to be considered successful, the conversion rate should be close to 50%. Why 50%? Because a visitor to a landing page has only two options: fill in the form or leave the page. So it’s a question of all or nothing.
What is a good conversion rate for a landing page?
If your conversion rate is below 50%, it could be due to one of the following problems:
The path that led the visitor to the landing page is incorrect;
The landing page design is not effective;
The value you offer is not sufficient.
How to achieve a 70% conversion rate?
You may be wondering how to achieve the 70% conversion rate promised in the title. The key is to integrate your landing page into a conversion tunnel adapted to your audience’s level of maturity. We’ll go into more detail in the next section.
Creating an effective conversion tunnel
A conversion tunnel is a series of steps designed to guide a prospect from awareness to purchase. To achieve a 70% conversion rate, your conversion tunnel needs to be carefully designed to match the maturity level of your target audience.
Steps to create a Conversion Tunnel
Awareness: At this stage, your aim is to attract visitors to your site. This can be done through SEO-optimized content, paid advertising or posts on social networks.
Interest: Once visitors are on your site, you need to give them a reason to stay. This can be done by offering interesting, relevant content that meets their needs or solves their problems.
Decision: At this stage, you need to encourage the visitor to take action. This is where the landing page comes in, with a clear call to action and an irresistible offer.
Action: The visitor fills in the form on your landing page, becoming a lead.
By following these steps, you can create an effective conversion tunnel that will help you reach and even exceed a conversion rate of 70%.
In conclusion, a well-designed landing page well integrated into a conversion tunnel can be a powerful tool for turning your site visitors into leads and customers. By following the advice in this guide, you can significantly increase the conversion rate of your landing page and boost your sales.
