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In marketing, a landing page (landing page) is the page a user lands on after clicking on a link. In this case, let's say you're a company offering a special deal on a particular product you're selling. You already have a good website and you decide to launch an advertising campaign on Facebook with a link that takes the prospect directly to the page where he can order the product. This is the page we're talking about when we talk about landing page. Its importance should not be overlooked: it's the one that should best reflect the quality of your customer service. It's the page that most concretely leads to a successful transaction. So how do you create a good landing page? Here, we present 5 easy steps to get you there.
1. Keep the user's attention.
The goal of the landing page is for the user to stay there and take action. It's not the time to bombard them with information. A minimalist interface is to be preferred. It may be appropriate to distance this page from the main site by not offering the menu for navigating to other pages. This will make it much less likely that the user will get lost and give up.
.2. Stay consistent
Of course, the landing page should accurately reflect the advertising that led the user to that very page. If the user finds anything incongruous, trust is immediately broken. To avoid this, build your page using elements from your ad (title, turns of phrase). Repetition ensures consistency and is reassuring in such a situation.
3. Accentuate the offer
In connection with the previous point, the offer should be even more accentuated than in advertising. Incorporate your value proposition (value proposition) While keeping it concise, it's possible to make a bulleted list to describe everything the offer entails and how it can all be advantageous. It's all about persuasion!
4. Only ask for the information you need
A long form to fill out is discouraging! People perceive forms as work, and some may judge that the work isn't worth the reward. That's why it's best to ask your potential customers only for the information they need. This, of course, requires making a choice about the information you prefer to gather, particularly with a view to studying the characteristics and needs of your customers.
5. Post testimonials to reduce anxiety
Consumers about to make a purchase are often nervous: they don't want to invest for nothing, and they want to make sure they'll be satisfied. That's why it can be a good idea to put testimonials or favorable statistics on your landing page. In this way, you'll be able to calm that anxiety somewhat and give your new customers confidence.
There's no one right landing page for all businesses: each one offers different products, and its landing page needs to mark that difference that makes a user take action. The important thing is to know your customers and address them in the clearest, most appealing way possible, just as you would in advertising. Except that the landing page must be even more than that. It has to be one of your company's best sales consultants: the one who close the deal every time!
Want to make sure your landing page is optimal? Call on the Parkour3 team. They'll be happy to give you more concrete advice on how to increase transactions on your website!