Everything you need to know about landing pages
Understand the concept of a landing page and how it can generate leads and increase your conversion rates!
When it comes to digital marketing, it is common to talk about the importance of website optimization. After all, this is a key element to be well positioned on Google, in campaigns. lead capture and generate traffic to the website, right?
But there is a fundamental question behind this: what is the point of attracting thousands of visitors to your website or your ad has a lot of clicks if you can't convert them into leads, let alone customers?
The solution to improving conversion rates and converting visitors into leads could be creating a landing page.
What is conversion?
To begin this conversation, it's important to define the word conversion, which is so frequently used in marketing these days. Basically, conversion is nothing more than leading a visitor to your website or landing page to perform a specific action that's valuable to your business.
In other words, conversion transforms the page visitor into a lead or an actual customer.
Conversion forms
Indirect conversion: When a website visitor fills out a form and provides contact information so the company can guide them through their purchasing journey. This can be done via phone call, WhatsApp, or email, for example.
Direct conversion: when the visitor takes a more effective action on the website, such as requesting a quote, scheduling an appointment, sending a message, or even completing the purchase of a product or service.
What is landing page?
In Portuguese, a landing page is a landing page, or destination page in its literal translation. Originally, this term was used to refer to any page that led a user to a specific website. An example of a landing page in this context would be either the website's home page, for those who type the address in the URL bar, or an internal page within the website, suggested in Google search results.
LP in digital marketing
Not now digital marketing industry, the term landing page has another meaning. In fact, it's incredibly important for those who want to increase their online visibility and attract new customers. Nowadays, a landing page is a page developed with a single goal: to generate conversions. But for this to happen, of course, appropriate strategies must be used for each objective and customer profile.
What does a landing page need to have?
For example, a landing page will typically have less content and internal links than a standard website. After all, the goal of a landing page is to get visitors to complete a planned action. This page can contain tips and rich materials of interest to the target audience. Additionally, it's common to have a contact form or WhatsApp button, directing them to contact the sales team.
In many cases, the LP is created to be linked to a Google Ads ad. By clicking on the sponsored link, the user is automatically directed to a landing page. It will highlight all relevant information about the ad, as well as the offer in question.
Differences of a landing page that converts
An important detail when creating landing pages is considering their structure. So, you might be wondering: what are the key elements of a landing page that converts?
Basically, a LP that generates leads and increases conversion rates usually consists of a few key elements. In particular, this type of page differs from a regular website's homepage, as its main mission is to improve lead generation and conversion rates.
What is the structure of the landing page?
In short, a landing page is a simplified page with a very clear proposal and no distractions. Its goal is to lead the user to accept your offer, whether direct or indirect. It's a single page, without menus or tabs on different topics. The LP has only one scroll bar, which displays various information about the advertised product or service.
The importance of copy on the landing page
Landing page copy is a fundamental element in achieving your goal, as it's through the text that you have the opportunity to convince your visitor. In fact, Copyblogger released an interesting article which talks precisely about the importance of good copy.
The website, a global reference in copywriting, found that 8 out of 10 people who land on a given webpage only read its headline. And only 20% of visitors read the rest of the page.
A landing page must have good copy, especially in its header, to attract users and encourage them to browse the content. Otherwise, the work you've done won't even be seen by the public.
Keep an eye on the call to action!
A powerful LP has an attractive CTA button, which is usually prominently displayed on the page to help convince the visitor.
Remember if:
For compelling and strategic copy, remember to use images that convey something about the product or service being offered. They should be high-resolution and harmonize with the overall look of the page. After all, it's no wonder we say "a picture is worth a thousand words," right?
To improve the quality of your landing page, the advertised item needs to be clearly defined, and all its features and benefits should be clearly displayed for the visitor. To achieve this, say goodbye to long texts and invest in short, direct sentences—bullet points are a great ally!
Should I use social proof on my landing page?
It's always a good idea to show your online audience testimonials and social proof from people who have already used your product or service and enjoyed their experience. This type of evidence fosters a sense of security in those visiting your page, which can be a good strategy for increasing conversion rates. This can be done with videos, written testimonials, or even photos of customers using the advertised product.
Pay attention to the form!
When using a form on your landing page, ask for as little information as possible. Conversion rates tend to drop when visitors are forced to share too much information. Therefore, it's best to focus only on what's essential for you to collect quality leads. In many cases, name, email, phone number, and city may be sufficient.
Landing page and LGPD
A hot topic lately is the General Data Protection Law (LGPD). When creating a landing page that requests user data, it's important to ensure all content and data processing complies with the law. To achieve this, it's crucial to obtain the user's consent to share their data and inform them about how the collected information will be used.
Examples that demonstrate compliance with the law:
- Request that the user, when filling out the form, indicate that he/she agrees to receive information from the company
- Request user agreement to the website's Privacy Policy
- Inform that the user can change permissions or request cancellation at any time
What is A/B Testing on a Landing Page?
A/B testing is used to test a landing page against its control version (A) and its variant version (B). The goal is to measure which of these versions is more successful based on its key metrics.
This should be done using the landing page editor, where there's a button to create an A/B test. While it's a simple process, we recommend hiring a digital marketing agency to create a successful landing page.
Creating a landing page: a page that makes a difference in lead generation
For a company looking to increase product sales or a professional needing to reach new clients to provide services, digital marketing offers valuable tools. In fact, the internet is one of the primary environments for this. It's common knowledge that people are increasingly using the internet to find solutions to various needs.
As we have seen so far, a landing page developed with strategic elements is fundamental for success in a Google Ads campaignIn fact, it's the key to avoiding wasting money on ads that don't convert. According to a study in the field, a well-designed landing page can increase conversion rates by up to 10 times.
Millions of conversions recorded with landing pages!
Its relevance is so great in digital marketing that, according to the numbers of RD Station, an important marketing automation tool, in 2021 more than 70 million conversions were recorded on landing pages created with the tool.
So, is this the answer you needed to transform your online efforts into more sales for your business? Here at Kaizen, we have a team of experts who create landing pages that convert.
Why choose Kaizen as your agency to create your landing page?
- Exclusive art direction
- Custom layout
- Multivariate A/B testing
- Testing different versions to calculate approval percentage and conversion rates
- Usability study
- Developed to evaluate project architecture, design, navigation and user experience
- Secure, flexible, and scalable hosting on one of the world's largest platforms
Success story: landing page created by Kaizen wins award in Minas Gerais!
Kaizen Agency is a leading digital marketing company nationwide. With two decades of experience, it develops customized solutions for clients across a variety of industries, using strategies that meet the most specific needs.
Recently, the landing page created for the Paulo de Tarso Transition Clinic was recognized in the economic-financial sustainability category of the Mário Alberto de Lima Costa award, which celebrates innovation in strategic actions within the institution.
Work in numbers
The work began in 2021, and with the page live in 2022, over 4 leads were registered by February 2023. This strategy particularly helped qualify the clinic's audience, and the results were surprising: today, the clinic operates with 100% of its beds occupied. To achieve these numbers, the Kaizen team used digital marketing tools to create a landing page entirely focused on conversion.
Landing page structure
The page has an interesting structure: the header informs that this is a new concept in care. Right on the side, a contact form for visitors who want to know more about the service. Scrolling down reveals a little more about what a transition clinic is, who it's for, and when it can be hired.
The institution's service offerings are highlighted below, along with a video created by the client featuring the character "Dona Regina" and patient testimonials as social proof. The agency developed "Dr. Paulinho" and a chatbot for personalized service, in addition to adding a fixed WhatsApp button to the page footer.
For the client…
"In addition to the landing page, the agency developed the institutional website and manages paid traffic to generate business opportunities, targeting bed occupancy. We will continue working hard in 2023 to increase our institution's visibility," says Mariana Castello Branco, communications and marketing advisor at Rede Paulo de Tarso.
To check out the full case, just click here!
See? Landing page creation is at Kaizen!
To have access to a landing page that generates leads and converts sales, count on our expert team. Contact us and together we will discover the best solutions for your company!
About Kaizen
Kaizen is a full-service digital agency operating throughout Brazil. With over 20 years of experience in the digital market, Kaizen has a team specialized in creating online strategies to generate positive results. Key services include lead generation, inbound marketing, and performance marketing for retail, industry, and services. The agency pioneered the creation of its own lead generation and monitoring system in Brazil, providing autonomous data analysis. www.agenciakaizen.com.br
