3. Identify the target and the channel
Posted: Sun Dec 22, 2024 4:31 am
Step-by-step guide to creating a landing page that converts
Branch Avatar
By:
Branch
Posted on:
mayo 22, 2021
Start
Marketing Digital
Creating a landing page is the process of designing a page that a user “lands” on to obtain the information they are looking for and perform a single desired action that will advance them through their journey as a user or buyer.
When a user enters a landing page, they find a contact form and a button (call to action) that they must click on to obtain what they are looking for: a document (lead magnet), a registration, a quote, a product or service, among others.
However, if a landing page does not have certain requirements or elements that guarantee a good user experience, it simply will not convert. In other words, it will not get a user to click on the CTA and move through the conversion funnel.
For this reason, we are going to teach you, with this guide, how to create a landing page that converts step by step , and that becomes essential in your digital marketing strategy.
Steps to create a landing page
infographic-guide-to-create-a-landing-page-that-converts-step-by-step
1. Choose the ideal platform
The first thing you need to know is that to create a successful landing page, you don't need to write a single line of code : there are already programs and online platforms that allow you to do it in a matter of minutes.
So now efforts must focus on choosing the platform that meets, as far as possible, the following attributes:
Competitive price
Usability
Professional templates
Mobile adaptability (responsive designs)
Drag and drop tool
Linking with automated marketing platforms and CRM
Access to multiple users
A/B Testing
We share with you a list of the best platforms to design landing pages:
Unbounce.
Instapage.
Hubspot.
Leadpages.
GetResponse.
You may be interested in reading: What is a landing page and what is it for?
2. Establish the objective and the call to action
The goal of your landing page is basically the conversion you want to achieve. It can be: collecting leads, obtaining event registrations, subscriptions, downloads of content, among others.
Of course, the purpose of your landing page should be related to the advertising objective of your ad or website, the call to action, and the results you want to achieve in your digital marketing strategy.
Unlike other websites, landing pages convert more because they have a single call to action, which must be clear, concise and aligned with the strategy.
For example, for an advertisement for a digital marketing event, you can link a landing page with the following conversion objective: “Register 600 people in 7 days” and the following calls to action: “Register today” or “I want to register.”
The third step is to establish who are those people who should land on your landing page and through which channels they will do so.
This step is pretty easy if your landing page is connected to a social media ad, or Google, because the traffic will be pretty much the same.
If the landing page is not linked to an advertising campaign, but is hosted on your website, we recommend implementing SEO techniques to attract traffic segmented by keywords.
And if you have no idea who your target audience might be, think about the value proposition of what you want to offer: who will benefit? What should the lifestyle of the person who will be interested in your product or service be like?
Market research and the creation of buyer personas are very useful at this time. They shed light on who your ideal buyers might be and how you should focus your communications.
Read also: What is a buyer persona and how to create one?
4. Write the body of the text
The body text of your landing page should be brief and focused on the conversion objective. It consists of a headline and some subheadlines if the information requires it.
The headline is the first thing users read when they enter your landing page. The key here is to explain the biggest benefit that your product or service is offering, that is, your unique selling proposition; what in English is known as Unique Selling Propositio n (USP).
It's not about describing the features or functionalities of what you're offering, but rather detailing its benefits and the differentiating value proposition.
There are formulas for writing advertising copies that can help you at this point. One of them is the AIDA method, which consists of creating a message that initially captures attention, then generates interest and desire, and finally incites the desired action (conversion).
In this article we teach you how to create texts using the AIDA model:
AIDA Model: What is it and how to apply it in digital marketing?
5. Add audiovisual resources
The famous “hero image” is a large, eye-catching and prominent image that should be present on your landing page because it helps the user quickly understand what the offer is about and connect with an emotion, a memory or a reference.
Infographics, presentation videos and product demonstrations are taiwan phone number also very useful: they show the benefits of a product or service in an entertaining and memorable way.
Of course, no matter which audiovisual resource you choose, it has to be aligned with the sales proposal, the conversion objective and the interests of the target.
6. Incorporate the registration form
The registration form is the central element of your landing page. It is what will allow you to obtain data from your prospects and clients, and achieve the conversion you want, such as obtaining registrations, generating sales, obtaining demo requests, among others.
There are basic rules you should follow when creating a form. Here are some:
Ask sociodemographic and identity questions: name, surname, telephone number, email address.
Find out about the work environment (especially if it is a product for the B2B market): position, company, company sector.
It includes a checkbox for authorization to handle the collected data, in which the person confirms that they have read the Privacy Policies and Data Protection Conditions managed by your company.
Add a call to action, which must contain a verb (among them: register, buy, quote, download, etc.) and, if possible, a keyword that has been used on the landing page.
7. Create an event to track conversions
Conversion events are codes that you have to place on your landing pages if you want to know how many users convert.
These events can be the Google Ads and Facebook Pixel, which allow you to know the source of traffic to the landing page and track when a person fills out the form or not .
There are “login”, “register”, “add to cart” or “purchase” events that allow you to track when a person performed those actions on a landing page.
Likewise, user behavior tracking events or tags serve to measure results and verify the effectiveness of a strategy. It allows you to validate your marketing efforts and know if the landing page is achieving the objective.
The data generated by the event can also help you calculate the ROI of your advertising campaign.
Note! You can place the same event on different landing pages if they all meet the same conversion objective.
8. Do A/B testing
A/B testing is the process of launching two versions of the same element. It can be a landing page, an advertisement or an email, and it is used to find out which one works better and generates better results.
A/B testing works, for example, when you write two different headlines for your landing page and want to test which one is more attractive, or if you have two places on the page in mind to place the call to action and you don't know which place attracts more attention.
This comparative technique pits your ideas against each other to choose the most effective one, which is why you should implement it when creating a landing page that converts.
9. Measure the results
Periodically log into Google Analytics and measure the performance of your landing page. Compare the results with past periods and check whether the conversion goal set is being met or not.
Branch Avatar
By:
Branch
Posted on:
mayo 22, 2021
Start
Marketing Digital
Creating a landing page is the process of designing a page that a user “lands” on to obtain the information they are looking for and perform a single desired action that will advance them through their journey as a user or buyer.
When a user enters a landing page, they find a contact form and a button (call to action) that they must click on to obtain what they are looking for: a document (lead magnet), a registration, a quote, a product or service, among others.
However, if a landing page does not have certain requirements or elements that guarantee a good user experience, it simply will not convert. In other words, it will not get a user to click on the CTA and move through the conversion funnel.
For this reason, we are going to teach you, with this guide, how to create a landing page that converts step by step , and that becomes essential in your digital marketing strategy.
Steps to create a landing page
infographic-guide-to-create-a-landing-page-that-converts-step-by-step
1. Choose the ideal platform
The first thing you need to know is that to create a successful landing page, you don't need to write a single line of code : there are already programs and online platforms that allow you to do it in a matter of minutes.
So now efforts must focus on choosing the platform that meets, as far as possible, the following attributes:
Competitive price
Usability
Professional templates
Mobile adaptability (responsive designs)
Drag and drop tool
Linking with automated marketing platforms and CRM
Access to multiple users
A/B Testing
We share with you a list of the best platforms to design landing pages:
Unbounce.
Instapage.
Hubspot.
Leadpages.
GetResponse.
You may be interested in reading: What is a landing page and what is it for?
2. Establish the objective and the call to action
The goal of your landing page is basically the conversion you want to achieve. It can be: collecting leads, obtaining event registrations, subscriptions, downloads of content, among others.
Of course, the purpose of your landing page should be related to the advertising objective of your ad or website, the call to action, and the results you want to achieve in your digital marketing strategy.
Unlike other websites, landing pages convert more because they have a single call to action, which must be clear, concise and aligned with the strategy.
For example, for an advertisement for a digital marketing event, you can link a landing page with the following conversion objective: “Register 600 people in 7 days” and the following calls to action: “Register today” or “I want to register.”
The third step is to establish who are those people who should land on your landing page and through which channels they will do so.
This step is pretty easy if your landing page is connected to a social media ad, or Google, because the traffic will be pretty much the same.
If the landing page is not linked to an advertising campaign, but is hosted on your website, we recommend implementing SEO techniques to attract traffic segmented by keywords.
And if you have no idea who your target audience might be, think about the value proposition of what you want to offer: who will benefit? What should the lifestyle of the person who will be interested in your product or service be like?
Market research and the creation of buyer personas are very useful at this time. They shed light on who your ideal buyers might be and how you should focus your communications.
Read also: What is a buyer persona and how to create one?
4. Write the body of the text
The body text of your landing page should be brief and focused on the conversion objective. It consists of a headline and some subheadlines if the information requires it.
The headline is the first thing users read when they enter your landing page. The key here is to explain the biggest benefit that your product or service is offering, that is, your unique selling proposition; what in English is known as Unique Selling Propositio n (USP).
It's not about describing the features or functionalities of what you're offering, but rather detailing its benefits and the differentiating value proposition.
There are formulas for writing advertising copies that can help you at this point. One of them is the AIDA method, which consists of creating a message that initially captures attention, then generates interest and desire, and finally incites the desired action (conversion).
In this article we teach you how to create texts using the AIDA model:
AIDA Model: What is it and how to apply it in digital marketing?
5. Add audiovisual resources
The famous “hero image” is a large, eye-catching and prominent image that should be present on your landing page because it helps the user quickly understand what the offer is about and connect with an emotion, a memory or a reference.
Infographics, presentation videos and product demonstrations are taiwan phone number also very useful: they show the benefits of a product or service in an entertaining and memorable way.
Of course, no matter which audiovisual resource you choose, it has to be aligned with the sales proposal, the conversion objective and the interests of the target.
6. Incorporate the registration form
The registration form is the central element of your landing page. It is what will allow you to obtain data from your prospects and clients, and achieve the conversion you want, such as obtaining registrations, generating sales, obtaining demo requests, among others.
There are basic rules you should follow when creating a form. Here are some:
Ask sociodemographic and identity questions: name, surname, telephone number, email address.
Find out about the work environment (especially if it is a product for the B2B market): position, company, company sector.
It includes a checkbox for authorization to handle the collected data, in which the person confirms that they have read the Privacy Policies and Data Protection Conditions managed by your company.
Add a call to action, which must contain a verb (among them: register, buy, quote, download, etc.) and, if possible, a keyword that has been used on the landing page.
7. Create an event to track conversions
Conversion events are codes that you have to place on your landing pages if you want to know how many users convert.
These events can be the Google Ads and Facebook Pixel, which allow you to know the source of traffic to the landing page and track when a person fills out the form or not .
There are “login”, “register”, “add to cart” or “purchase” events that allow you to track when a person performed those actions on a landing page.
Likewise, user behavior tracking events or tags serve to measure results and verify the effectiveness of a strategy. It allows you to validate your marketing efforts and know if the landing page is achieving the objective.
The data generated by the event can also help you calculate the ROI of your advertising campaign.
Note! You can place the same event on different landing pages if they all meet the same conversion objective.
8. Do A/B testing
A/B testing is the process of launching two versions of the same element. It can be a landing page, an advertisement or an email, and it is used to find out which one works better and generates better results.
A/B testing works, for example, when you write two different headlines for your landing page and want to test which one is more attractive, or if you have two places on the page in mind to place the call to action and you don't know which place attracts more attention.
This comparative technique pits your ideas against each other to choose the most effective one, which is why you should implement it when creating a landing page that converts.
9. Measure the results
Periodically log into Google Analytics and measure the performance of your landing page. Compare the results with past periods and check whether the conversion goal set is being met or not.