5 major elements and 2 types of landing page design!

Normally, in the marketing process, many companies spend a lot of marketing expenses on matrix promotion , but they often encounter this situation: a lot of advertising has been done, and a lot of optimization has been done. The daily traffic and click consumption of the delivery page are very high, but the customer leads and purchase rates obtained just can't be increased.

Why is this? A large number of cases have found that companies invest huge amounts in advertising, but invest very little in landing page design and optimization. As a result, although companies spend money on promotion to bring in customers, the conversions they bring are very few.

The landing page is the first point of contact for new users to come into contact with the product. Its importance to the company and the product is self-evident. An efficient landing page can achieve twice the result with half the effort in promoting conversions. So, how to design and optimize the landing page, and what elements should we pay attention to?

1. The Importance of Landing Pages

From the above picture, we can see that the value points in official websites, apps and other platforms are extracted and made into the content that users most want to see, and then distributed through different channels . The channels bring traffic, and the first page that users enter when they click on any channel link/content is called the landing page.

The landing page is the first step for users to come into contact with a company and its products. It will play an important role in receiving traffic and converting users . It is also the terminal link in the marketing process. The design and creativity of the landing page are related to a series of issues such as product positioning, corporate brand image, and overall marketing planning. They must be considered comprehensively and from a global perspective to provide companies and products with efficient traffic windows, help increase user growth , and improve conversion rates .

In specific issues, for example: how to increase user browsing volume, retention time, and conversion rate, all require departments to repeatedly deliberate. The evaluation standard for the quality of a landing page design is data, which is the actual retention volume and order volume after reaching the user. Therefore, when designing a landing page, we must take the goal as the end point and be goal-oriented to design the landing page to guide users to complete the conversion.

2. Five elements of landing page design

In the process of landing page design, we need to consider many factors. In summary, there are probably five major factors:

1. Sort out the core selling points and brand activity information; the landing page needs to tell users who you are, what your core competitiveness is, and what your activities are. It should be easy to understand and direct. After all, the time users see the landing page is only a moment.

2. The overall impression of the brand and product reputation; in terms of brand image, we can highlight the usage of the product, such as: ××× users have registered and used it, and it is the common choice of ××× users. These specific data can enable users to form perceptions and remember them quickly.

3. Consumer benefits: The starting point of a landing page is often for publicity, so highlight what services your product can provide, or what rewards and incentives it can provide. These are factors that users are more concerned about. For example, for restaurants, you can use a 50% limited-time discount, and for members, you can write a half-price discount for members. These are all good incentives. In short, users should feel that opening the landing page is worthwhile and valuable.

4. Authoritative certification; find a third-party organization or influential celebrity to endorse it. For example, for beauty products, you can write "Authoritatively Certified by ×××". Through the endorsement of a well-known organization, you can give users a sense of trust.

5. User information retention: If the purpose of the company's landing page design is to obtain user information, these methods can be used to guide users to leave information and obtain clues. However, generally do not leave too much information, and find enough reasons for users to voluntarily leave information.

The above are the five major factors that need to be considered in landing page design, but in the specific landing page design, you also need to make choices based on the purpose of the landing page and the characteristics of the product.

3. Two types of landing page design

Landing pages can be divided into two types according to their design goals. One is a click-type landing page that displays valuable products. After users see the information released by the merchant, they become interested in the information, click to enter the landing page, view the content displayed on the landing page, and then proceed to the next step. The second type is the lead-generating landing page, which is used to collect user information. In addition to displaying content, it also shoulders the task of collecting user information. Collecting user information will help the next step of marketing activities and turn potential users into real users.

1. Click-through landing page

A click-type landing page is one that has a button item on the landing page for users to click to jump to the activity page (such as JD.com , Taobao , corporate official website, etc.). This type of landing page plays the role of attracting traffic. After the traffic is directed to the web page, the user proceeds to the next step by clicking the button above. It takes over the entire traffic and distributes and converts it for other pages.

Click-through landing pages are mostly for product displays and event notifications for users. Users get to know your products and services by clicking on landing pages. If users need them, they will take the next step, and the purpose of the landing page is achieved.

2. Lead Generation Landing Pages

The page setting of this landing page is an information table. When the traffic brought by the promotion enters the landing page, this page can quickly collect the user's basic information, and the user needs to fill in the relevant identity information.

Common forms of expression include coupon distribution, direct registration, appointment registration, etc. The landing page for collecting leads is mostly used to collect user information. Through the copy and pictures of the page, it displays its own activities or products to users, and then uses preferential prices and gifts to stimulate users to sign up. After obtaining users' personal information, companies can convert these potential users into real users through subsequent marketing activities or messaging through various channels.

4. Optimize the conversion rate of landing pages

The landing page is the starting point for users to contact the product. Users from different channels enter the landing page, and due to different channels, user conversion rates are also different. For example, users from Zhihu and Sina Weibo have different conversion rates after entering the official website, because the characteristics of users from different channels are not the same, and users' needs are also different.

Therefore, we need to monitor the landing pages for users from different channels. Through page click analysis, you can observe which points of your entire page users are most interested in. Through SEM measurement and analysis, you can know which promotion methods have the largest traffic , and count the detailed information of the sources of major channels. Based on the specific analysis, optimize the landing pages to achieve the goal of improving conversion rate.

Summary : Landing page is the key way for users to understand products and companies. There are five major factors to consider in landing page design. Through the landing page, users can get valuable products in the first time and complete the operations according to the page prompts to get the desired goods/services. The company obtains user information/orders. A landing page that is beautifully made, concise and impresses user needs is an efficient strategy to improve user conversion and achieve user growth.