A website with a clear goal
A landing page is an individually programmed website that was created for a clearly defined goal. Potential customers should usually be able to perform a specific action - without any major detours. It is a page with a clear goal, it has no menu, but should always have a call-to-action button so that users can take the desired action. Landing pages are ideal for supporting time-limited advertising measures.
LANDINGPAGES OFFER MANY AREAS OF APPLICATION
A landing page can be interesting for many areas. For online or offline events, such as webinars or trade fairs, landing pages offer a good basis for presenting relevant information or convincing users to take part in an event.
New products are often advertised in a very special way and quickly get lost in the crowd on a normal product detail page. In this case, it is worth creating a customized landing page to highlight the new product, detailed information, features, use cases and much more.
Product specials, such as short-term offers in the form of packages with products and accessories, can also be presented in this way. The intention of such a landing page should always be the purchase of the product by a very specific target group.
Landing pages are also a good platform for one-off or recurring promotions. Loyalty campaigns, collection campaigns, competitions or individually tailored campaigns can be ideally integrated into a user journey.
Especially in the case of large campaigns that are linked to specific actions, users should not necessarily only be made aware of these actions via the corporate website. Targeted ads on various channels can also be used to create awareness.
Another area of application can be specially planned content based on keywords. The aim here is to reach users who are searching for specific keywords via Google. Page content can be prepared specifically for these keywords, which increases findability and can therefore appeal to new target groups.REVERSION OF LANDINGPAGES
The right landing page design helps to achieve specific goals and turn prospects into customers. Digital strategy and visual design should go hand in hand.
A landing page should always make it clear which company is behind it. The corporate design can often be implemented creatively and with current trends, whereby the focus is always on the target group and the goal.The following elements can lead landing pages to success:
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Logo so that users immediately recognize the sender of the offer
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Headline and subline that convey a clear message
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Hero Shot to place the offer or product in a vivid way
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Description text that briefly and concisely describes what it is about
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Clearly formulated call to action
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Optional: testimonial
Interactivity can offer a great user experience, depending on the topic and objective, and convince users of the topic even more. VR, AR, animations, mini-games, videos or other interactive modules offer plenty of opportunities for this.
Since landing pages are often created for one-off campaigns and promotions, they do not necessarily have to be editable. This makes the technical implementation system-independent and therefore much freer. There are many more possibilities in the short term than in the classic environment of content management systems.The many freedoms that a landing page offers in all areas of implementation enable a particularly agile approach, which can keep the development process and ultimately time-to-market very short.Every successful landing page has a clear goal, such as:
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Product sales
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Lead generation
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Distribution of content
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Whitepaper download
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Registration for the event
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Subscribe to the newsletter
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Contact us
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Phone order/consultation
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Visitor redirection to another page
GOALS OF A LANDING PAGE
A landing page should be optimized for a previously defined target group and offer users exactly the solutions and information they are looking for.
The landing page appears either after clicking on a digital advertising medium or by searching Google & Co. The landing page should focus on a marketing product or offer that arouses the user's interest and, ideally, serves as a decision-maker. In principle, landing pages only contain the most important information: presented briefly and clearly.Since every user is different, the implementation of the landing page is quite challenging. There are few users who make a quick decision. Most users need to be convinced by information and benefits. The path to the call-to-action button should then be clearly shown.
