Landing Pages

Landing page is a term widely used in the marketing and communication sector, but not everyone knows very well what it is, or what benefits or advantages it can provide compared to other tools.

In today’s post, we want to clarify what they are, and why it is good to create landing pages to generate leads and achieve the objectives of your online marketing strategy. It is important that you know how to create a landing page, and the best reason to launch yourself is to know its benefits.

For now, and before getting into the matter, it should be clear to you that the application of landing pages in digital marketing strategies can bring many advantages, as well as help you achieve certain objectives.

Read on to discover everything you need to know about this term and some examples of landing pages that work.

Lead Generation: Basic Definitions

The first thing when implementing this tool within your strategy (and any campaign you are going to carry out), is to be clear about what each thing is.

The goal of any brand is to sell more and reach more people. It is precisely this, reaching more people or expanding our audience, which we will achieve with a good landing page that generates leads. 

Let’s see what a landing page is and what leads are in order to start working and thus improve the online marketing strategy.

What is a landing page?

Broadly speaking, landing pages are websites with special characteristics, which focus all their elements on achieving objectives.

A «Landing Page» is a basic web page (one page and without advanced functionalities) that has the specific objective of capturing «Leads» in order to later achieve new clients.

Therefore, it should be noted that these visitor landing pages pursue a very specific defined objective, which allows the results of a certain campaign to be measured.

For example, they can be designed to get users to:

  • Register for an event or fill out a form.
  • Buy a product or download an app.
  • They subscribe to a service.

Mainly, their common goal is to obtain user data, for one purpose or another, to increase the brand database. In the medium term, the goal is to convert these users into customers.

What is a lead?

We already have the first definition, and the importance of creating landing pages in an online marketing strategy is becoming obvious. So, let’s see what a lead is:

A Lead is a business opportunity or potential customer.

In the case of landing pages, a lead is each user who has voluntarily provided their data to expand the brand’s audience, and may become customers in the short or medium term.

To understand it better, it is easiest to look at social networks and blogs. Every time users offer their data, in a contact form or when subscribing to a free newsletter , they are converting into leads.

The normal thing is that to give that information, the user receives something in return; a newsletter, a discount, a downloadable, etc. For this reason, it is always very important to work on what is going to be offered to them in exchange for their data.

How to generate leads with A/B Test

It is clear that although the landing pages share part of the objectives, not all of them should be the same. Each landing page should promote what is most relevant to the brand and to the specific campaign they are part of.

Sometimes, it is difficult to know what is going to work better or worse within the landing page, and which elements should be promoted more. To resolve doubts, it is best to try an A/B Test and optimize your landing page based on the results.

To start this type of test, you have to create two versions of the same landing page, introducing variations in one of them on the elements that we have doubts about.

When creating your variations, you should keep in mind what your goals are with this campaign. Both versions should be focused on those goals, and the variations between one and the other will tell you what best reinforces your strategy.

Of the two versions of landing pages created to generate leads, one of them will be the control version, the most used. The other version will be the test version, using it to a lesser extent, and measuring the response of users.

You must analyze the behavior of users within both versions, see where they look more, click, etc., and if you achieve your goals more easily with one of the two versions. All the data generated in your two versions will tell you how to optimize the landing page.

6 Tips when creating an A/B Test

Before launching to try different versions of landing pages, keep in mind the following tips:

  1. Clearly define your goals.
  2. Be patient, the data does not arrive from one moment to another.
  3. Analyze all the data.
  4. Make decisions about everything the data tells you, don’t overlook anything.
  5. Do not limit yourself and modify everything you think is necessary.
  6. Test, test and test. There will always be things to improve, so keep testing.

An extra tip; If you use Google Analytics to analyze your website, you may find its “ Experiments ” tool very useful . With Google Analytics you can create this type of A/B test when creating landing pages to generate leads.

How to create effective landing pages

Before going on to see some landing page examples, let’s see what steps we must follow to create them.

These types of pages are very simple, but at the same time they require great precision in the details to achieve the proposed objective: to capture as many leads as possible.

If you are going to create one, focus on the following:

  • Holder or promise. This must be very specific, but at the same time be in tune with what the person who leaves their data in the form is going to obtain.
  • CTA. The best landing pages are those that do not forget to include a call to action in their header. This should be brief, concise and direct.
  • Benefits. On the other hand, it is also important to clarify the advantages of completing the form. Remember that this requires a small investment of time for the user and if he does not see the benefit clearly, he will not do it.
  • Form. Finally, we cannot forget to add the form through which a user will become a lead. The most advisable thing is that this be short. That is, only request the strictly necessary fields.

In addition to these elements, to explain how to create effective landing pages, it is necessary to mention the different tools that the market offers for it. The most popular are tools like Leadpages, Elementor or Clickfunnel.

Examples of landing pages that convert

It has always been said that an image is worth a thousand words, so we are going to show you several examples of landing pages that are working successfully so you can see everything you can do to generate leads:

1. SendPulse

 

The landing page of this landing page  creator  uses a main image that shows different examples of landing pages that can be created on the platform, including a CTA for a free trial. In this case, the landing page does not contain any form as in other examples, but instead redirects the user directly to the test.

Likewise, the page shows some characteristics of the clear and simple interface that the user can find in the product.

 

2.Shopify _

 

Shopify uses a very simple landing page with a clear description of your product and no distractions. The call to action is the main thing on this landing page, with a striking and simple button.

In addition to the main prize for offering your data (the free trial), at the bottom they offer you a second prize in the form of free tips and resources for your store.

3.Salesforce _

 

This Salesforce landing page has more distractions than the previous one. However, it also prioritizes the button with the call to action. In addition, it clearly defines the product in a few words.

As in the previous case, the form appears once we agree to get our prize. It also uses a very common element in landing pages oriented to lead generation, and that is the use of testimonials (in this case demonstrations of other brands).

4.Nosa Healthcare

 

Nosa’s landing page is the simplest yet, as it is limited to the basics.

It includes a form to give your data , and publicity about the prize that will be given to you once you fill out the form. Although they do not specify the rest of the services they have, the downloadable already indicates their main sector.

5. Inbound Emotion

 

Inbound Emotion uses a landing page that, as in the previous case, does not specify its product. However, the same dynamic is repeated whereby the downloadable used as a prize indicates the sector of the brand.

In this case, the copywriting used is the hook (and not the product itself), and the form is in the foreground, in a prominent position. It is important to keep in mind that this landing page does not have any vanishing point, the only possibility is to fill out the form.

6. Culligan

 

Culligan has a landing page with many elements, yet they still find the balance to highlight the call to action.

In this case, the prize is a promotion and not a downloadable one, so you are directly prompted to fill in your details, and the form appears once you click on the main button.

They use a very commercial resource, indicating an end date for the prize. In this way, they encourage users to request their promotion now.

7. Web profits

 

Webprofits uses a landing page with very few elements, but effective. They do not make a detailed description of their product, but they define it by offering you their prize.

This landing page is completely oriented to the generation of leads, since everything revolves around what the user will obtain if they provide their data. The main element is the call to action with the first step.

Once you start filling in your web address, a dropdown opens that invites you to fill in the rest of the necessary fields for them to win a lead and you get your free strategy.

8. Sleep

 

In the case of the Soivre Cosmetics landing, the form is in a prominent position, right next to the description of the download that they offer you. There is no escape point, since the only option is to fill in the data and download the guide.

The white background, together with the elements in light colors make it a visually very clean landing page, the call to action stands out with that striking pink tone.

9.Lyft _

 

This is a fake landing page as it is part of the entire Lyft website. Actually, this is the landing page, but as soon as you move the mouse a little the rest of the web loads and the top menu increases.

Nor do they offer a downloadable file when filling in the data, but rather they fully trust the qualities of their product and what they offer is being able to enjoy its benefits. What works on this landing page to generate leads is to give the form absolute prominence.

10. Edward Duke

 

Eduardo Duque’s landing page is the maximum simplicity. Define your product, your downloadable and completely prioritize the call to action.

The novelty in this example is that it includes a button to reject the download, which sends you directly to its website. It is a vanishing point that can be used by users who arrive at your landing, but which can be highly valued by users since they feel they can choose.

11.Evernote _

 

In the case of the landing page created by Evernote, the use of video as the background of the landing page stands out.

The video makes the characteristic simplicity of landing pages lose, but nevertheless it captures the attention of users quite well, since it is not intrusive either, and is relegated to the background, behind the call to action.

12.Avast _

 

Another example that perfectly obeys the definition of a landing page is the one found in the Avast brand. As an element to highlight, we must mention that it makes use of a data that generates authority for its brand. This favors the confidence that the new user may have in this antivirus. And, therefore, the conversion of the page.

13.Burger King

 

Another way to get leads is through app downloads. And in that area, Burger King has a clear strategy.

The hook or reward offered on your landing page to get more downloads are the discounts that the user can find within the app. Without a doubt, it is an extremely attractive landing page in Spanish.

14.Dropbox _

 

This could be one of the best landing pages to use as an example. It includes all the key elements that make for a good conversion:

  • On the one hand, its headline is clear, direct and aligned to the functionalities that the user is going to access.
  • The benefits, mentioned below, are described without losing sight of the needs of the target audience.
  • The call to action is short and quickly informs you of the action that is about to be completed.
  • Finally, to the right of this landing page in Spanish, there is an image that shows what the software is like inside.

As we said, it brings together all the pieces that make this type of page especially attractive. Which greatly favors your conversion.

15. Quipu

 

If this brand stands out for something, it is for its simplicity and simplicity. And in this landing page example you can easily see it. The reward offered to users who sign up is a 15-day free trial of their software and includes a very powerful benefit; no credit card is required to access it.

In addition, on the right you can see an image of the software and the call to action button informs about what will happen after clicking on it.

16.Springfield _

 

One of the strategies used by clothing stores to gain leads through their website is to offer discounts for registering. In the example, you can see how Springfield does it.

A priori, it could be said that, by offering a hook as powerful as a €12 discount, it is effective. However, the form is too long. And that can compromise your conversion.

The ideal would be to include a form with fewer fields, only those necessary for registration. And, later, when the user goes to make a purchase, request the others.

17. Come

 

We continue with the fashion sector, but in this case you can see that the form is much simpler. It is worth mentioning that it is not a landing page itself, but a pop up or pop-up window that appears after scrolling the page. It also fulfills the function we are looking for.

18. Verti

 

This is another example of a landing page in the form of a pop up. Appears after spending a few seconds on the page. As you can see, it is much simpler than the previous ones, but it offers remarkable results. In addition, it shows two very interesting benefits:

  • The time, which promises a response in just 2 minutes.
  • And the free call without the user having to bother.

conclusion

As you have seen, most of the landing pages that generate leads have the same base elements, distributed in different ways. Then, it is up to each brand to see what differentiating elements to use.

What you should be clear about after reading this article is that it is essential to define the objectives well and structure everything around achieving them. We insist on the vanishing points; the fewer your landing page has, the more difficult it will be for users to leave without leaving their data.

Creating landing pages to generate leads may seem complicated at first, but by including the key elements, highlighting the call to action and testing the A/B tests, you will achieve your goals.