In the context of (online) marketing, a model and function are important that can sustainably improve the success of a tool, in this case a so-called "landing page." A landing page is a section of a website to which interested users are specifically directed. This targeting can be done via search engines, emails (e.g., newsletter systems), electronic advertisements, or other online marketing measures. While other pages of the website provide general information, such as the company's industry, product catalog and service portfolio, or contact details, the landing page serves a very specific purpose: It serves a target audience and is intended to bring about a conversion.
The landing page can be the homepage of the website, but it doesn't have to be. It also offers opportunities for campaign strategy.
In marketing, including online marketing, a specific model and subsequent functions are used to address target groups, continuously moving them toward a specific action or activity, as if in a funnel. Likewise, to convert the page visitor into a prospective customer or, better yet, a paying customer. To achieve this, sales uses the marketing funnel model and the marketing conversion function – the AIDA advertising effectiveness principle. ---> More on this here
The landing page as a tool
The structure of the landing page and its function is an important task in online marketing. As a landing page for direct traffic from search engine referrals or other hyperlinks, it is a special page for targeted campaigns, specific target groups, or individual and highlighted products. These special pages differ from other pages on the website in that they not only address specific target groups and highlight a specific product or service, but also allow for direct interaction on the page.
Since the "ordinary" site visitor systematically has several additional marketing tools in their field of vision, this serves a fundamental purpose in efficiently transforming their status (marketing conversion). In conjunction with the presented offer, visitors can immediately feel like interested parties and take action. This action can be a simple request for contact via the contact form, subscribing to a newsletter, or directly purchasing a product.
The core element is the call to action (CTA). It represents an important marketing element. Often, the starting point is a design element, such as a purchase/order or subscription button. This can effectively encourage visitors to take action, such as purchasing or registering.
The biggest advantage of this landing page is that it doesn't have to be a one-off. Using this tool, entire marketing strategies can be developed by combining it with other sales measures. Various landing pages can be designed for specific products, target audiences, traffic channels, and dependencies on your own other measures, e.g.:
- The combination of an online ad with Google Ads and a link to Landing Page 1 and Product 1
- Banner advertising on other pages with a link to Landing Page 2 and Product 2
- Other traffic channels, such as newsletters, with a link to Landing Page 3 and Product 3
- Other traffic channel platforms, such as social media services (Facebook, Instagram, etc.) with a link to Landing Page 4 and Product 4
- Your blog article with a link to Landing Page 5 and Product 5, Landing Page 6 and Product 6
- and many more...
These types of landing pages are generally not tailored to detailed meta information; they are intended to accelerate the conversion process from a marketing perspective. Rather, they are the result of the phases of the marketing funnel system (AIDA) that have already been completed. As a measure, they are therefore subordinate to the overall strategy.
Monitoring Success with Split Testing
The so-called split test (also known as A/B testing) serves as a monitoring function for a marketing measure. Two versions of a tool (e.g., the landing page) are created, and later analyzed to determine which was more successful. Using technical tools, the click-through rate, conversion rate, and even the visitor's dwell time can be measured. Versions A and B differ in one element. The basis for this research purpose is a hypothesis, e.g., a different or larger hero shot (design image) or different text or colors on the buttons. The metrics created with technical tools (e.g., click counts) are used for evaluation. This test can be implemented using two different landing pages based on a consistent ad/announcement. The evaluation leads to a data-driven decision-making basis.
In the simplified test version, the A/B variation is presented to two separate groups of testers, who record their page experience and opinion. The second variant was also presented and accompanied by a report.
Landing page style
The headline of the content must be compelling.
As previously studied marketing strategies have revealed, most visitors read the headline, rarely the "fine print." The headline immediately catches the eye on the page and must convey what it is about and what benefits it offers, as well as the unique selling point (USP) of the advertised product or service. Creativity is very helpful here. A subheadline, which is slightly smaller in font size and extends the message, can also be used as a stylistic device. The following description of the product should serve as a supplement, not as the main informational layer. It is subordinate in nature.
The Descriptive Character
Technology and its explanations are something for existing product pages, their descriptions, and data sheets. It's definitely helpful to keep the technical explanations to a minimum. There's not much room for too much text. Advice should focus on the visitor's emotions and experience. Key questions: Has the advertised product solved "their problem"? How can you help them further?
A picture is worth a thousand words
A large, stylish image or graphic underlines the landing page and immediately fills it. It serves to describe the product or service and the positive experience. In the context of increasingly internet-oriented marketing, this image is also called a "hero shot" due to its conciseness. This graphic should be large and serve as an eye-catcher. The graphic should help better understand the context and what the product is all about. It should also describe the product. This graphic can be wonderfully combined with a call to action, such as a button. However, the hero shot should not be focused on sales, as this would likely appear intrusive.
In the service industry, a common phrase is "show your face." Here, the focus is on people, especially when the person providing the service is a consultant, coach, trainer, or caregiver. Exuding seriousness and sympathy is more important than any reference.
Moving images speak volumes:
Visual page elements aren't limited to created graphics or photos. Rather, they can be used with moving graphics, such as GIFs, Flash videos, or video clips. These elements can also help keep visitors on the page and ultimately engage more closely with the product. Well-done, video clips also serve to evoke emotions. These elements can also be combined with a call to action, such as a linked text. Here, too, the element shouldn't resemble an infomercial, but should remain subtle.
Simple example of a headline and "hero shot," as well as a call to action with a button:
As the example suggests, such landing pages are less about cramming in as much content as possible, but rather about presenting a product's benefits. Using just a few words and complementary graphics, they can subtly describe the product and prompt action from the visitor. Of course, the landing page doesn't necessarily have to be this short. However, such a structure is also suitable for addressing the product's additional benefits. A systematic structure is mandatory.
The Call-To-Action (CTA) Button
The CTA button serves as a conversion function for the marketer and as a recommendation for action for the visitor. The principle here is: as few buttons as possible. An alternative to the recommendation for action is not harmful; rather, it offers a way out and new possibilities for the site operator. Labeling these buttons is a science in itself. The effectiveness of the short text determines the outcome.
In modern internet language, an informal speech has become established. It suggests closeness and has a personal feel. With older target groups, this should be avoided and the formal speech should be used instead. Other suitable words are those that aim to build an argument or encourage determination ("Because...", "Now...", "Immediately..."). Avoid clumsy statements on buttons like "Click here."
The Trust Elements
A website visitor will not only want to determine whether a product is profitable for them. Trust elements have a stabilizing influence on their opinions. These can be provided by reviews or feedback from existing customers. In professional marketing, "social proof" is a frequently used tool. Unfortunately, this mechanism is abused by numerous spam and scam sites. So, no one in the online world is surprised today that "online money machines," such as cryptocurrency betting programs, have 20 (fictitious!) satisfied customers confirming their "new wealth."
All that remains to be emphasized here is the traceability of customer testimonials. Data protection aspects are a huge hurdle here. However, there remains the option for the customer to provide their own website as part of their feedback and not to act under a pseudonym. A conversion to an advocate is worth its weight in gold here. Of course, the information provided must be voluntary and agreed upon with the existing customer.
Excerpts from press articles and quotes from advocacy sites can also help and build trust.
Stay in touch
Online consulting is also undergoing a transformation. Live chat is an increasingly popular conversion tool. Offering visitors the opportunity to ask questions immediately is the gateway to becoming a prospective customer. Of course, the resources must be available for this. AI-supported live chats bring risks, especially if they conceal the fact that the visitor isn't interacting with a human.
Elements that are usually located in separate areas of the website can also be used to round out the page. This includes all contact channels. If the customer wishes to opt out of the newsletter or website feed, there is always the email form, as well as the identification of contact details and social media channels. Finally, offering the customer the option to follow the company profile on Facebook, Xing, Instagram, etc., at least demonstrates the provider's zeitgeist and presence.
No Distractions During the Customer Journey
The customer journey is a marketing term. It describes the path and individual steps a potential customer takes before deciding to purchase a product or take further action. Distractions are not helpful here. When it comes to landing pages, a focus on a specific product or service is a core feature. Any other related content and other aspects of the company's service portfolio should not be included here. This is a feature of the main pages of the website. Focusing on the core process also includes minimizing the number of menus and buttons that lead to exits. Anyone aiming for a specific sales experience should hide the rest of the online world of their website – or related pages.
Meta and Page Language
Optimizing meta descriptions and meta keywords that aren't visible on the landing page is especially important for search engines. If you search, you'll find – but only if these meta sections also reflect the search phrase. Clear, simple language and an unambiguous message should be used in the meta description. Variations in usage, synonyms, and alternative terms should be found in the (meta) keywords.
The optimization of meta descriptions and meta keywords that are not visible on the landing page is particularly important for search engines. If you search, you will find – but only if these meta sections also reflect the search phrase. Clear, simple language and an unambiguous message should be used in the meta description. Variations in usage, synonyms, and alternative terms should be included in the (meta) keywords.
The same principles apply to the visible text on the page, the landing page. Simple language promotes general understanding. Technical advice and expertise are not the focus here. "Technical jargon" remains absolutely secondary.
Every customer journey through the world of products is connected to emotions. The construction of emotion-generating messages is subject to a certain subtlety. Emotions guide, reason stabilizes. Grotesque, emotionally interpreted messages are not promising but rather promote product disappointment. For reputable providers, realism and customer loyalty with the product—not with words—are the foundation for an expandable sales channel.
The Role of SEO/SEM
Search engine optimization (SEO) is a catalog of measures designed to improve a website's visibility in search engine results. SEO is divided into sub-areas and describes technical, content-related, and organizational measures:
- Technical optimization: Clean website programming. Short loading times. Mobile-friendliness is becoming increasingly important today.
- Content optimization: Appealing page content that matches searchers' interests. Good meta descriptions.
- Backlink management: Other websites that link to your own. This can be done in forums, web link registers, or on websites.
Good SEO is particularly important because of the positive impact it can have. High-quality SEO helps improve your website's ranking in search engine results. Targeted meta information can boost your website and its subpages' visibility. The better the ranking, the more likely internet users are to visit the site. Optimal SEO and ranking are key to long-term success. The webmaster section of search engines provides information on click rates and click times in its reports. This metric is particularly important for monitoring success.
Search engine marketing (SEM) is a branch of online marketing and encompasses (advertising) measures related to attracting visitors via search engines. For example, a paid ad placement in search engine results can be part of an SEM campaign. This is particularly effective when the ad appears linked to individual search queries and the terms used in these queries - a "related advertisement". Here, too, the search engine report reveals times and click rates and forms the basis for improvements.
Tools for your web presence
All common and widely used content management systems (CMS) today offer analytics plugins for installation. This applies to both the world's most widely used system, WordPress, and alternatives like Joomla! or Contao. These statistical tools allow the analysis of specific actions, visitor numbers, and visitor times. Since these systems are free, open-source products, many extensions are also free. Of course, paid licensed products with accompanying support are also available among the tools. The download areas of the respective content management systems provide a wonderful overview.
If you don't use a software system for website creation and maintenance, for example, if your company's website is static, you can use Google Analytics. Of course, the Google Analytics service can also be used in conjunction with a content management system. Here, page code is inserted into the existing website, enabling analytics.
A good example for the WordPress CMS is the InstaBuilder plugin, which allows site owners to create landing pages and other marketing pages with a clear tool interface. It is user-friendly and offers a variety of templates and design elements.
Similarly, a free extension, LPs Simple Landing Pages, and the paid plugin, Geek Landing Page, are available for Joomla!.
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Kotler, Philip/Schellhase, Ralf: Grundlagen des Marketing. Verlag Pearson Studium, 2011.
Lammenett, Erwin: Praxiswissen Online-Marketing. Springer Fachmedien Verlag, 2019.