Understand Landing Page

Knowledge Sharing:
1.  A landing page is a web page that allows you to capture a visitor's information through a lead form.
2.  Whether you’re building a landing page for a new lead or an existing lead or customer, the end goal is the same: to capture your lead’s interest in something you have to offer, and then use this opportunity to nurture them further down the marketing funnel towards the next sale.
3.  A landing page is the page a visitor arrives at on your website after clicking an ad (for example, a Google text ad or display ad). Inexperienced marketers often direct all of their PPC traffic to their homepage, but this can be a big mistake. Specific landing pages tailored to different offers are essential for providing a quality experience for visitors and driving conversions with a targeted message that matches each user’s need.
4.  And what are their hopes, dreams, and aspirations? As silly as that sounds, it’s true to some degree – the better you understand your audience, the more you can cater to their wants and needs. Unless you know who your ideal customers are, it will be very difficult to write persuasive copy in the voice of the customer. So get in your audience’s head, Hannibal Lecter-style.
5.  Businesses with more landing pages (30+) generate 7x more leads than those with only a handful, so there’s no denying their value. Ideally you want a tailored landing page for each ad group, but that’s a pretty hefty operation, so start where you can. Try beginning with one custom landing page per campaign, and add from there for individual ad groups when resources allow.
6.  A landing page should offer all the necessary information, but not so much as to overwhelm (and as a result, drive away) the visitor. Provide the essential info that will interest your audience and nothing more.
7.  The whole point of having landing pages, of course, is to get leads through PPC. Landing Pages & Leads helps ensure that you’re in a position both to get more leads and to understand why and how you got them! Here you can check your conversion rates and dig in for more lead intelligence:
8.  You don’t want people to just visit your page. You want them to take action once they are there. So make it as easy and compelling as possible for them by including these elements found in a landing page that CONVERTS:
9.   Don’t distract them with lots of other requests. The best pages accentuate only one CTA.
10.  Research has shown that the more choices you offer people, the longer they take to make a decision.
11.  Study after study has shown that more fields = lower response, so ask your visitors for the bare minimum.
12.  In Salesforce, There’s no navigation bar up top, the few administrative links are tucked away at the bottom, and social links are small and discreetly grayed out. The form asks for just a few fields and follows up with a nice, bright, benefit-offering CTA.
14.  It’s generally believed that you should describe what you’re selling from the customer’s viewpoint. In other words, explain what problems your product or service can help solve. That may be true for your site, or it may not; this is a rich area for testing
15.  So when you’re writing your headline, go for clear and explanatory over coy and clever.
16.  Keep the most essential parts of your message – logo, headline, call to action, a supporting visual – in the center top of the screen, with supporting messaging lower down on the page.
17.  Aah, it’s all there – good headline, bright CTA, social proof, and some VIA. Even on a smaller screen, the most important elements will be visible.
18.  As with the headline, distracting elements can work when you’re trying to get attention. But when people are on your site, you don’t want to sidetrack them with a bunch of visual junk.
19.  It’s tempting to add dramatic swirls, jQuery sliders, exploding graphs, and stock photos of people looking deliriously happy with their computers. But as with everything else, make sure it is in service of, and not distracting from, getting visitors to take action.
20.  As social creatures, humans tend to place greater value on things that other people have already approved. That is why most sites will tend to display evidence of such social validation:
A list of customers
Press mentions
Usage statistics
Testimonials
21.  Landing pages look just like any other website but they operate a bit differently. In the online marketing industry, landing pages are used to promote a specific action – downloading a program, subscribing to a newsletter, purchasing a product, etc. As opposed to a full-blown website, a landing page is a single page with a highly specific target: getting visitors to complete an action.
22.  In terms of content, the landing page has one simple message to convey. It promotes the desired action and sticks to explaining the benefits of performing this action.
23.  The design of the page needs to focus on support this objective and not anything else. This also means that the design shouldn’t be “too pretty”  as to not compete over the viewers’ attention.
24.  Headlines, subtitles, buttons and images need to represent the page’s message in a powerful and effective way.
25.  One of the greatest advantages of of landing pages is that they are relatively easy to make. This means you can actually create more than one landing page and test the performance of more than one design. Testing landing pages is a crucial technique in professional online marketing. It can teach you a lot about your target market and help you focus your messaging in the future.
26.

4 Questions:
1. What exactly is being offered? - You should answer the question "What's in it for me if I give you my information?"
2. What are the benefits of the offer? - You should explain why the viewer just can't live without it.
3. Why does the viewer need the offer NOW? - You should create a sense of urgency around your offer.
4. How does the user get the offer? - The page should make it easy for the lead to convert.

Promoting Landing Pages:
1. Creating a PPC ad campaign on search engines and linking to the landing page.
2. Posting the link on social networks like Facebook or Twitter (with or without paying for an ad campaign).
3. Sending the landing page as an email campaign to subscribers. Adding the link to the content of a blog post.
4. Tweaking SEO settings so that your landing page can be found by organic (not-paid) search.