Internet Marketing

Do you know the importance of Landing Pages in your digital marketing campaign?

Do not disappoint your customers: a good landing page is an ally of your marketing campaigns and is essential to make an effective Internet sale. Learn here the minimum to take into account when creating one.

The ultimate goal of ads posted on content networks like is to motivate the user to click. But what happens after that? Where are you taking your customers once they have become interested in you?

A common mistake is to direct the user to the home page of their portal. Could it be that a customer, who is hoping to find the best place to buy a product or purchase a new service as quickly as possible, has time to navigate throughout their portal? The answer, of course, is no.

To respond to the impatience of your clients, there is a very versatile and effective tool, known as the Landing Page or Landing Page. As its name indicates, it consists of a page designed to receive people interested in your ad.

What is a landing page?

It is something like your “salesroom”, where you receive your interested buyers in a site that quickly shows them the advantages of the product or service and, above all, captures your main data so that you can manage a personalized sale later.

But be careful: if this “salesroom” is messy or does not allow quick customer service, it can cause a buyer to abandon. In this aspect, we come to handle a very important term for you. These are the conversions, that is, the customers who clicked on your ad and who once on the landing page were motivated to fill out their contact form. In other words, in digital language a conversion is a person really interested in you contacting them. The objective, then, is to achieve the highest number of conversions possible.

How to build the ideal landing page?

First of all, design a different landing page for each campaign you have published on the portal network, since the user must always know that they have reached the place that was promised in the ad. Having multiple landing pages will also allow you to more accurately measure the success of your campaign, since your clients will not be registering in the same space, but will be segmented. This way you will have more elements to know which campaign is working best for you.
Imagine that your SME sells flowers and is running a digital campaign for Mother’s Day. This would be the ideal structure for your Landing Page:

  • nice design, according to the product you are selling. Remember that the visual aspect is essential when it comes to “selling” a corporate image.
  • An eye-catching title, with a clear response to the customer’s need, that invites action (eg: “Buy the Best Gift for Mother’s Day here”).
  • A subtitle that presents your product or service (Ex: “With the most exotic flowers in Colombia and the World”.)
  • A very specific paragraph explaining your product (Eg: “We offer 8 varieties of orchids, from $ 15,000. The best gift for mothers on their day”).
  • If applicable, add a photo and a brief profile of the businessman or star behind the business (eg: “Served by Silvana Torres, one of the best flower production entrepreneurs in Colombia. Winner of the 2009” Pyme Leaders “award).
  • If you have photos or videos of your company or product, include them. Make sure they are of good quality and optimized for the web; Don’t make the mistake of posting too heavy videos or photos that never load in the end.
  • Above all, a form. This is the most important element of a landing page, since the entire strategy focuses on capturing customer data. The fewer boxes you have, the better. Limit yourself to the most important ones. For the user, the form must be simple enough so that they do not feel lazy to leave their data (Ex: Names and surnames, telephone, Email).
  • As a bonus, it is advisable to include a “mint”, as a prize, in exchange for leaving your information. It can be a promotional discount or some type of downloadable file (Ex: “Leave us your information and get a 15% discount on the purchase of packages of more than 20 flowers” …).
  • It is also advisable to have a Thank You Page or thank you page, which only appears after registering the data. (Example: “Thank you for registering your information, your mother will also thank you. Present this code to any of our sellers and claim your 15% discount”).

For a better understanding, this is a graph of the ideal customer purchase process:

Converted customer, who is shown the Thank You Page with what was promised.

There are many tools to measure the effectiveness of a landing page. In this article, you can find some of them. Its strategy of guideline in content networks is encompassed in attracting the maximum number of users to your landingBut it is up to you that that potential customer does not end up disappointed. Get to work and start giving your digital “salesroom” more possibilities.

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