In the making of the website, often overlooked is the use of LP, Landing Page.
What is LP?
LP (Landing Page) is a page where users land when they click on the ads. It can be one individual page promoting a specific product/service, or a page from a website. Typically for Pay-Per-Click ads, one individual page is preferred to keep the audience engaged with one specific topic.
*In Japan, an LP (Landing Page) is commonly seen as a single long page dedicated to a specific promotion or service, designed to boost conversions.
Why is LP important?
Every digital marketing campaign requires a well-crafted landing page to effectively convert visitors into customers. When visitors click on advertisements and are directed to unrelated pages, they can become disoriented and less likely to make a purchase or take the desired action. In this case, you are not only losing a potential customer but also losing the cost of the clicked ad. Therefore, each LP needs to align seamlessly with the associated campaign messaging to meet user expectations.
Most users are looking for specific information that would satisfy their needs. Companies need to use this good opportunity to navigate users to the information they need together with some more content they might want to see.
What do users look for in a LP?
Generally, a good LP ought to have the features below.
Content that aligns with their interests
The LP content should closely align with the ad that led the user there. The headline, visuals, and overall messaging should match the ad’s promise to maintain a consistent user experience. If a user is looking up “cold brew coffee beans” and lands on a page promoting cake, most users will leave the page because that is not what they are looking for.
Clear and compelling headline
The headline should be attention-grabbing, concise, and clearly convey the value of the product or service. It is said that it only takes a few seconds for a person to decide to stay on or leave the web page. The headline should immediately answer the user’s question of whether they’re in the right place.
Humans take most information through visuals. Thus, it plays a huge part in a website page. Having positive and eye-catching visuals that are solely related to the topic is a fundamental aspect of a landing page.
Strong Call To Action
Place a prominent and clear CTA (call to action) button that tells visitors what action to take next. It is vital to use action-oriented language like “Buy Now,” “Get Started,” or “Contact Now”.
Remove unnecessary navigation links or distractions that could lead visitors away from the intended action. Links for corporate SNS platforms like Facebook and Instagram could also do harm on the LP. Users who jumped to SNS are more likely to get distracted by unread messages and their favorite influencers’ new posts and won’t come back to the LP. Keep the focus on the primary goal of the LP, and make the audience stay longer to take the wanted action.
The importance of a well-crafted landing page in any digital marketing campaign cannot be overstated. Landing pages serve as the crucial bridge between user expectations and campaign messaging. Failing to meet these expectations can result in lost opportunities and wasted advertising costs. To maximize conversion rates and deliver a seamless user experience, businesses must prioritize the creation of LPs that not only capture attention but also guide visitors toward their desired actions.