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Landing page: How to know if it works correctly?

A landing page currently has a lot of importance within a website, as long as it is built in a precise way and with a very clear objective. To do this, it is necessary to identify the needs of our customers and know in a very timely way the benefits offered by our products or services, since these are essential when attracting new users. But…

What is a landing page?

A landing page It consists of a landing page hosted within a website, which has the objective of transforming visits into new customers.

How do we do this? By having them fill out a form, click on a certain button, subscribe to our e-mail, etc. In general, these actions have been previously defined by the company, and will have a positive impact on it if they are carried out in the right way.

How do we know if a landing page is effective or not?

Through conversion. That is, when a visitor becomes a viable business opportunity for our company or personal firm.

There are currently two types of conversions when defining a landing page within a digital marketing campaign:

Direct: When the user responds immediately with the purchase / subscription of our product or service.

Hint: When the visitor provides some contact information in exchange for a free service despite not making a specific purchase or subscription. The latter is very useful when establishing databases, since the user can become a customer in the future.

What elements should a perfect landing page have?

Experts in the area speak of five fundamental elements, namely:

Qualification: Which should capture the visitor's attention and summarize the intention of the landing page in about 4-5 words.

The keywords will be fundamental both for this section and for the remaining content.

Sale picture: That is, the main image that the user will see once they enter the page. Take into account their relationship with the content, as it is important that both complement each other to generate the desired impact.

Form: It is the previous step to the conversion. If we can get the visitor to fill it out, it means that there is something that adds extra value content to our service or product.

CTA or Call to Action: In Spanish, call to action. It is the element or button that will allow us to convert our user into a new customer. As its name implies, it is designed so that it performs the action we want.

Profits: It translates into the following question: How does your product or service favor future customers?

In this sense, remember that the functionalities are very different from the benefits. You need to be very clear about the differences between the two definitions before offering them on the landing page.

Also, keep in mind to list the benefits when presenting them, since this form will give more results.

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How do we measure the success of our landing page?

Through the monitoring of the conversion percentages, which will be thrown through SEO tools that offer analytics in this regard. In relation to this, they are extensions, plugins, or add-ons that will allow you to know the statistics of said landing page and thus take more concrete actions on it.

In summary, a landing page will be perfect, as long as it achieves an effective conversion around our business objectives and as long as visitors can identify the valuable content provided by the service or product.

Likewise, it must contain the five elements mentioned, which must be previously established before being introduced on the website, social network or in any other online page format.

Remember that if you are interested in receiving advice in this area, The Cloud Group can help you define a digital marketing strategy according to the digital market in which you are inserted.