Landing page, the ultimate conversion tool

Imagine a page designed specifically to inspire action, with no distractions. A page that showcases your offer and makes people want to take the opportunity you’re offering. That’s the power of a well-designed landing page!

In a fast-changing digital world, businesses are constantly looking to optimize their marketing strategies. The landing page can help achieve these goals. It is one of the most powerful tools they have.
Landing pages play a vital role in converting visitors into qualified leads and customers. Join us to discover the right tips and tools to create a landing page that will blow all your objectives out of the water!

But first of all, what is a landing page?

A landing page is the superhero of the conversion-oriented web!  It’s a powerful weapon for converting your visitors into customers or prospects! Unlike traditional home pages, landing pages are designed with a specific purpose in mind. Often linked to a marketing campaign or a specific product, they are generally free of distractions and focus on one offer to encourage visitors to take action and increase the conversion rate.

But what is a good conversion rate?

A good conversion rate for a landing page can vary depending on a number of factors, such as the industry, the type of product or service, the quality of the traffic and the specific objectives of the page. In general, however, a conversion rate of 20% to 25% is considered very good.

When should you use a landing page for your web marketing campaigns?

The most common use of a landing page is in an online communication campaign, such as an

→ Email campaign
→ Adwords campaign
→ Display campaigns
→ Affiliate marketing campaign
→ Social advertising campaign
→ Inbound Marketing Strategy
→ Product launch

In all cases, a landing page should be designed as an extension of the promise made by the ad. It should be clear, attractive and encourage visitors to take the desired action.
It should also be optimized for a smooth user experience and provide relevant and compelling information to encourage conversion.

What should appear on a landing page?

The hero section
The hero section is the starting point for converting your visitors and engaging them from the start. This is where it all happens, above the waterline (an imaginary line that marks the boundary between a visible space and one that is not directly accessible), where their attention is at its highest. Impress them with your value proposition, arouse their desire and move them to action.

A conversion area for your offer
You need a call to action to turn the visitor’s intentions into reality (share contact details, make an appointment, add to cart, download an e-book, sign up for the newsletter, etc.). Don’t spare it, place it strategically throughout your landing page.
To make the call to action effective, work on its design (colour, shape, etc.), its simplicity, and use strong but clear words that irresistibly encourage them to act.

Copywriting tailored to your target audience
Every element of your page should lead your visitors to the action and reassure them. In your copy, highlight all the reasons why you are responding to their wants and needs. Present your solution in detail and highlight its benefits.

Social proof, a key factor!
Customer reviews : Reviews show that other people have already put their trust in your product or service. They testify to their experience and reassure visitors in their search.

Logos of your clients or partners: Display the logos of your customers or partners to strengthen your social proof. This strengthens your credibility and reputation.

Case studies: Showcase case studies or success stories to demonstrate how you work and interact with your customers. Provide enough information about your services to make it easier for your prospects to relate to your product or service.

How does it look in pictures?

How can I improve the conversion of my landing page?

1. Simplify interactions and limit clicks:
To improve your conversion rate, avoid multiple clicks or interactions on the page. Internet users have already shown their interest by clicking on your ad. Take advantage of this opportunity to allow them to complete their enquiry without having to go through multiple steps. For example, opt for a short form visible directly on the page rather than a button that takes them to another page with the form.

2. Run A/B tests on your landing page:
It’s important to A/B test different elements of your page. Here are a few things you can easily test: teasers, images, form fields, placement of elements (for example, placing the form on the right or at the bottom), the colour of the page and call to action (CTA) buttons, and the choice of words used.

Be careful to change only one element to really see what works and what doesn’t.

3. Think user experience (UX) and mobile first:
Remember the importance of user experience, especially on mobile devices. AMP (Accelerated Mobile Pages) pages are preferred by Google, which can have a positive impact on your score. You should also make sure that the most important elements of your page aren’t below the waterline, so that visitors don’t have to scroll down the page. Loading speed and mobile-friendly design are key elements. Use Google’s PageSpeed Insights tool to improve your landing pages. https://pagespeed.web.dev

4. Measure and analyse results:
Use analytics tools such as Google Analytics to track your landing page’s performance. Identify key performance indicators (KPIs) such as bounce rate, time spent on page and conversion rate. This data will help you understand what’s working and what needs improvement.

With these tips, you’ll be ready to take your conversion rate to new heights. Continue to measure, test and optimize for better results.

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