Understanding the Concept of a Strategic Framework

You designed a stellar marketing campaign and did all the heavy lifting to bring visitors to your website. You even managed to pique the interest of a large number of people with your compelling campaign and experienced a heavy influx of visitors.

Now that you have successfully pulled them into your vortex, converting them into leads for your business would be the obvious next step, right? But, what is the best possible avenue to do so? You may ask. A key component for this is the integration of a landing page into your sales funnel.

Now, the chances are that you may or may not have heard about this term. In either case, there is nothing to worry about. We assure you that by the end of this article, you will be able to confidently say to yourself that, “I know what a landing page is like the back of my hand”. Not just that, we will have a look at some top landing page examples that can help you supercharge your sales. So, without any further ado, let’s jump right into it.

What Is A Landing Page?

For the uninitiated, a landing page is a standalone web page built while keeping a singular goal in mind, a.k.a. CTA ( call-to-action). Unlike your typical web page which encourages you to navigate freely and explore erratically, landing pages are designed to convert visitors into leads while offering them something valuable in exchange, a free e-book, a free trial, or a discount coupon to name a few.

Why Do You Need One?

Still contemplating whether it will be worthwhile to spend all the efforts on creating one for your campaign? Let's settle the debate once and for all and discuss a few reasons why having a landing page is of paramount importance.

Lead Generation

The majority of the companies commit the grave mistake of redirecting the traffic from their campaigns, emails, and social media to their homepage instead of a landing page and wonder why they are not able to generate leads. A landing page can prove to be an indispensable tool by making sure that all your hard work in creating a brand translates into sales. You can easily increase your conversion rate by leaps and bounds just by simply channelling them to a landing page. Yes, it's that simple!

Collect Prospect Demographic Info

You can get an edge over your competitors and increase your understanding of your prospect's intention and mindset by harnessing the information provided by prospects via conversion forms. Also, now both your marketing and sales team have a baseline understanding of your lead, and they can use this vital information to their benefit. Data is everything!

A Home To Your Offers

All your efforts to generate leads via offers will go to nought if you don't back it by a landing page. Here, think of the landing page as a collection tool whereby the visitor trades his/her information in exchange for something valuable: an e-book, a coupon, or a free consultation.

The Essential Elements Of A Well-Performing Landing Page

Now that we have established the importance of having a landing page, let's dive into the nuts and bolts of a well-performing landing page.

Headline

This is the first thing a visitor sees when he lands on the landing page. Make sure that the headline is enticing enough for the visitor. A badly written headline can put off the visitor leading to an increase in the bounce rate. The headline should be succinct and punchy while communicating the value proposition.

Benefits

Customers are interested in knowing how they can benefit from the offer. They don’t give a damn about the underlying technology. Restrain from talking about the features, the visitors couldn't care less about how awesome your features are. They just want to see that what is in store for them. The benefits you describe should be compelling enough for them to take a plunge.

Navigation

You might have often heard the saying that, “less is more”. The saying stands true when speaking about landing pages. Weed out all the unnecessary backlinks and internal links that could potentially deviate the visitor's attention from the actual goal i.e. CTA.

Social Proof

Social proof can aid the process of conversion. People are comfortable jumping on a bandwagon if they see that other people have used it before. This is where stuff like testimonials, customer reviews, and signup numbers come in handy. They reinforce trust and create a sense of security around your offer. So, be shameless and toot your horns without any guilt.

Images

Usage of relevant images can elevate the entire game by making your landing page more appealing visually. Moreover, it can help your visitors get a tangible idea of what they will be able to extract out of this proposition.

Examples

To solidify your understanding of landing pages, let’s take a look at some of the extremely well-designed landing pages on the internet.

Webflow

Webflow helps individuals design powerful websites while they do the coding and do all the heavy lifting for you. The entire form on a single line is a smart move right there. With each box being filled, it tells the user how close they are to get started for free.

Muzzle

That’s the beauty of landing pages. Communicating the value proposition without eating much of your time and energy. Muzzle, an app that silences unnecessary bothersome notifications, does just that. With the help of this witty animation, it conveys the app’s utility on their minimalistic landing page. Who said you need lengthy descriptions?

Airbnb

To make it enticing for the visitors, Airbnb gives you estimated weekly average earnings projections based on your location as soon as you land on their page. You can enter additional information about your potential accommodation and get a tailored estimation. This whole process increases the odds of converting a visitor to a host.

Shopify

Shopify is another great example of keeping it short and simple while being effective at the same time. The page takes the support of simple bullets to describe the benefits of collaborating with them. Also, no lengthy forms to get started, ultimately making it easier for visitors to take the next necessary steps.

Teambit

A not so fun product with an entertaining landing page. Human resources software is generally perceived as boring and looked upon with apathetic eyes. But, Teambit breaks out that conventional thinking and spice things up by adding this hilarious illustration in their form which showcases an office full of animal characters who are all happy after using Teambit.

Khan Academy

Khan Academy is an anomaly in the sense that it uses its homepage as a landing page. The biggest challenge with doing so is that you have to cater to different audiences. In this case, its serving three different categories, the learner, the teacher, and the parent. But, khan academy pulls it off like a boss. Those who are completely unfamiliar with Khan Academy can easily scroll down the beautiful page and scan through the page to learn the benefits; all of which are skimmable and easy to comprehend.

Code Academy

A desktop screen displaying an HTML code. Code Academy understands the importance of using a relevant and clever hero image on the landing page. The form on the right to the visual is as simple as it could be, cutting down the conversion time further. This form is for users to sign up for a free coding course, prompting them to enter their email address and choose a course. It packs all sorts of socials proofs, from testimonials to success stories making it even more convincing for those who seek validation.

Lyft

The Lyft landing page offers two conversion paths. One is for those who need a little more information before making a decision and the other is for people who are ready to make their decision now. For the former, they have given an earnings calculator using which one can calculate how much they would potentially make. Once they press the calculate button they are not directed to a new page. Rather, they see a dollar amount representing their estimated earnings, followed by a new CTA “Apply Now”. For the latter, the Apply Now form already exists.

Unbounce

What sets Unbounce apart is its chat window instead of a conventional boring form. Also, the what and how part below the form is very well articulated without sounding boring and communicating the value proposition.

Breather

Breather doesn’t want to lose the attention of their visitor even for a tad bit. Right off the bat, there is a call to action asking you about your whereabouts. It uses location services to figure out where you are and within a blink of an eye provides options nearby. The design on the page is clever and enticing because it immediately personalizes the experience by asking for your location, making the search for available spaces feel instant and relevant. It has enough breathing room.

Asana

Asana, a project management tool, has a landing page that's all about clarity and action. It clearly states the benefit: "Organize your work, your team, and your life." The page features a clean design with a prominent CTA to "Start Free Trial." What makes it effective is its straightforward approach, immediately showing users what they can achieve and how to get started without any fluff.

Believe it or not, the data suggests that people with a good landing strategy can maximize results compared to people who don't have one. So, what are you waiting for? Make one for your campaign and yield all the results for your business.