With advertising prices becoming increasingly expensive due to high competition, and the conversion optimization algorithms of advertising channels such as Google, Facebook, and Instagram becoming more and more perfect, the use of Landing Pages is becoming a strong trend in the industry. last time.

As the article title says, in this article I will fully share about Landing Page so that as a newbie, you can understand and design an effective Landing Page yourself.

What is Landing Page?

A Landing Page is a single web page with focused content that guides and persuades visitors to achieve a specific conversion goal.

You can simply understand it as a landing page where you push customer traffic to it and call on them to take action such as: buying, registering for a trial, leaving information...

Landing Page is called a single page because the content of the Landing Page is fully displayed on one page. Readers will scroll the content from top to bottom to gradually discover the content therein.

How is a Landing Page different from a Website?

As defined above, Landing Page is a Website. However, unlike regular Websites, Landing Page is just a single page, most of which do not have menu bars that redirect to other pages. Basically, a Landing Page is much simpler than a website.

Usually at the store you will have processes and scenarios for staff to advise customers best, right?

Landing page is similar to a salesperson at your store or telesales. The content on the Landing Page has been arranged by you according to a scenario to have the strongest impact on customers. The only thing is, the landing page can serve hundreds of thousands of people at the same time (as long as your server is strong enough), while your 1 employee can only serve a few people at the same time.

What effect does Landing Page have?

The effect of Landing Page is to help you increase conversions for advertising campaign. Instead of leading customers to the home page of a website or category, a landing page will help your conversion rate greatly increase.

In an era where a few clicks can cost you a bowl of pho, you need to optimize your business tools so that each customer interaction has higher purchasing potential.

Why can Landing page help you increase conversion rate?

Navigate customer emotions more easily

To view the content of a Landing Page, customers will have to look from top to bottom and you can calculate the layout of the content to stimulate customers. It's like when you flirt with a girl, if you take all the steps to reach your emotions, it will be easier to fall for her.

There are many cool things you can do with Landing Page. Customers will also focus on the content of products and services rather than distracting their focus with other content.

The presented content is diverse, beautiful and stimulating.

Landing page can help your content be presented diversely with images, call-to-action buttons such as Register, Fill out Form, Buy, Call,... with such visually stimulating images will help attract customers. Get customers to click higher.

In addition, on the Landing Page you can create effects that create a feeling of FOMO (fear of missing out) for customers such as countdown to the end, lucky spin,...

With the support of new Landing Page creation platforms, you can completely do these things yourself with a few simple drag and drop operations.

Measurement is converted

By attaching tracking codes such as Pixel, Google Analytics, you can easily control where the most customers come from, from which advertising platform: Facebook, Google Ads, or SEO,... which ads bring the highest percentage of customers. highest conversion.

This is very useful, instead of looking at the price of interactions, comments, and clicks, which are cheap but do not bring economic benefits, you will be able to focus on more effective campaigns. They said having 20% visitors brings 80% sales for you. I don't remember who said it, but what they said is not wrong. Assured!

This also makes it easy for you to apply Warren Buffet's principle in investing, which is "The Rolling Snowball". When you know which campaigns, ads, and products have high conversions, you focus more on optimizing these things and making them more and more effective.

Proactively use Customer Data.

In every article about sales, I talk about this Customer data over and over again. Even though you may find it boring, I still have to say: Advertising on Facebook, Instagram, Tiktok, any social network or advertising channel is that you are playing on their field so they decide the rules of the game, decide to let you play. often rest.

Only the Website (here the Landing Page) is your playground and you have the right to decide. At the same time, you can only use your Customer data on Facebook to run Facebook. But when using Landing Page, you can use data sources from Google, Youtube, Facebook, Tiktok, Instagram, Zalo, Coc Coc... or any other channel that you add tracking code to your Landing Page.

Your data on Facebook is also used by your competitors

FB has data of people who interact with you, stories you chat with customers. And that data is also used by them to optimize advertising for your competitors. After all, they are an advertising platform, so the more advertisers they want to compete with each other and pour money in, the higher the bid, the more profit they will have.

Do you see that you advertise clothes, your customers are interested. Immediately there will be dozens of other clothing stores also displayed on the newsfeed, affecting the customer's purchasing decision (ordering and sometimes not even receiving it because you later find another party).

When leading customers to the Website (here the Landing page), you can attach pixel codes and tracking codes to other channels to use your data. In this 4.0 era business, data is extremely, extremely important.

Don't misunderstand that Facebook is not effective. That is still a very potential channel to reach customers. But with business, you should not be too dependent on a certain channel but must proactively hold your own sales channel.

What types of Landing Pages are there?

According to conversion goals

According to landingpagelagi.vn, according to conversion goals, we can divide Landing Page into 3 common types: Collecting potential customers, Sales, and Conversion intermediaries.

Collect leads

Landing page to collect potential customers has the goal of collecting basic information of potential customers (such as full name, email, phone number) to use for subsequent marketing activities.

Landing pages of this type will often have a registration form and always come with a benefit exchanged with customers such as ebooks, webinars, offline seminars, free consultations, gifts, discount codes...

You can see this type of landing page on real estate project websites, register for courses, sign up for free experiences at beauty salons, test drive cars, etc.

Sell

The sales landing page's goal is to convince customers to make a purchasing decision right on the Landing Page.

Landing pages of this type often have detailed product/service content including: customer benefits, outstanding features, customer feedback, price list, policies..., helping customers fully understand their needs. enough information to make a purchasing decision.

Intermediate conversion

The goal of an intermediate conversion landing page is to lead readers to the main conversion page.

The conversion intermediary Landing Page only uses a call-to-action button to redirect to another page, not a registration form.
In e-commerce, an intermediary Landing Page will provide complete information about the product and lead customers to the sales page or shopping cart page of the main website.

According to the length of the Landing Page

According to landingpage.vn, when classifying by length of Landing Page we can classify as follows:

Landing Page short style

A short sales landing page is suitable for a page selling a specific product where customers make quick purchasing decisions.

The content on the short sales Landing Page focuses mainly on images, videos, features, and price list of the product, enough to close the sale immediately. In addition, the content can add information to increase trust such as purchase policy, warranty, feedback, certification... to increase order conversion rate.

Landing pages of this type are often suitable for items with low value or without many features and characteristics to exploit content such as: clothes, shoes, decorations,...

Long style Landing Page

Long-style sales landing pages are suitable for service industries or high-value products or products where customers need a lot of information to make purchasing decisions.

The content on the long-form sales Landing Page is designed in detail and full of information to convince customers to buy.

Some content sections that you can refer to: Introduction, Customer benefits, Outstanding features, Detailed content, Team, Customer opinions, Certifications & commitments, Price list, FAQ, CTA (Call-To-Action: Call to action button), Order form, Footer.

Landing pages of this type will be suitable for products where customers need a lot of information such as functional foods, expensive household appliances, technology items, etc.

When should you make a Landing Page?

With the content I wrote above, you can evaluate for yourself whether the Landing Page is suitable for your product and business goals or not?

According to my personal opinion, Landing Page can be applied to almost all different industries from: Real Estate, Tourism, Education, Technology, Health, Beauty, Fashion, …

However, at different times you will decide to use the appropriate landing page. For example, when you want to focus on promoting one of your key products. (or your product is still in short supply ^ ^)

Or on special occasions like Tet, Valentine's Day, Holidays, etc. when we need customers to decide to buy in a short time, the landing page will be an extremely useful tool. There have been many extremely successful case studies on Tet and Valentine's season sales using landing pages.

During this COVID 19 epidemic, you can also create your own Landing Page to sell products such as karaoke microphones, ovens, or toys for children, for example.

In addition, Landing Page is very suitable for you to run advertising campaigns on Google, Facebook, Google Display Network, Youtube, Tik Tok, Coc Coc,...

Creativity is limitless, you are the one who understands your product best. So, think about how to use the Landing Page properly!

You should read more articles:”2020, which Digital Marketing channel should businesses choose to bring high efficiency?” to know the application combined with Landing Page!

Where to design Landing Page?

I also wrote an article comparing Landing Page design platforms so people can compare between platforms. However, to choose a platform that I recommend everyone to use Design your own landing page At best that is Ladipage

Ladipage is the first and number 1 landing page design platform in Vietnam today. You can create landing pages directly on the platform as well as drag and drop. You will not need to install code or buy hosting because your landing page will run directly on their server.

Ladipage Currently there are about 160,584 individual and business customers using it. And there are 1,325,717 Landing Pages created from the LadiPage platform. Those are very impressive numbers for a platform that has only been around for a few short years. The popularity of Ladipage makes many people confused between the concepts of Ladipage and Landing page.

When Ladipage appeared, designing a landing page became much easier and more cost-effective than before. And becoming the Landing page platform chosen by many people for the following reasons:

• No need to worry much about technical issues such as Hosting, SSL, Installation, etc. You just need to register, point the domain name and drag and drop.
• The speed is extremely fast, sometimes I accidentally blink when clicking the mouse and see that the page has finished loading but I thought I hadn't clicked the mouse yet... These are the things that the Landing Page I'm making myself with WordPress feels is inferior to Ladipage.
• Quickly create a Landing Page from a warehouse of sample interfaces for all industries and products with 1000+ interfaces. You just need to select, click and edit the content accordingly.
• Edit Landing page quickly using drag and drop.
• Duplicate the Landing page quickly, while you go to the toilet you can clone dozens of them (that is if your digestive system is normal, if you are constipated it will definitely be more).
• Allows downloading Landing page as HTML, publishing to WordPress, Sapo, Haravan, Shopify...
• Large application store can connect to many different channels such as: Gmail, Google Sheet, CRM, API, Mailchimp,...
• Founder of Ladipage is Mr. Binh Nguyen - founder of iSocial, iSEO communities,...a very famous person in the Digital Marketing community. I have a lot of experience making MMOs in foreign markets, so most of the cool games I see in foreign countries have been brought back and improved by Ladipage. For example, applications for spinning prizes, social proof, etc.
• The price is cheap because it is only equivalent to buying hosting.
• Feel free to advertise and push tens of thousands of traffic at the same time without having to worry about your landing page being slow, hosting being clogged, etc. because their server is very powerful.

Ladipage is having a promotion program to increase 3 months of use when registering. You can register during this time to receive promotions.

Experience in designing effective Landing Pages

Here are some experiences when designing and using effective landing pages for your reference. Hopefully it will help you use your landing page better.

Make sure the content of the Landing page matches the advertisement

When you advertise, you need to avoid the situation of "hanging a goat's head to sell dog meat". Advertise in one style until landing on a different style. This both causes negative reactions from customers and increases the landing page bounce rate, causing platforms to underestimate your ads, causing bids to increase and advertising costs to increase.

Do not use too many effects for the Landing Page

Adding beautiful effects for customers is a must for Landing Page. However, you should not overuse and use too many flashing effects, pop ups, or flashy colors that make customers confused and not focus on the content. At the same time, it causes loss of aesthetics and can slow down website access speed.

Bring customers to exactly what they need.

This is similar to the content of the landing page matching the ad.

For example, when you advertise an English center, you need to bring customers to the right course they need. For example:

• People who want to learn IELTS to supplement their English for their CV for work need to bring a landing page about learning IELTS to get a good job. Give feedback to people who have completed the course and got the job they wanted.
• But people who want to study IELTS to study abroad need to bring back the correct IELTS to study abroad, providing information and evidence about people who have realized their dream of studying abroad.
• We can also divide it further into studying abroad in Australia, England, and America. Or further subdivided according to the same Landing Page, if the user searches by "conditions to study in Australia", the information about the conditions to study in Australia will be put at the top of the page so that users can immediately get information and continue. keep reading. Whoever searches for "IELTS course price" will see the price section at the top,...

Therefore, you can create several dozen landing pages for different campaigns and ad groups to suit each audience. This you can do easily with our Landing Page cloning tool Ladipage.

Give reviews and feedback about products.

You should give good reviews and feedback about the product to make customers more confident in purchasing. Remember, it must be as real as possible. If it's too fake, it will make customers suspicious.

You can use photos of messages, zalo, facebook, video feedback, or customer service recordings. Avoid overly staged evidence that makes customers suspicious.

For reference on how to provide evidence and feedback, please look at the landing pages of functional food sellers. They are the “lords” of showing product evidence.

If you have any questions or suggestions, please don't hesitate to comment below. Thank you and wish you a successful business!