Defining Landing Page:
In Digital Marketing a Landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an Email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter or similar places on the web.
Unlike web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal, known as a cell to action (or CTA, for short)
It’s this focus that makes landing pages the best option for increasing the conversion rates of your marketing campaigns and lowering your cost of acquiring a lead or sale.
Why is it Important to Have a Good Landing Page ?
You need to be cautious while preparing the Landing Page because by the time the Prospect reaches our Landing Page the advertising spend has already been incurred. If we goof up our Landing page all our money will go down the drain. We have prepared a checklist which you should keep handy to avoid costly mistakes & to drive good Return on you ad spend.
Checklist
- Set up Google tag manager on the landing page.
- Set up Google analytics tag on landing page.
- Set up a Google Global tag on the landing page.
- Set up the conversion pixel on the thank you page if it’s a lead generation ad.
- Remarketing Audience Creation of Google Analytics or Google adword account.
- Ad remarketing pixels standard & event for other digital platforms like Facebook & LinkedIn as well on landing page & thank you page respectively. This will help you in doing remarketing to those who would come to your landing page. If this step is not done you would not be able to use omni channel strategy & make the most of your advertising spend.
- Landing pages should not have grammatical errors, spelling mistakes & should be easy to read.
- Landing page should have a Clear Call to Action.
- Single page landing pages with highlights of the Project or Lead Magnets perform better than the microsites.
- You can have automated chatbots to interact and take details of the visitors to your landing page. This improves the conversion.
- The form on the Landing page should ideally integrate with your CRM & with your email marketing platform so that you can engage with the lead regularly.
- Landing page should be easy to load.
- It should highlight the USP’s of a Project or benefits of a Lead Magnet.
- Landing pages must be responsive .People will probably visit your landing page from a variety of devices. Having a responsive layout that adapts to smartphone displays can give you a better chance of converting users on their mobile devices.
- Fill the form & double check if leads are being capturedproperly.
- You must check performance of multiple landing pages before scaling the campaign.
- You should also try a short landing page & Long & comprehensive landing page. In most cases shorter versions perform well.
- If you are a real estate consult-ant, have a disclaimer at the bottom mentioning that it’s not the official website of the builder
- Also have a privacy policy link in the landing page.
- Your Landing Page should not be text heavy. It should have an Image or a Video with bullet points content .
- It must have multiple contact methods form filling, phone number, chatbot so that customers can choose what suits him/her the best.
- CTA should use contrast to stand out from the rest of the page.
- CTA should be in a prominent position near the top of the page .
- If you use a form, it should be encapsulated in a colored background box to make it clearly stand out as the most important part of the page.
- You should use UTM parameters if you are using multiple digital platforms so that you can see the analyse the performance of the campaigns across multiple platforms in google analytics.
- Resist asking for any unnecessary information in a form. You should ask not more than 3-4 Fields.
- Thank you page is generally the most under utilised Real Estate. It’s a chance to engage with the customer & give him another hook or create a positive impression. You may use it to share the testimonials of the customers whom you have served & other credentials to establish your subject matter expertise & develop trust with the prospects.
