Many people may want to know what a landing page (LP) is, the types of LPs, and the purpose of creating them. LPs often contain information about products and services on a single web page, and are created primarily to obtain
. By optimizing the text and images for users, your page will be able to deliver results that exceed expectations.
In this article, we will explain the overview of landing pages, important points for creating them, and points to be aware of when operating them, so please refer to them.
What is a landing page (LP)?
A landing page is the page that users land on after clicking on your ad. Since information about products and services is compiled on a single web page, it specializes in inducing user actions such as acquiring inquiries.
Landing page is also abbreviated as LP (LP), and the name LP (Landing Page) comes from the image of a user landing on a site.
What is article LP?
Article LP is one of the article methods used to guide users from “I want to buy a product” to “Purchase it.” It is suitable for increasing the purchase rate of users because it allows you to recognize, understand, and purchase a product in one article.
Since article LPs are developed as reading materials, depending on the content, it is possible to make them look less like advertisements. Therefore, even after users reach the article, it is expected that they will be less likely to leave the LP.
One of the features of using article LP is that you can target a wide range of users. The important thing to note when using article LP is to use it only when you want to increase the purchase rate. If you constantly use article LPs, it will give your site a bad image as it will seem like you are forcing them to buy the product.
Landing page purpose
The purpose of a landing page is to increase your website’s conversion rate. Conversion rate is a number that shows what percentage of users who visit your website reach their website goals. In terms of landing pages, the goal is the user’s purchase rate, and increasing the conversion rate means increasing the user’s purchase rate.
Therefore, it is necessary to create a landing page that makes the user want to take some action.
Landing page features
So far, we have introduced the overview and purpose of landing pages. Next, we will introduce the characteristics of landing pages divided into the following four categories.
By understanding the characteristics, you can deepen your knowledge of landing pages. Let’s look at them one by one.
Specializes in acquiring CV (conversion)
Landing pages specialize in acquiring CV (conversions). A characteristic of a landing page is that there are few links to other pages, and having fewer links means that all pages other than those that lead to conversion are blocked, making it impossible to move to other pages.
Therefore, more users will be directed to the page that will force them to convert.
One of the reasons for the decrease in conversion is that there are many links to other pages, which increases the rate of users switching to the site. As I explained earlier, this doesn’t happen with landing pages, so you can focus on getting conversions.
It is necessary to change the configuration according to the inflow route.
For landing pages, you need to consider the structure according to the inflow route. Website inflow routes refer to
SEO
, SNS, Internet advertising, etc. For example, with SEO, high-quality content that leads to a landing page will lead to more conversions.
However, with SNS, the inflow route will be completely different. Since the inflow route is different, the target audience that the site is seeking is also different. If the target audience is different, the content you want to convey will also be different, so you need to change the structure.
Free design
You can create your own landing page design. This is because a landing page only needs a link that leads to the content, so you can use one page freely. In terms of image, it is not text-based like content, but rather a single page with a large amount of information like a flyer or poster.
The high degree of freedom in design means that in order to compete with other competing sites, it is essential to create a design that is appealing to users.
If you want to create a landing page, you will need to study design as well as writing.
Production cost is relatively high
Landing pages are relatively expensive to produce because they condense many elements into a single page. Even though it is expensive, the cost will vary depending on who you ask, how much information you need, and what quality you want.
A simple landing page can be created for around 100,000 yen per page. However, if you plan a strategy and request a design, you will need a budget of between 500,000 yen and 1 million items. It is a good idea to consider the production cost depending on the importance of the site.
Key points to create an attractive landing page (LP)
If you create a landing page improperly, you will end up dissatisfied with the users who visit your site, resulting in wasted time and money, and you will get a bad reputation. To prevent this from happening, you need to understand the key points to create an attractive landing page. If you want to increase your profits by using landing pages, please use this as a reference.
①: Take time to configure
The first point when creating a landing page is to take time to structure it. The structure is said to be the blueprint of a landing page. Therefore, if you do not carefully consider the structure, you will not be able to create the ideal landing page. The general structure of a landing page is as follows.
These structures will change depending on the content and design you want to convey. Take the time to create a landing page blueprint and structure to create an attractive landing page.
②: Consider the inflow route
The second point in creating a landing page is to consider the flow route. Inflow routes refer to SEO, SNS, Internet advertising, etc. The content and design of the landing page will change depending on the inflow route. Therefore, it is necessary to consider the inflow route at the production stage.
Using the inflow route that I introduced earlier as an example, when it comes to SEO, you often want users who often use Google or Yahoo! to visit your site. Additionally, SNSs tend to target young people in a relatively large number of cases.
If you create a landing page randomly without considering the inflow route, the direction will not be determined and the landing page will not be effective. In order to obtain the desired effect, the inflow route must be carefully considered.
③: Perform 3C analysis
The third point when creating a landing page is to perform
a 3C analysis
. 3C analysis is an acronym for “Customer,” “Competitor,” and “Company,” and it is effective in clarifying what is lacking in your landing page.
What you can learn from 3C analysis is as follows.
The landing page will be created based on the information obtained from the 3C analysis. By doing so, you will be able to create profitable landing pages and create attractive pages.
④: Create a first view
The fourth point in creating a landing page is to create a first view. First view is the first thing a user sees when visiting a landing page, and it is said to influence the impression of the page.
Users look at the first view and decide whether to view the page within 3 seconds. Therefore, you will need a design and catchphrase that will capture the attention of users.
In order to improve the first view, you will need to study design.
⑤: Consider the wording around the button
The fifth point when creating a landing page is to consider the wording around the buttons. Buttons are used as tools for users to take action, and are directly linked to conversions. Therefore, by considering the wording around the button, you will be able to maximize the effectiveness of the button.
⑥: Perform LPO (Landing Page Optimization) using heatmaps
The final point in creating a landing page is to perform
LPO (Landing Page Optimization)
using
heatmaps
. A heat map is a tool that allows you to see which parts of your site users click on most when visiting your site. Also, LPO refers to measures to improve landing pages.
Landing pages need to be improved by monitoring user movements and trends even after posting.
Points to note when creating a landing page (LP)
So far, we have introduced the key points to create an attractive landing page. Next, we will introduce the following four points to keep in mind when creating a landing page.
Let’s look at them one by one.
Always perform 3C analysis
When creating a landing page, it is necessary to perform a 3C analysis. This is because by not performing 3C analysis, you will end up with a landing page that is selfish. When it comes to landing pages, it is said that you can create attractive pages by thinking about your users, analyzing other companies’ competing sites, and finally analyzing your own company.
Be sure to perform a 3C analysis to avoid landing pages that are selfish.
Narrow down your persona
When creating your landing page, narrow down
your personas
. A persona is a model of a person that you need to determine the direction of your site. If you don’t narrow down your personas, the content and design of your landing page will be completely different. Also, it can lead to losing direction, so narrow down your personas before production.
And if you’re trying to reach users with multiple needs, be sure to separate your landing pages. This is because, as I said earlier, the content and design will change depending on the user persona. As the saying goes, if you chase two rabbits, you’ll never catch one, so even if you create a landing page for multiple users, you’ll end up with only half-hearted results, so you should probably avoid it.
check the law
When creating a landing page, you need to check laws such as the Pharmaceutical and Medical Device Act and the Act on Premiums and Representations. Landing pages are often operated as closed pages that cannot be accessed by general users, which tends to lead to a lack of awareness of the law.
In fact, there are many landing pages that border on the legal side, so if you create your own, don’t forget to consider compliance.
Perform LPO
When creating a landing page, use LPO. By performing LPO, you can improve your landing page and make your site smoother for user actions.
Valid LPOs are listed below.
Landing pages are most effective if you improve them every day instead of just creating them all the time, so try the LPO mentioned above.
Summary: Create an attractive LP
In this article, we have introduced the overview and characteristics of landing pages, points to consider when creating them, and things to keep in mind. By creating attractive landing pages (LP), you can generate frequent user actions and increase profits.
Create attractive landing pages so you don’t waste time or money.