When trying to create an EC site or homepage, the term LP (landing page) comes up frequently. What is an LP?
In this article, we will explain the meaning of LP and the purpose of making it. We will also explain the specific LP production process, what to keep in mind when producing it, and how to increase cost-effectiveness, so please use it as a reference.
What is LP (Landing Page)?
LP stands for Landing Page. Landing means “landing” or “landing” and is a word used when an airplane arrives on the ground. Using this meaning, LP generally refers to “the first web page that a user accesses, which is displayed via search results, web advertisements, etc.”
However, the meaning used in
the marketing
field has a more detailed definition, and LP refers to “a page that introduces a product or service that is specialized in inducing user action.”
In this article, we will use the term LP in the latter sense.
Overview of LP (Landing Page)
From here, let’s introduce an overview of LP.
Specializes in acquiring CVs
The purpose of producing LPs is to increase sales of your company’s products and services. To do this, LP must specialize in creating pages to acquire ”
“.
CV refers to specific actions by site visitors that lead to sales, such as purchasing products and services, making inquiries, and requesting information. The English word “conversion” means “conversion,” and it means acquiring the name and contact information of a user who could not be identified by having them take a specific action, and converting the user to a point where the user can be identified. That is the meaning of CV.
In order to obtain CV, LP is generally created as follows.
LP excludes information that does not lead to CV other than products and services. Furthermore, it reduces the number of links to other pages and increases the conversion rate of visitors.
Also, LPs are made very simply. It displays a simple page from a marketing perspective in order to trigger the user’s action of purchase or inquiry.
It is vertically long
The purpose of LP is to acquire CV in order to increase sales of your company’s products and services. To achieve this, we must conduct effective sales promotions to our users. And in order to get CVs, the page structure needs to be vertical.
If you want to create a design that attracts customers to make inquiries or purchase,
The structure is as follows: “Explanation of products/services → Introduction of actual examples of users → Campaign information”.
When a page is constructed with a solid logical development, the page naturally becomes vertically long. A great LP can be said to be a clever sales pitch for a mail-order program expressed on a single page.
Narrowing down the persona specifically
LPs are designed with specific
personas
in mind. A persona is a typical user image of a company’s products or services. Although similar to a target, a persona creates a more specific image of the user, so it includes not only age and gender, but also annual income, hobbies, family structure, and lifestyle. This allows you to clarify the specific needs of your users and narrow down the elements that should be included in your LP.
Setting up personas is important in marketing in order to more effectively deliver your company’s products and services to the right people.
How to make an LP and the process
From here, we will introduce the specific method and process of how to actually make an LP.
Perform 3C analysis
Before making an LP, be sure to perform
a 3C analysis
. 3C analysis is a method of analyzing the three C’s and is often used when determining marketing strategies.
The three C’s refer to the following:
Researching your company, your competitors, and your customers will help you understand the environment around you. It is no exaggeration to say that if you develop a marketing strategy based on this understanding, your LP’s success will be guaranteed.
Narrow down your persona
Next, let’s narrow down your personas. LP is a page that collects the CV of users who visit the page. Therefore, LP must be designed to encourage users to acquire CV.
By narrowing down the personas visiting your LP and establishing a more specific profile, your CV rate will improve. The more specific this persona is, the more you will be able to understand how to format the LP page and how to persuade them to be effective.
Create a wireframe
In LP, you need to create a solid structure to get CV. To do this, create a wireframe.
A wireframe
is a blueprint that allows you to understand at a glance the content and necessary information that will be placed on a web page.
In order to effectively acquire CVs, the page must be appealing to the persona. Wireframes are a powerful tool for visually thinking about what should be arranged, how it should be arranged, and what expressions should be used to create a page to increase the conversion rate.
A particularly important point is the location of the CTA (purchase button). Being able to place the CTA in the right place is the most important factor in gaining CV. Use wireframes to help you determine the most effective location for your CTAs.
Determine conversion points
In order to get more CV in LP, it is necessary to determine the appropriate conversion point. A conversion point is a point where a user can take an action that will lead to sales for your company.
In the first place, since LP consists of one disc, the CV rate is higher than other web pages. By determining the conversion point, you will be able to guide your company toward the CV you are aiming for, which will further increase your conversion rate.
For example, a product sales business that primarily sells products sets conversion points for “purchase” and “sample request.” Additionally, service industries that are based on selling people’s actions are said to often set conversion points for things like “inquiries” and “requests for information.”
In order to obtain many CVs and increase sales, it is important to determine the conversion points that are suitable for your company’s products and services.
Attract customers through advertising and SNS
In order to make the effect of LP large and quick, it is important to increase the inflow amount. In order to increase the inflow of LPs, be sure to actively attract customers through advertising and SNS.
There are the following types of advertisements:
Listing ads are the most popular method, but if you also use display ads, video ads, native ads, and article ads, the amount of traffic will increase. In addition to that, make sure to use SNS that suits your company’s products and services. It is also possible to attract customers using Twitter, Instagram, etc. while keeping costs down.
Perform LPO (Landing Page Optimization)
LPO
stands for “Landing Page Optimization”. LPO is a marketing method that increases CV rates by optimizing LP to meet user needs.
If you perform LPO properly, you will be able to prevent site visitors from leaving your site mid-way, and increase the possibility that you will be able to lead them to the conversion point you are looking for. By doing so, you can increase the cost-effectiveness of your LP.
As part of the LPO procedure, we check the CV rate, length of stay, withdrawal rate, etc., and discover what problems the current LP has. Then, by fixing any problematic parts and repeating user testing, we create an LP that meets the needs of users.
Performing LPO will lead to acquiring more CVs from users. Be sure to do this.
Introducing the LP creation tool SWELL
Here we will introduce recommended tools for creating LPs.
SWELL is one of the WordPress themes. The great appeal of SWELL’s LP creation function is that even beginners can easily create LPs.
- Customizability
- design
- SEO measures
- conversion optimization
Since it is compatible with the block editor (Gutenberg), you can create landing pages with intuitive operations, and there are plenty of elements necessary for LPs (images, text, buttons, column layouts, etc.). By using already prepared templates, you can easily create LPs in a short time. You can also make detailed design adjustments by adding custom CSS. Since it is also a WordPress theme, it has features that are advantageous for SEO, such as setting meta tags and supporting structured data. Easily include customizable call-to-action buttons.
Points to note when creating an LP (landing page)
Here are three things to keep in mind when making an LP.
Keep in mind that it will cost a lot
LP is a page that can be said to be the centerpiece for attracting customers using Internet advertisements, etc., so a high level of design is required. Therefore, it is difficult to produce it in-house, and you will basically have to outsource it to a web production company. When making an LP, please keep in mind that it will cost a certain amount of money.
The production cost for an LP is said to be around 100,000 to 500,000 per page. Additional charges will apply for optimizing for smartphones and adding pages. If you want to create a special LP rather than a general LP, you will need to spend around 500,000 to 600,000 yen per page.
Don’t set multiple targets
I have mentioned that detailed persona settings are necessary when creating an LP, but in order to accommodate a variety of users, some people may consider setting multiple targets that are more general than personas. I don’t know.
Of course, there will be a variety of users who visit LP. However, if you create an LP for multiple targets, there will be confusion as to who the LP is intended for, and as a result, you will not be able to gain CV.
If you want to create LPs for multiple personas, prepare multiple types of LPs. As mentioned above, it may be possible to separate LPs by distribution channel. However, please only set one target for one LP.
Add balance between images and text
When creating LPs, consider the balance between images and text.
Some people may think of placing more images in order to have a more effective impact on the user, but this is not a good idea. There are three disadvantages to creating an LP with too many images:
In order to obtain a CV, you need an appropriate amount of information. This means that you will need a certain amount of text to describe your product or service. Also, slow page loading can cause users to abandon your page. Furthermore, if there are too many images on the LP, the ad rank will drop and it will be difficult to be displayed in searches.
For this reason, you must ensure that your LP contains just the right amount of text and images.
How to increase the cost effectiveness of LP (landing page)
Finally, let’s explain how to increase the cost-effectiveness of LP.
Always perform LPO (Landing Page Optimization)
As mentioned above, conducting LPO will lead to acquiring more CVs from users. Be sure to do this.
Prepare multiple LPs if the targets are different
If you have different targets, create an LP for each target instead of one LP for all targets.
For example, if you want to appeal to users who are satisfied with cheap products, but you also want to appeal to users who are high-end, it will be difficult to create an LP that targets both. The design and wording will also need to be changed to create an effective LP, resulting in an LP that lacks a sense of unity.
Also, if you try to cover different targets, you will end up with an LP that has content for almost everyone. If that happens, the LP will no longer have the power to appeal to users.
LPs aimed at multiple targets will make it difficult to obtain conversions, which is the purpose of LP production. Try to stick to one LP per target.
Summary: Make your LP more cost-effective
LP (Landing Page) refers to a page that introduces products and services that are designed to induce user action.
After producing an LP, be sure to actively take steps to gain CV. In order to increase the number of visitors, it is necessary to attract customers through LPO and advertisements.
Additionally, producing LPs requires outsourcing, which incurs considerable costs. Make sure to develop a marketing strategy that takes cost-effectiveness into consideration.