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  • Wie Ihnen eine Landingpage zum Erfolg verhilft

You can of­ten achieve a pre­ci­sion land­ing in terms of goals and con­ver­sion more quickly with a land­ing page than with a cor­por­ate web­site. There are a few rules to fol­low. Crafft presents them.

 

We ex­per­i­en­ce time and again that quick res­ults are de­man­ded at the start of a web pro­ject. At the same time, an MVP (min­im­um vi­able product), as defined in the­ory, is not launched on the mar­ket as quickly as hoped: in prac­tice, too many non-ne­go­ti­able re­quire­ments col­lide. 

But there is a rem­edy. To be fast on the mar­ket, to try out a new design or new tex­ting, and at the same time to set up a di­git­al mar­ket­ing concept and test it as well: this is best achieved with a land­ing page that can be made "live" in­de­pend­ently of your cur­rent tech­nic­al en­vir­on­ment. 

With a land­ing page, you also give your in­tern­al stake­hold­ers from product man­age­ment a sales tool that boosts on­line sales be­cause it can be very spe­cif­ic­ally geared to tar­get groups. 

A "land­ing page" de­ve­loped and built by Crafft is there­fore a stand-alone web­site whose pur­pose is, on the one hand, to set up a busi­ness case and, on the oth­er hand, to ful­fil the set mar­ket­ing or sales goals in the di­git­al space. The design of the land­ing page can be spe­cif­ic­ally de­signed to en­cour­age users to take a par­tic­u­lar ac­tion, such as buy­ing a product or filling out a form.

There are many reas­ons why a land­ing page is ef­fect­ive for in­creas­ing sales, or gen­er­at­ing leads: 

 

1. Keep fo­cus 

A land­ing page fo­cuses on a single goal, such as clos­ing a sale. This avoids dis­trac­tions and al­lows the user to fo­cus on the de­sired ac­tion.

 

2. Con­ver­sion rate op­tim­isa­tion 

Land­ing pages are de­signed with con­ver­sion op­tim­isa­tion in mind. This means that the user ex­per­i­en­ce is de­signed to con­vert vis­it­ors in­to cus­tom­ers. The design, copy and calls to ac­tion are op­tim­ised to drive users to take the de­sired ac­tion.

 

3. Tar­geted traffic

Land­ing pages are of­ten used in con­junc­tion with paid ad­vert­ising cam­paigns such as Google Ad­Words. This al­lows you to tar­get spe­cif­ic keywords and demo­graph­ics. This means that vis­it­ors to your land­ing page are more likely to be in­ter­es­ted in your of­fer.

 

4. Track­ing and ana­lys­is 

Land­ing pages make it easy to track the im­pact of your mar­ket­ing ef­forts. Us­ing soft­ware tools, we can de­term­ine how many vis­it­ors reach your land­ing page, how long they stay there, what ac­tions they take, etc. You can use this in­form­a­tion to im­prove your land­ing pages. You can use this in­form­a­tion to op­tim­ise your land­ing page and im­prove the con­ver­sion rate.

 

What Crafft can of­fer you

We show you how to un­der­stand the land­ing page as a "Qual­it­at­ive Lead Mod­el" and help you from strategy to ev­al­u­ation to build your di­git­al sales chan­nel: 
 

Busi­ness Case

Busi­ness Mod­el Can­vas – SWOT – Stake­hold­er Map­ping
 

In­bound Mar­ket­ing 

Tar­get group and plat­form ana­lyses – keywords ana­lys­is/defin­i­tion – SoMe set-up/plan­ning
 

Design&Build 

User Ex­per­i­en­ce – UI Design – Pro­gram­ming 
 

Con­tent Cre­ation 

SEO Tex­ting – Mo­tion Design – Videos 


In­ter­es­ted?
Con­tact Hugo Vuyk
 

 

Land­ing page check­list 

A suc­cess­ful land­ing page con­sists of care­fully com­posed con­tent, a per­fect design of the page as well as the forms and a call-to-ac­tion that gets clicked. Here is our land­ing page check­list in more de­tail:


Con­tent

  • Does the title fit? Does it fo­cus on a single top­ic? Is it rel­ev­ant? Does it prom­ise ad­ded value?
  • Is the lead ap­pro­pri­ate? Does the text of the lead re­in­force what is an­nounced in the title? No new ideas should ap­pear in the lead, it must re­in­force.
  • Does the con­tent of the land­ing page match the con­tent of the ads? Prom­ising something dif­fer­ent in the ad than ap­pears on the land­ing page is the down­fall.
  • Is the con­tent of the land­ing page really un­der­stand­able for the in­ten­ded tar­get audi­en­ce? Check the com­pre­hens­ib­il­ity with the Fleschindex.
  • Does the land­ing page con­vey a sense of ur­gency to the users? Good pages play with the FOMO, the Fear of miss­ing out.
  • Is the tone of voice ap­pro­pri­ate for the tar­get audi­en­ce?
  • Is the con­tent well struc­tured and por­tioned?
  • Have all mes­sages been for­mu­lated pos­it­ively
  • A cred­ible land­ing page needs an im­print and in­form­a­tion on data pro­tec­tion.

 
Design

  • Is the in­form­a­tion hier­archy on the land­ing page cor­rect?
  • Does the hero im­age match the prom­ised be­ne­fit or the CTA?
  • Does the design draw at­ten­tion to the im­port­ant areas - also with ar­rows, icons and white space?
  • Do the im­ages in­crease the use­ful­ness of the page or do they just dec­or­ate it?
  • Does the design cor­res­pond to your brand?
  • The ra­tio of con­ver­sion goals to links or CTAs should be 1:1 and ideally a land­ing page should only serve one con­ver­sion goal.
  • It is ob­vi­ous that the land­ing page should be re­spons­ive.
  • Is your logo in­ser­ted in the top left-hand corner and does it link to the cor­por­ate web­site?
  • Are the forms simple enough and the fields un­der­stand­able?
  • Are any more ex­tens­ive forms di­vided in­to sens­ible pack­ages?
  • Do the forms have auto­fill func­tions? (Google One Tap)
  • Is the con­firm­a­tion or thank you page clear enough?
  • Are the er­ror pages de­signed in such a way that they really help?

 
Call to ac­tion

  • Is the con­trast of the CTA but­ton against the page as high as pos­sible?
  • Does the text of the CTA but­ton prom­ise a clear ad­ded value?
  • Is the CTA but­ton op­tim­ally placed? In the first view­port, close to the be­ne­fits, at the end of the story?