Let’s start this post by talking about what a landing page actually is.
According to HubSpot, “A landing page is any web page that one can land on that 1) has a form and 2) exists solely to capture a visitor’s information through that form” ( source ).
This means that a landing page isn’t meant to be informative or educate a visitor in-depth about something. It typically acts as a personalized gateway to something: an ebook, a video, a meeting with a salesperson. The goal of a landing page is to obtain that visitor’s information (name, email, phone number, etc.), as with that information you can inform them about your product or service, thus creating the opportunity to convert them into a customer.
Three factors to consider for your landing pages are the form, description, and personalization. Below we detail each of them:
What is a landing page and what does it consist of?
The form on a Landing Page
The form is how you’ll capture visitors’ personal information. Although a form seems very simple, you actually need to think strategically about the personal information you request.
In the digital age, people are wary of sharing too much personal information. Even if they find the form too long or complicated, they simply stop filling it out. Check out some of these statistics about online forms . Shorter forms convert better ( but that’s not always the case ).
You need to sit down and consider
what’s the least amount of information I can ask visitors to send a qualified lead to sales? The two basics are name and email. But you may know that you can’t adequately qualify a lead with so little information. You can also ask for their phone number, location, company, industry, work email, the product/service they’re interested in, and much more. In HubSpot, you can use conditional logic to open certain fields based on their responses, and use hidden fields to categorize these leads in your CRM.
When we talk about which fields to include when mobile phone number data updated requesting information and which not, there’s an interesting logic behind it: the more information you offer in return, the more fields you can include. That is, if you’re requesting information to download an infographic, asking for a name and email address is sufficient. But if you’re offering, for example, a webinar or a product demo, you can (and should) ask for more information because you’re giving much more in return.
One last thing to note about forms:
Perhaps the most important aspect for European businesses is the GDPR , a 2018 data protection regulation that governs how organizations collect and process the personal data of EU citizens. Luckily for us, HubSpot is a leader in GDPR compliance and makes it extremely easy for all users to stay compliant with this regulation throughout their forms and everywhere else .
Here’s an example of a fundo landing page form.
The description on a landing page
While the form is the most important part of a main tools and methodologies in marketing analytics landing page, a good description can do wonders to convince people to leave their coveted personal information.
Basically, your description will inform visitors about what they’ll receive after completing the form. You can also tell them what the next steps will be and their corresponding timeline .
And what about your CTA (call-to-action)? You search engine optimization mails can use a simple phrase for your button like “Submit” or “Download,” or something more specific and action-inducing like “Get your expert ebook.”
Below is an example of a landing page description from mbudo.