How to Use a Landing Page Builder Tool
Marketer at heart, in love with SaaS.
CMO @ Bouncer
A landing page is one of many tools in the marketer’s belt. It can help you keep track of each separate marketing campaign, no matter how many you are running simultaneously. Below we look at what a landing page is and how you can create it.
What Is a Landing Page?
A landing page is not a new website. Rather, it is an additional page added to your existing website. You should create one for each new marketing campaign.
A landing page aims to measure the results of your marketing campaign. It enables you to see how many conversions to sales the campaign generated. You can use a landing page for a project to get potential customers to buy a product or to be subscribed to your mailing list.
Statistics have shown that marketers using over 29 landing pages obtain seven times as many leads as companies with ten or fewer landing pages. The conversion rate when using a landing page specially created for a marketing campaign outstrips conversions when potential customers are referred to the homepage or another page on the website that is not geared toward the campaign.
Each landing page can be designed to attract the demographic group you are aiming your ad at. Thus, unique content and designs can be worked into the perfect approach. The more targeted an advertisement is, the more effective it will be, resulting in a better conversion rate.
How Is a Landing Page Different from a Homepage on Your Website?
If you think about it for a moment, does sending all the traffic for an advertising campaign to your website’s homepage make sense? Wouldn’t you want to differentiate between an ad on Facebook versus one on YouTube, for example, to see how the channels affect your conversion rate? Or to easily separate the results of ads for different products?
As already outlined, using landing pages for each campaign allows the advertiser to tailor the product or service offerings to different groups. A homepage has multiple links and a number of products displayed. This differs from a landing page that only showcases one product for each campaign.
So, how do you build a landing page on your website? Let’s take a look.
What Are Landing Page Builders?
What are landing page builders? The obvious answer is that they are tools for building a landing page. But just how difficult is it to build a landing page? And what does it cost? The cost part is easy: it’s in the thousands if you hire a web developer. If you do it yourself, the difficulty depends on how good you are at web design and writing code.
Fortunately, there is a simpler, cheaper solution. A landing page builder takes all the work out of the task and offers numerous templates to choose from that have been professionally created. It requires virtually as little as a ‘drag and drop’ from you. You don’t begin on a blank page, and the templates are designed for different types of marketing campaigns.
You can create a few versions of the required landing page and do an A/B split test to see which one has the optimal conversion rate. This is already a set feature of the majority of landing page builders. Publishing is immediate.
Templates allow you to edit and customise or add to your landing page. For example, you can add a call to action, a button, audio, comments, or a blog. Once you press publish, it goes live. Some landing page builders allow you to simply click on a drop-down menu to add, while others involve a ‘drag and drop’.
There are different types of landing pages. We take a brief look at five of them.
Lead Capture Landing Pages
Lead capture landing pages exist to get contact details from visitors to the page. Some of these ask for much information, while others only want an email address and the person’s name. They may offer a gift, such as a product sample, an eBook, or a free trial.
Landing Pages for Google Ads
Google specifies the format for its landing pages for ads. One such requirement is that the heading and message of the advertisement and the landing page must be identical. The person performing a search is shown the most relevant items that are interesting, and that fuelled the search. By clicking on the link, the user can be taken to an offer and a call for action to buy.
Landing Pages for Facebook Ads
Facebook Ads are cheap yet build brand awareness effectively. Your landing page will get more clicks and target prospective shoppers with a similar profile to your existing customers. At the very least, they grow your mailing list.
Landing Pages for Long-Form Sales
These landing pages are serious about nailing sales. They are extremely long because they consider and disarm every possible objection. Usually, the marketer sells an expensive product over $1,000.
Landing Pages for Pricing
These landing pages are specifically for pricing. That means that visitors to these pages already have the intent to buy. You need to emphasise why your product is right for them and how it meets their needs. Aspects that need to be covered are refunds, product features, and FAQs.
Best Landing Page Builder
If you already have a WordPress website, you may want to get software like WordPress plugins. Landing pages are provided as plugins that link directly to your existing site in the same way that other added pages do.
SaaS tools, on the other hand, specify using their domain name under a subdomain and likewise to one of your page’s subdomains. On the plus side, they do provide more advanced features and options. WordPress gives you the same standard features and is easier to use. It is also a quicker tool for publishing a high number of campaigns in a short space of time.
The best landing page builder depends on your level of expertise in using landing pages. First-timers are most helped by Divi, a WordPress page builder plugin whose landing page is easy to learn, user-friendly, and designed for beginners. It is also suited to small businesses. Some other WordPress page builder plugins are Thrive Architect, Beaver Builder, and Elementor.
Best Landing Page Tool
SaaS landing page builder tools are difficult for beginners. However, if you have the experience, these free-form tools allow you to make all the decisions and do not limit you to a prescribed template. Photoshop quality can be achieved.
For those starting who want greater freedom with the design of their landing pages, SaaS landing page builder tools can still work for you if you are up to a steeper learning curve. Once you have mastered the tools, you can do virtually anything you wish. Naturally, SaaS tools cost much more as their usual clientele are the bigger businesses.
The best SaaS landing page builders are Webflow, Instapage, LeadPages, and Unbounce.
Free Landing Page Software
If you want to start with free software for your landing pages, you should consider HubSpot. HubSpot allows you to personalise your landing pages without assistance and achieve great results. This will enable you to gain leads from visitors to your website. SEO ideas and conversion analytics result in the optimal landing page(s).
You do not have to have technical skills, as the full range of templates allows you to generate customised results and get them published swiftly. These templates are also optimised to display and work perfectly on mobile devices. You can check the look and feel on different devices so that all potential customers will have a good user experience.
All you have to do is ensure that your landing page’s content is aimed at the specific demographic or ideal customer you want to attract. The landing pages adapt automatically to the visitors’ type of device, location, and life stage.
Free Landing Page Generator
GetResponse Free provides a free-forever package for new, small businesses, enabling them to go online quickly and easily. It offers a website builder that comes with a bandwidth of five gigabytes. To this, the company can add landing pages, connect to a domain, benefit from email marketing, and get contact forms to use with visitors to their website.
GetResponse Free templates include multiple forms designed for mobile users and more than one hundred template selections. A wide choice of pre-designed templates covers various business goals according to your requirements. The ‘drag and drop’ options enable easy editing and customisation. This allows users to reshape and resize elements, change colours, move, group, or crop items around, and insert free stock photos and GIFS. You can create as many versions of a particular landing page as you, please.
The analysis is possible by tracking basic data such as clicks, visits, and conversions and performing split A/B tests. Finally, all of this can be linked to Facebook Pixel, Google Tag Manager, and Google Analytics for full integration.
Using a landing page builder tool is as simple as selecting the one that best suits your needs and getting busy creating landing pages for your marketing campaigns.
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