A landing page is a web page on which a user "lands" (English "land") after he clicks on a link, advertisement or other source. The main purpose of a landing page is to get the user interested and persuade them to take a specific action, such as buying a product, signing up for a newsletter, downloading a resource, or requesting feedback.

To create an effective landing page, specific design and content are used that are aimed at attracting attention, persuasion and motivation. It usually contains a strong headline, a description of the benefit or offer, highlights such as "Buy Now" or "Subscribe" buttons, and social proof elements such as testimonials or partner logos.

Landing pages are used in marketing to improve conversions (the ratio of the number of visitors to the number of actions taken) and effectively promote products, services or promotions. They are often targeted to a specific target audience and have a clear focus to help users make a quick and informed decision.

# Advantages

What are the benefits of a landing page:

• Target Focus: Focusing on a single target or product increases clarity
• High conversion: Specialized content increases the likelihood of action
• Simple Design: Minimalism makes information easy to read
• Adaptation to the context: Easily blends with advertising and original sources
• Experiments and improvements: Testing elements for optimization
• Data Collection: Collects contact details for future contacts
• Target Marketing: Adjusts to different audience segments
• Advertising Improvement: Increases the effectiveness of advertising campaigns
• Increased ROI: Maximizes the return on marketing investment
• UX Optimization: Creates a lighter and cleaner user experience

# Need to know

• Conversion Efficiency: On average, landing pages have a conversion rate of around 2-5%, although successful pages can have much higher conversion rates.
• Action Types: Most often, landing pages offer actions such as buying (in the case of e-commerce), signing up for a newsletter, downloading resources, or filling out a form.
• Headlines and CTAs: Attractive headlines and clear calls to action (CTAs) can increase conversions. CTA buttons with clear texts can convert up to 20% or more.
• Mobile responsiveness: With mobile usage on the rise, over 50% of users visit landing pages from mobile devices, so mobile responsiveness is important.
• Load Speed: Page load speed affects conversions. 53% of users may leave a page if it takes longer than 3 seconds to load.
• A/B testing: A/B testing landing page elements can improve conversions. Companies that actively test are seeing conversion improvements of up to 30% or more.
• Videos and Images: Videos and high-quality images can increase time on page and conversions.
• Social Proof: Testimonials, recommendations, and trust marks (partner logos, awards) can build user trust and increase conversions.

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