What is a Landing Page?
A landing page or destination page is exactly as its name suggests: the first page a user lands on, i.e. arrives after clicking on a link.
Users can be redirected to a landing page from a link in a newsletter, on the homepage of a website, in a YouTube ad, on a banner on a mobile device, or even on a Google ad AdWords or a Facebook campaign.
As a general rule, landing pages are almost always designed for marketing or advertising purposes. However, each landing page you create can have its own specific purposes, for example: a promotional offer, branding, newsletter sign-up, event invitation, or any other call to action you want your audience/target understands.
The goal is therefore to make your users click on links to pages containing information about your company.
Think of a landing page in response to a question posed by the user or as a way to deliver on a promise you made to your users in an advertisement.
Imagine, for a moment, that you are an advertising agency for a Cupcake store and that you place advertisements in Google search results (Google AdWords). Your potential customer is looking for “a birthday cupcake”. In the search results, he sees your ad that says “Now on sale – Birthday cupcake packs” and clicks on it. The landing page the user should land on should not be the homepage of the Cupcake store (because the homepage also offers vegan cupcakes, colorful cupcakes and more). Instead, it should be redirected to a dedicated page, where possible, to the same topic as your advertisement – birthday cupcakes for sale.
You can work with Facebook the same way – if you post an ad promising users something (say, 50% off vegan cupcakes), then lead them to a Facebook page that talks about the promotion.
The result of all this is a win-win situation: your customer gets an answer to the question they asked, and you can be sure that whoever "land" is interested and ready to engage in whatever you have. Free.
Additionally, you should know that Google and Facebook rank ads based on relevance to their associated landing pages and give a price advantage to the most relevant results. The smart and correct use of landing pages can therefore also save you a lot of money.
Building a good landing page is one of the most effective methods to increase the number of leads generated, the recruitment of new customers and the transmission of your messages.
These are precisely the reasons why we have created an ActiveTrail Landing Pages construction and design system that is one of the most intuitive and user-friendly of its kind in the world.
With this module, you can quickly and easily build landing pages that convert.
Before we get into the nuts and bolts of building an ActiveTrail landing page, there is one word/acronym to remember that will help you through the process: AIDA. No, we're not talking about Verdi's operatic masterpiece, in case that's ok with you, rather we're talking about four words every advertiser should know.
AIDA – remember the following words when designing your next landing page:
A – Attention: grab the attention of your customers.
I – Interest: Generate interest through attractive offers.
D – Desire: Make them want your products and services.
A – Action: call to action. Whether it's signing up, making a purchase, visiting your website, or watching a video, motivate your customers to take action in the way they want.
These are our main objectives and we must ensure that we do not fail to achieve these objectives. So, now that we know what a landing page is and the word AIDA is ringing in our ears, it's time to have it.
Here are instructions for building a great landing page in the ActiveTrail system in three steps:
1. Design of a new landing page
Log in to your ActiveTrail account.
On the top navigation bar, hover over “Landing Pages” and select the “New Page” option.
ActiveTrail Dashboard
The system will open a page offering a wide range of pre-designed landing pages. You can select a designed landing page template or you can choose a blank template and design your landing page yourself. If you'd rather not work with one of our templates, you can also opt to have your page created through an HTML editor on a completely blank canvas.
Landing Page Templates
If you decide to create your own template, you can save it and add it to "My templates", which will allow you to use it again for your future landing pages. For the purposes of this discussion, we will select a blank template.
Landing Page Design Stage
Landing page templates are divided into three parts. During the design phase, we can use the landing page editor to drag blocks located on the right side of the landing page.
You have access to a wide variety of blocks that you can use on your landing page. There are blocks for: text, images, social media sharing, and, of course, signup forms to call users to action!
Editing Blocks and Links
After dragging a block onto the chosen location, dragging the block will open an editing window, where you can design and modify the block, and add links and images.
You can add images and links under the “Edit Item” tab. The “Block Settings” tab allows you to set the block fill and background color.
Example "Edit element" for an image block:
Landing Page Image Block
Under "Edit element", you can create links to: a web address (URL), a specific file, an email address, a survey, another landing page, an anchor or a telephone number, depending on your preferences. Simply click on the publisher link symbol and select your link destination.
An example of linking in a block of text:
Edit Link Block Landing Page
Saving Blocks
Any block you create can be saved for future reuse by clicking on the star labeled "Save to My Blocks" on the right side of the block. You will find blocks saved on the tab on the far right, also designated by a star and called "My Blocks".
Save Block Landing Page
Page background
It is possible to set separate backgrounds for each of the three sections of your landing page.
Attract visitors' attention to your landing page by using attractive background images or colors (remember AIDA's attention). The background could be an image of your product, a color or other image or even a graphic background.
To set the background, hover the mouse cursor over the appropriate block and click on the “Background” icon that appears to the left of the block:
Landing Page Background
Page settings
In the "Settings" tab of the page, immediately to the right of the "Blocks" tab, you can choose the color of the border, the spacing between the blocks, the width of the page, the direction of the text and the facebook settings. You can also determine the title given to the page when users share it, as well as the preview of the page (on a computer or mobile device).
Call-to-action/Call-to-Action options
The last letter of the acronym AIDA stands for Action, representing “Call to Action”, which is our main purpose for creating a landing page.
We will select what we believe to be the best possible alternative to motivate users to take action, from one of two options:
1. Added a “Button” block – select a button (action) from the ActiveTrail button gallery and give the caption an appealing appeal, such as: “Check in for your dream vacation”, “Get a newsletter that will brighten your day” or any other text that will inspire your users to take the action you want them to take.
Landing Page Button Block
2. Integration of a registration form – this is a great way to generate leads. A registration form on a landing page is the most important component of the page. Subscriptions help you grow your mailing lists and allow you to gather additional information about your leads that can be useful later when creating campaigns based on users' personal preference attributes or when forwarding a lead. at your sales department.
In the blocks panel, you can choose a form with an image, a form with text or a horizontal form.
If you select a signup form with an image, place it on your landing page and add an alluring photo (remember the D for desire in AIDA). You can purchase an image at a discounted rate from BigStock Photo's image bank, directly from your ActiveTrail account, and edit it using our advanced photo editor by clicking "Edit Image". image ".
Here is an example of a form and image block:
Landing Page form
Clicking on the block opens a window with various editing options. In addition to the standard block editing options, you can modify the contact fields available on the form and add new ones. All this to enrich your mailing lists.
Here is an example :
Landing Page Form Fields
To add or modify contact fields, select the “Edit fields” option when you click on the form. We can also change the order of fields on the form and determine if a field is required or not.
When you click on the form, you can also select the “Forms Settings” option. You can automatically send your new subscribers to a group and/or send their information to one or more email addresses.
Landing Page Form Settings
Now is the time to review your form. Consider AIDA and whether your form meets its recommendations. If you have checked each of the letters, go to the next step by clicking on “Next”.
2. Creation of the thank you page
Thank you page Landing Page
Did Internet users do what you wanted? Did they respond to your call to action? Be gracious and thank them. Expressing such recognition also serves to maintain good relations with your customers or to provide additional information regarding next steps.
For example, you can use a thank you page to let your new enrollees know that you'll be contacting them shortly or that a surprise will be waiting for them in their inbox in a few days. Also, you can add a link to your homepage or any other page of your choice on a thank you page, which helps you keep visitors on your site.
Another smart way to use your thank you page is to embed the “conversion code”. The purpose of the conversion code is to inform the various advertising platforms, e.g. Facebook and Google, that anyone who reached your thank you page successfully completed the actions you wanted them to take. Think about it, the only way to get to your thank you page is through your contact/signup form. This way we can let external applications and systems know how many people have successfully filled out our form (in other words, have been converted), as well as track which contacts we no longer wish to advertise to. . With the latter, our thank you page conversion code can help us reduce our advertising spend.
After naming your landing page, the “Thank you page” options window opens and you can choose whether you want to adopt the same design as your landing page for the thank you page, use one of your existing templates, a poll or redirect users to an existing URL (e.g. your home page or any other page you would like).
Thank You Page Options Landing Page
You can preview how your landing page will look by clicking the "Preview" button in the top right.
Landing Page Preview
If you choose to redirect your page to a poll, you can choose from polls you have already created on ActiveTrail, or create a new one.
Then click “Next”. If this is your first time accessing the landing page creation system, a window will appear asking you to choose a subdomain for your landing page (this subdomain will then automatically apply to all your future landings pages).
Landing Page Subdomain
ActiveTrail provides the domain name "activetrail.biz", to which your chosen subdomain will be added. The domain name you choose here will serve as the domain name for the URLs of all landing pages you create on ActiveTrail. Your FQDN will therefore be made up of the subdomain you define, the ActiveTrail domain, and the page name (which changes with each landing page you create).
3. Assignment of properties
We have reached the last stage! Only a few more minutes, and your landing page will be online!
Step Properties Landing Page
Now you need to fill in the page details. Besides the name we defined earlier, you can choose between different options to publish your landing page:
1. As a page on ActiveTrail servers (recommended): under the “.biz” domain mentioned above. This is the most recommended option as it allows synchronization with our reporting system and automatic update of all changes.
2. Referring to your own website (CNAME): If you select this option, choose a web address for your page, including a subdomain. The name you select will appear after your website name.
3. Using an iFrame: an HTML frame that you can embed into web pages and that updates automatically.
4. Using HTML Code: The system will generate the HTML code for the page on demand, but under this option, whenever you want to update your page, you will need to update the code accordingly.
Metadata page (SEO):
Like any content you publish, you should index the content on your landing page using keywords so that it appears in the most relevant and accurate way possible in search results.
Metadata Landing Page
The page title is the text that appears when you place the mouse cursor over a page tab in a web browser and search engines.
The page description (meta description) is the text that appears under the page title in search engines. Describe the content and purpose of the page in a sentence or two. Try to include key phrases.
A canonical URL is an HTML code that allows you to define the preferred URL for your page, in cases where your website contains pages with identical content. This prevents duplicate content from appearing in search engines. The code tells Google and other search engines that our chosen page is the originating page and is the one to refer to.
The Tracking Code:
When creating the page, the system allows you to easily integrate tracking codes and for re-marketing purposes on systems such as Google Analytics, Google AdWords, Facebook.
Paste the tracking code in the corresponding field.
Landing Page Tracking Codes
We concluded the construction of a landing page in three steps. All you have to do is press the “Publish” button at the top right of the application window. A confirmation that your landing page has been published will appear.
Confirmation Landing Page Publication
Now you can add the link to your page wherever you want and, of course, share it on social networks.
Do you want to know if your landing page is working properly? In your landing page list, next to the name of the published page, you can view the number of page visitors and the number of converted users. On the right side, you can access reports.
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