After the click, your user will be projected to the page where your ad is posted: the Landing page.

This is the moment of truth.

Whatever the goal of the campaign (join an offer, sign up for a site, request information) the Landing Page will make a difference.

Therefore, when it comes to lead generation and performance marketing, creativity will be the critical success factor for a successful campaign.

Attending to every single detail will make the difference between a failed campaign and a successful one: from the content to the images, from the Call To Action promise to the Landing Page.

Even the smallest detail is important.

Consider, for example, the Form that is to be inserted into the Landing Page:

• if we promote a simple registration to a newsletter or a site, with only one field we could ask for the email address;
• If, on the other hand, we want to lead the user to take advantage of our offer, we should ask for more data, quinssi the filling in of more fields. Therefore, it will be crucial to reassure him especially about the processing of his data.

For each campaign, depending on our goal, we will have to ask ourselves numerous questions:

• Where to insert it?
• How many fields to enter?
• For data processing consent?

We need to overcome mistrust and stimulate interest.

Our Landing Page should be clear, short and at the same time eye-catching.

It anticipates and resolves doubts, speaks directly to the target audience, and must be taken care of in every detail with the goal of reassuring and convincing the user.

Let's look at some tips that may come in handy for making really effective Landing Pages.

1# The Headline accounts for 80% of your Advertising Budget.

According to David Ogilvy, author of the book Confessions of an Advertiser:

The headline accounts for 80% of the dollar you spend on making a landing page. If it is wrong, you have thrown away 80% of your budget

Since it is the first text the user reads, as well as the largest and most obvious, it must be attended to down to the smallest detail.

2# You have to be credible

A good Landing Page must be credible, that is, it must convey reliability about the product/service being promoted.

To accomplish this, you could include verified external reviews or citations, references, demonstration images.

3# One action...

We often see Landing Pages that are confusing in terms of the action to be taken. They are either overcrowded with drill-down links, CTAs, or a mix of both.

Your Landing must contain one and only one action to take.

If you give the user a way to choose, you distract them from their “mission,” which is the goal of our campaign.

4# Landing must be responsive

It may sound trivial, but it is by no means obvious (unfortunately).

Today, more than ever, so many users are browsing or reading e-mail from mobile, Tablet, with different operating systems and different formats.

The Landing Page will also necessarily need to be responsive.

You may have created on paper the best of Landing Pages. But if the visualization will be poor, so will the conversions.

5# Always test, test, test

Your goal is to convert. And it is always the user who is the ultimate judge of whether your Landing Page is good or not.

Put multiple versions of your Landing Page online to which to target a sample of users.

Check how many conversions one version succeeds in getting rather than another, and when you have gathered enough information choose the most effective version.

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