We’ve spent some time talking about engaging followers, driving traffic and lead generation. Now let’s discuss the other end of the bridge: where do we take these people? Where do we land them? On your home page? They won’t see the exact offer or discount they clicked on, unless you are willing to redesign your home page for each marketing campaign. On your catalogue? That’s even worse! It’s like you are baiting people to enter your store and then you lock the door behind them and tell them “OK, now buy as much as possible”.
The only sensible online location where your leads must get to is a landing page, specially designed for that specific marketing campaign, which has only one purpose: to promote and facilitate the call to action (whether a sale, a 30-day free trial, or a newsletter subscription). And statistics are on my side. For example, nearly half of the marketers polled by MarketingSherpa recently stated that they design a unique landing page for each campaign.
Since there’s no way out of creating conversion without a landing page, let’s see some easy tools which will help you design a killer landing page that drives high conversion:
Unbounce offers you the total package: build, test and publish. Working with Unbounce makes you feel like a pro landing page designer, because it gives you so many design options to choose from, if you do not have a clear idea how to start. Their rich template package is sufficient to help you find one landing page design that is perfectly adequate to your campaign.
For $50 per month for the basic package you get access to an audience of 5,000 people for A/B testing, while the upgrade to $100 per month unlocks an audience of 25,000 users, helping you optimise and polish your landing page for maximum conversion.
2. IM Creator
If you don’t mind doing some extra work, IM Creator is a great option for budget-constrained marketers because it’s free! It needs more input from you. A big plus for this platform is that every landing page you create is automatically designed to be mobile-ready (a must these days). On the other hand, if you do not have some basic coding knowledge, you will find it a bit of a challenge to integrate an opt-in form into the landing page created with IM Creator.
Wishpond starts at $45 per month without A/B testing and $65 with testing, but it’s money wisely spent for your business. This platform creates beautiful, crisp landing page designs and they have one extra feature compared to other landing page design tools: you can create attractive opt-in popups that will skyrocket your conversion rate.
Landingi offers a great price-to-benefit ratio, with 10,000 monthly visitors for $29 per month, unlimited A/B testing and a wide range of ready-made landing page templates. Some of these templates are in the premium category, so you have to consider if you want to go the extra mile and purchase one.
Landingi is a great option for collaborative work – if you have a designer friend whose input would help, you can share him or her your Landingi account. Other features include the ability to duplicate a design for a new landing page and the quick and easy design of opt-in boxes.
LeadPages is the richest landing page creating tool in features and options. It offers great value for the monthly subscription fee of $67 (which is the upper tier price, they also have a $37 per month basic subscription). Besides landing page and opt-in box design, you also gain access to their affiliate program, Salesforce and HubSpot integration and template import to turn previously designed pages into landing pages, keeping your branding colors and logo intact.