With the digital age, more sales are being made online. Around 69% of purchasing decisions start with a search on the Internet. In 2020, over two billion people purchased goods or services online. A well-structured and modern website makes your company appear credible and professional. With an informative landing page, you can present your high-quality products and services perfectly.
But what exactly is a landing page? What makes it different from other sites? And why is it so important to have a localized landing page? In this blog, we will give you the most important reasons why you should have a localized landing page for your online sales in Europe!
What is the difference between a landing page and a homepage?
The homepage is there to give an overall impression of your company. A visitor who doesn't know you or your company yet will get a good impression of what your company offers and why it is unique. Ideally, there is a call-to-action for lead generation, to induce a reader to perform a certain action like fill in a form. A home page is usually structured with various links and call-to-actions to invite visitors to browse through.
A landing page, on the other hand, has only one goal - that the desired action is carried out. There is nothing that could distract visitors from acting. Anything that distracts will make the lead lose valuable attention.
What is a landing page?
There are many different and confusing definitions of landing pages as it always depends on which marketing area you come from.
Basically, a landing page is a page that your visitor lands on. The visitor clicked on something that brought it here. This can be, for example, a banner or a link in an email.
At a landing page, the focus is on a certain offer - a certain action. This is displayed without any distraction. Therefore, you will also find certain elements such as brochure downloads or contact forms on a landing page.
The focus is on a specific campaign or promotion. Your landing page works alone, which means that most of the time there is no relationship to the actual corporate website. Therefore, your landing page does not have the navigation of the homepage, but it's own to several components of the page or none at all.
A classic example is the following: a visitor clicks on an ad in Google and lands on a landing page instead of the homepage. A homepage has no focus. A landing page, on the other hand, does. It fits the ad perfectly. It solves exactly one problem or focuses on a specific target group.
What type of landing pages are there?
When you create a landing page, you can focus on many actions for your visitor:
- Generate a lead
- Buy a product
- Book a service
- Arrange an initial meeting
- Visit a real place
- Make a registration
- Donate money
In essence, however, you can summarize these points in two broad categories:
- Opt-in - These are landing pages that focus on collecting contact information from leads (mostly email and name). To do this, they use a contact form as a call-to-action. They are often used in B2B marketing.
- Click-Through - These are landing pages that make the offer appealing to potential customers before they lead them further through the sales funnel. To do this, they use a simple button as a CTA. They are often used in the e-commerce sector.
The importance of landing pages
Landing pages are an important part of inbound marketing. Without them, the sales process would be much harder. The big advantage is the focus:
One page. One act.
The clarity and simplicity ensure that a good landing page converts better than a general page. In detail, there are four major advantages:
- More traffic - Well-produced landing pages can rank higher in search engines. Every time you create a new landing page, it means that you get more opportunities to be found in search results.
- More leads - Studies show that companies that use 40 or more landing pages generate 120% more leads than companies that use five or fewer. The same applies here: the more landing pages, the more leads you get.
- More sales – Landing pages have proven to have the highest conversion rate based on the contact form or call-to-action on the page. This means that you have higher chances to make sales than on any other page.
- Relevancy - In case of a dedicated translated and localized landing page, you are much more relevant to your specific target audience. You speak their language and how that you are active in their industry.
Localizing your landing page for Europe
Landing pages are an important part of digital marketing. This is where the conversion happens. A landing page is a page that your visitor lands on. There is a clear action here. A clear goal. Without distraction.
Being the foundation of your European online presence, it's important to drive traffic to your European websites. If you compare European landing pages with North American ones, you will see that there are clear differences between the continents. In most European countries, designs are much 'cleaner' than designs we see on North American landing pages.
Having localized websites, microsites or landing pages is the foundation for online success in Europe. We help you design and develop them, so they are optimized for your target countries. With every website we create, we keep SEO and user experience in mind; our websites are fast, responsive, and easy to navigate.
Apart from the design, it's important to have country-specific domains or an overall .eu domain. In order to claim one of these domains, it is required that you have a presence in continental Europe. We can serve as your partner in this regard.
If you’re interested in more detailed information or the opportunities for your brand in Europe, then please contact us.