Landing pages are an integral part of any successful digital marketing campaign.
Not only do they allow your audience to immediately find the information that is relevant to them, increasing conversion rates. They also make it easy for digital marketers to carry out A/B testing, and to track the metrics and origins of visitors, providing crucial information for the evaluation of how effective a campaign is.
The crux of the matter is how to build a landing page that convinces. Here is an outline of the best tools to use, and the best resources to harness.
1 – Integrated Landing Page Builders in Digital Marketing Suites
Depending on which platform you’re using to cover your digital marketing needs, and your email marketing needs in particular, you might already have a landing page builder at your disposal. Mailchimp’s landing page editor is well-known, but similar functionalities are also provided by Mailchimp alternatives.
The email-marketing platforms Sendinblue and GetResponse both offer landing page editors that integrate seamlessly with their other marketing solutions and platform-internal CRM systems. HubSpot’s solution offers an unparalleled range of features.
2 – Leadpages
Straightforward, accessible, and affordable, Leadpages is one of the most widely-used landing page editors on the market.
Leadpages offers extensive A/B testing and analytics features and over 160 templates in its intuitive drag-and-drop builder. On higher-tier plans, Leadpages integrates well with HubSpot, Marketo, and Salesforce.
Its standard $25 per month plan is one of the cheapest on the market, but many templates and outstanding features – like A/B testing or CRM integration – are exclusive to higher tiers.
3 – Instapage
What makes Instapage stand out are its functionalities for collaborative design. It’s a great choice when you have several people – or your whole team – contributing to the design and content of a landing page.
Developed to quickly build top-notch landing pages, Instapage offers a gallery of over 500 templates and over 1,000 Instablock modules that can be used to extend any basic template
One downside of Instapage is that the pages you design are not responsive by default. To optimize for mobile, you will have to manually adjust designs. Furthermore, Instapage is amongst the most expensive landing page builders, with plans starting at $149 per month.
4 – Unbounce
Unbounce is another fantastic landing page tool. As its name suggests, it aims to convert visitors, rather than having them ‘bounce’ off your landing page.
The platform offers a straightforward drag-and-drop editor. If you’re just getting started with landing pages, its simplicity makes it one of the best choices.
Unbounce produces responsive pages that display well on any device. Form creators and A/B testing functionalities are built-in.
With over 100 templates in its library, Unbounce also provides plenty of inspiration for you to create high-conversion landing pages. A 30-day free trial gives you the opportunity to test all platform features. After that, regular plans start at $49 per month.
5 – Landing-Page Plugins for WordPress
First off: Building a pure WordPress landing page is impractical. It takes time and effort, and limits analytics and A/B testing capability.
However, there are landing page plugins for WordPress that can achieve excellent results.
One of the most popular is Beaver Builder, which comes with a myriad of ready-to-use templates, a handy drag-and-drop editor, and a modular setup. It also integrates with any WordPress theme, avoiding jarring style transitions when your audience continues your main website.
6 – Landing Page Testing Tools
You’ve finished designing your landing page, have come up with stellar copy, and are ready to launch it for the whole world to see.
Wait just a moment.
To save you trouble and increase conversion potential, there are several tools that you can use to assess the page’s effectiveness. Here are three of them.
Browsershots allows you to check how your landing page appears in various mobile and desktop browsers.
Landing pages have about 5 seconds to get your message across. The 5 Second Test app allows you to get feedback from actual users about various aspects of your landing page – such as what stands out most to them.
UserTesting has similar functionalities, but allows you to conduct a more in-depth review of your page. Testers record audio while interacting with your landing pages. What you get is stream-of-consciousness feedback about what users would like to see, what confuses them, and what they like most.
The Bottom Line
Landing pages are powerful tools to boost conversion rate, and take your digital marketing campaigns to the next level.
Your landing page has 5 seconds to get its message across to visitors – or they will just bounce off it. Use the right tools to showcase crucial information, and win your audience over.