The purpose of a landing page is to convert visitors into buyers. But what happens after the click? Is the visitor engaged? Is he/she aware of what they’re buying?

The answer to these questions largely depends on the landing page. Is it easy to find? Is the information easily accessible? Does the landing page contain the necessary elements to persuade someone to make a purchase?

Let’s take a look.

Does ClickFunnels Have Landing Pages?

Yes, the popular sales funnel builder, ClickFunnels, does in fact have landing pages. But they’re not your typical, run-of-the-mill pages. Here’s a hint—you might not even recognize them as landing pages at first glance. But they serve a crucial purpose, converting website visitors into paying customers.

In fact, if a site owner wants to build a business around subscriptions, membership sites, or e-commerce, ClickFunnels is the go-to choice for creating a funnel.

To learn more, check out our in-depth review of ClickFunnels.

The Basics Of A Landing Page

Nowadays, a lot of businesses are moving away from the traditional, outbound marketing approach and adopting a more attraction-based strategy. As a result, landing pages are no longer regarded as a necessary evil. Instead, they’re considered among the most essential components of a marketing funnel. (For more, read this insightful article on why you should use landing pages in your strategy.)

Simply put, a landing page is a webpage that a business or brand creates to encourage potential customers to take a specific action. That action could be making a purchase, requesting more information, or subscribing to a newsletter.

Depending on the industry, a landing page can look anything from a plain and simple page with a call-to-action to a full-blown sales funnel.

The most important thing to keep in mind about a landing page is that it must contain the following elements:

  • a clear and compelling call to action
  • valuable content
  • an opt-in form (for email marketing)
  • a thank you page with some additional helpful information
  • and, optionally, a sales funnel (if you’re looking to attract customers to your product or service)
  • The simplicity of the page makes it instantly recognizable to any visitor
  • A/B testing features (to see which elements work best for a given demographic)
  • and much more

The Need For A/B Testing

Every business is different and, as a result, their target audience responds differently as well. This is why it’s important to run A/B tests to determine which approach converts better. (For more on A/B testing, check out our A/B testing explainer video.)

In the above example, the business is selling workout gear online and they recognize that men prefer to focus on the product’s features, while women appreciate its design more. As a result, they choose to further develop the page’s style by using bright, bold colors and large typefaces. (In general, men prefer simplicity and orderliness, while women prefer floridity and harmony.)

To learn more, visit https://about.com/usability/. Here you’ll find dozens of examples of A/B tests that were actually carried out by real brands.

Why Do You Need To Convert Website Visitors Into Buyers?

The world of commerce has changed. Back in the day, if you could get someone to visit your website, he/she would more likely be a casual visitor who would simply browse your catalog or hit the back button. (If you’re interested in digital marketing trends, download our guide to digital marketing analytics for a comprehensive look at web traffic, conversion rates, and much more.)

Nowadays, a business’ success depends on many factors, but most importantly, on whether or not they can convert a large number of web visitors into paying customers.

Also crucial to a business’ growth is their ability to retain customers. But if you’re planning on building a sustainable business, you’ll want to make sure that new customers discover your product/service easily and without getting discouraged by the learning curve. (If you’re looking for ways to reduce churn and increase engagement, check out our guide to customer care. Or, if you’d simply like to generate more leads, read our guide to SEO.

This is where landing pages come in. A well-designed, highly functional page can help establish trust with potential customers and make them feel as though the business is taking the time to understand their needs. As a result, they’re more likely to make a purchase without feeling as though they’re being tricked.

In the above example, the product is a weight loss aid that helps people shed those extra pounds. But the thing is, not all weight loss products work the same. Some people prefer using protein powders while others prefer going with natural supplements. (Check out the various ingredients in each product for more information.)

To test this hypothesis, the business sets up two similarly structured, yet extremely different, landing pages. (In this example, let’s say they wanted to compare the impact of a protein powder to a natural supplement.)

The first page, for the protein powder, is jam-packed with useful information about the product. (In this case, the product is Grainless Powders, and the page is loaded with various stats, comparisons to other products, and much more.)

Above the fold:

  • a big, beautiful call to action button —
  • a heading —
  • a large image of the product —
  • valuable content
  • a few bullets points —
  • a few more useful stats
  • and, optionally, a testimonial or two
  • An easy-to-find, opt-in box (for an email list)
  • A call to action for the curious—
  • and much more

On the other hand, the page for the natural supplement has a simplified design. Instead of a complicated call to action button, there’s just a simple order now button.

  • a heading —
  • a large, beautiful image of the product (in this case)
  • valuable content
  • An opt-in box (for an email list)
  • a simple call to action button —
  • and much more

The Hidden Benefits Of A Landing Page

Aside from establishing trust with potential customers and making them more inclined to make a purchase, landing pages have a few other useful benefits.

  • Establishing a physical presence.
  • Boosting SEO.
  • Gathering email addresses.
  • And much more.
  • The simplicity of the page makes it instantly recognizable to any visitor
  • A/B testing features (to see which approach works best for a given demographic)
  • and much more

To learn more, check out our in-depth review of ClickFunnels.

Why Do You Need A Simple Design?

The above examples use a lot of colors, patterns, and typefaces. However, that’s not always the case. In some instances, a more simplistic approach can be just as effective. Take the case of HubSpot. (If you’re interested in marketing strategies or in finding out more about HubSpot, read our in-depth review.)

In summary, a lot of companies have adopted an Attraction Marketing approach. As a result, the role of the marketing funnel has significantly changed. (For more information, check out our article on the Future of Marketing.

While creating an attractive landing page is a must, having the right content is just as important. In some instances, a simple yet informative page with a few notable stats and figures can do the trick. In other instances, you might want to go the extra mile and include a lot of useful information about the product or service.