Élément indispensable du tunnel de conversion, la landing page ou page de destination en français, capte les prospects à un moment essentiel de leur parcours utilisateur. Son objectif ? Les inciter à passer à l’action pour en faire des clients. Alors qu’est-ce qu’une landing page ? Comment créer une page de destination efficace afin de générer des leads de qualité et d’optimiser votre taux de conversion ? Découvrez nos 8 secrets.
Qu’est-ce qu’une landing page ?
Il s’agit d’une page web sur laquelle atterrissent les visiteurs après avoir cliqué sur un lien issu de la page de résultats du moteur de recherche (SERP). Elle sert à générer des leads ou à vendre un produit/un service. Avant de mettre en place une landing page, l’entreprise doit décider de son objectif (page de vente, page de génération de leads …). Cet élément est au cœur de la stratégie d’inbound marketing des entreprises.
Nous vous présentons ci-dessous les 8 secrets d’une bonne landing page :
Secret 1 : optimiser la vitesse de chargement de sa Landing Page
Vous l’aurez compris : qui dit page de destination efficace entend parcours utilisateur fluide. Après avoir cliqué sur l’annonce, l’utilisateur s’attend à atterrir rapidement sur la page. Une seule seconde d’attente sur votre site correspond à -7 % de conversions ! Si le chargement de la page d’atterrissage est trop lent, le prospect lassé risque de partir. Pour vous aider à contrôler la vitesse de chargement des landing pages, vous pouvez vous aider d’outils tels que Google Page Speed.
Secret 2 : Travailler le contenu de sa page de destination
Optimiser le titre
C’est la première chose que voit l’internaute ! Pour qu’il poursuive sa lecture, misez sur un titre prometteur, accrocheur et optimisé SEO.
Soigner la phrase d’accroche ou le sous-titre
Le défi ? Résumer en quelques caractères votre proposition de valeur.
Accrocher le prospect avec un contenu de qualité
N’oubliez pas qu’un lead qui atterrit sur votre landing page est un utilisateur à la recherche d’un produit ou d’un service. Il veut obtenir une information claire, rapide et immédiate. Votre contenu doit répondre à ses besoins de manière structurée et précise. Une lecture agréable et pertinente augmentera vos conversions.
Veillez particulièrement à soigner l’ensemble des éléments qui apparaissent au-dessus de la ligne de flottaison – zone visible sans avoir à scroller- à savoir titre principal, sous-titres, call-to-action … car les internautes sont près de 80 % à lire uniquement ce qui se trouve au-dessus de cette ligne.
Secret 3 : Identifier le bon call-to-action
Vous ne devez retenir qu’un seul objectif : convertir – et pour y arriver, il va falloir inciter au clic ! Afin de capter l’attention du prospect rapidement, votre call-to-action doit être pertinent, vendeur et surtout unique. De manière pratique, il doit être placé le plus haut possible sur la page pour être immédiatement visible.
Secret 4 : Rassurer l’utilisateur !
Pour capter l’attention du lecteur, faites preuve de crédibilité. Les chiffres sont d’excellents moyens d’appuyer vos arguments et de convaincre le prospect. Les avis internautes eux, s’avèrent d’excellents atouts (s’ils sont positifs !), pour rassurer le visiteur. Enfin, citer vos partenaires est un gage de confiance qui peut participer à asseoir votre crédibilité auprès du public.
Secret 5 : Faire preuve de simplicité !
Restez simples ! Un design épuré vous permettra d’accentuer facilement les zones d’attention. Il rendra votre page abordable, claire et compréhensible. Harmonisez vos couleurs, jouez sur les tailles et les polices afin de différencier titres, sous-titres et paragraphes. Enfin, aérez votre texte !
Secret 6 : Optimiser sa page web pour l’affichage mobile
Assurez-vous que votre page et les éléments qui la composent soient responsives (formulaires, vidéos…) ! En effet, aujourd’hui près de 50 % du trafic provient des mobiles. Pour de meilleurs résultats, vous pouvez créer des formulaires dédiés aux supports mobiles.
Secret 7 : Adapter votre landing page aux attentes de la cible
Pour répondre au besoin de votre futur client, faites preuve d’imagination ! Votre but étant d’accrocher votre cible, vous vous devez d’offrir un contenu de qualité qui coche toutes les attentes de vos visiteurs. Et ce dernier peut prendre différentes formes, parmi lesquelles : vidéos, infographies, livre blanc, article de blog, page de vente, page de remerciement …
Secret 8 : A/B tester votre landing page
“Tester, tester … pour sans cesse améliorer ma landing page” doit être votre leitmotiv.
De nombreux outils existent à cet effet.
3 exemples de Landing Pages efficaces !
Ici Klaxoon nous présente son offre 100 % éducation. Au-dessus de la ligne de flottaison, la structure est visible d’un coup d’œil. Les arguments sont clairs. Les avis utilisateurs et les partenaires cités au bas de la page rassurent l’utilisateur.
L’entreprise LiveMentor utilise par exemple un design épuré pour inciter à remplir le formulaire dédié au téléchargement de son livre blanc. Ce dernier est simple et rapide (adresse email, prénom et numéro de téléphone). Aucune information ne vient polluer l’objectif principal de cette landing page à savoir la collecte de leads qualifiés !
Ornikar joue sur un argument phare … son prix ultra compétitif qui défie celui des auto-écoles traditionnelles. Les chiffres rassurent l’utilisateur et le call-to-action incite au clic.
Un doute sur votre landing page ? Contactez-nous ! Nous vous accompagnons dans sa conception et/ou son suivi.
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