لندینگ پیج چیست؟

لندینگ پیج (landing page) یا صفحه فرود، صفحه‌ای در وب سایت شماست. که می‌توانید از طریق آن و در ازای دریافت اطلاعات تماس بازدیدکننده، بخشی از کسب و کار و تجارت خود را ارائه دهید. بازاریابان می‌تواند این اطلاعات تماس را با استفاده از فرم lead-capture ذخیره کنند. فرم lead-capture جایی است که بازدیدکننده، جزئیات و اطلاعاتی از قبیل نام، آدرس ایمیل و عنوان شغلی خود را وارد می‌کند.

یک لندینگ پیج خوب بر روی جریان ورودی از ترافیک خاصی– مثلا یک کمپین ایمیلی که تبلیغ الکترونیکی انجام می‌دهد – متمرکز شده است. از آنجایی که صفحات فرود، افرادی را هدف قرار می‌دهد که (احتمالا) به این نوع تبلیغات علاقه‌مند هستند .و از آنجایی که این تبلیغات حاوی اطلاعات انحصاری در مورد موضوعی است که مخاطبان شما مشتاق آن هستند، می‌تواند درصد بالاتری از بازدیدکنندگان سایت‌تان را به لیدهایی تبدیل کند تا در آینده بتوانید آنها را پیگیری کنید.

انواع لندینگ پیج

Opt-In Landing Pages

این نوع لندینگ پیج که به اختصار به آن Opt-in Page نیز گفته می‌شود، صفحات فرودی هستند. که دارای بخش‌های مختلف سایت از جمله هدر، فوتر و سایدبار هستند. اصولا این نوع صفحات فرود در تمام صفحات سایت دیده می‌شوند و در تمام مدت جلوی چشم کاربران هستند.

Click Through Landing Pages

هدف از صفحات فرود Click Through این است که زمانی که کاربر در سایت کلیک کرد، به صفحه ی دیگری ارجاع داده شود. در واقع هدف اصلی این نوع صفحات فرود، متقاعد کردن بازدیدکننده و هدایت وی به صفحه دیگر است .تا نرخ تبدیل کاربر به مشتری افزایش یابد.

Lead Generation Landing Pages

از این نوع لندینگ پیج برای دریافت اطلاعات تماس بازدیدکننده (از جمله نام و آدرس ایمیل) استفاده میشود. تنها هدف آن، جمع آوری اطلاعات کاربر است. این نوع صفحات فرود شامل یک فرم  و شرح خدمات و محصولی است که در ازای ارسال اطلاعات به صورت رایگان به کاربر تعلق می گیرد؛ مانند کتاب الکترونیکی یا وبینارهای آموزشی رایگان و … .

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لندینگ پیج چیست؟

نکات ایجاد یک صفحه فرود یا لندینگ پیج

برای ایجاد یک لندینگ پیج، می‌توانید با جستجو در بین صفحه فرود ساز، شروع کنید. البته، این در صورتی است که شما از یک سیستم مدیریت محتوا استفاده نکنید. در سیستم‌های مدیریت محتوا، از قبل قالب‌هایی برای صفحات فرود مانند HubSpot وجود دارد.

فراموش نکنید که صفحه فرود یک مسیر یک طرفه نیست و بلکه نوعی تبادل اطلاعات بین شما و کاربر است. اگر تنها اطلاعات کاربر را بخواهید اما در مقابل هیچ پیشنهاد رایگانی به کاربر هدیه ندهید. به احتمال زیاد کاربر نسبت به این موضوع موضع‌گیری خواهد کرد.

علاوه بر این، در طراحی هر لندینگ پیجی مهم است .که ارتباط موثری را برقرار کند تا در ازای ارزشی که ارائه می‌دهید، بازدیدکننده‌های شما، اطلاعات تماس‌شان را با شما تبادل کنند. و البته، فرمی را که از طریق آن به بازدیدکننده‌ها ارائه می‌دهید، را پر کنند. و هرچه مراحل ثبت نام در آن کمتر، ساده‌تر و سریعتر انجام شود ارتباط موثرتری برقرار خواهد شد.

صفحات فرود یک هدف اصلی دارند: تولید لیدهایی برای تجارت شما. که می‌توانید آن لیدها را به روش‌های مختلفی تعریف کنید. و بیش از یک نوع محتوا یا تجربه را از طریق یک صفحه فرود ارائه دهید.

286 دیدگاه دربارهٔ «لندینگ پیج چیست؟»

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