Landing pages that convert

The landing page as your top salesman

Imagine this situation: You walk into a hypermarket looking for a specific pair of running shoes you just saw on a TV commercial. The salesman, however, has no idea what campaigns his brand is currently running and has no clue where to find the shoes you are describing. "Just have a look around, maybe you'll find them," he says with a vague wave of his hand. You stare at endless shelves organized by a logic you don't understand. If you truly need those shoes, you might try to search.

But more likely, you will give up and walk out in frustration. In another store, the shoes from the ad are displayed right by the entrance in every color and size. You grab the box and head straight to the checkout. Do you see the difference between a correctly configured landing page and a campaign that simply dumps a customer on the store's homepage? The first case—the massive hypermarket with overwhelming choices and an uninformed salesman—is an experience many of us have in the digital world. You click an ad and land on a homepage or a generic product list. But the second case is what happens when a merchant masters the landing page.

Landing page vs. product page

A landing page (LP) is a specialized salesman who takes the customer by the hand and leads them to the cash register without a single detour. You might wonder why you should bother building a new landing page when you could just link to a specific product page. Let’s go back to our shoe store.

You saw an ad for beautiful sneakers promising perfect cushioning and unbeatable running performance. That is what you desired. You find the sneakers on a shelf near the entrance, but the box says nothing about cushioning. The displayed model is in a flashy, neon color, sitting right next to elegant leather loafers. "Wait a minute," you think. "Are these shoes for an ambitious athlete or someone who just wants to look good? Are these even the shoes from the ad?" You walk further into the sports section, but you can't find them, and no other model impresses you. You are annoyed; you wanted the shoes from the commercial. You decide your old shoes are fine and you don't really need new ones—not when the choice is such a hassle. You go home, and that money stays in your pocket (or you spend it elsewhere).

This is exactly what happens when you link an ad to a generic product page instead of a dedicated landing page. A product page is for everyone. It contains technical parameters and stock images, and it is written in your brand's standard language, which may differ from the language of your specific ad campaign. If you sell mobile phones with a professional brand voice, but your ad targets students with the slogan "Dare to Enjoy," the landing page must emphasize benefits relevant to them. Features like "separate business and private life" or "parental control" will only alienate them. If your headline is "Dare to Enjoy," but the product page leads with a complex model number and the subhead "A versatile helper for every situation," you are drilling holes in your sales funnel. Your expensive paid traffic will leak out, and your revenue will disappear.

Why does it matter so much?

Today's customers fight two enemies: a lack of time on one hand and information overload on the other. When a customer wants something, they want it now, because in ten minutes, something else will be screaming for their attention. When a customer feels the urge to buy, they need to complete it immediately; otherwise, the urge fades or they find it elsewhere with less effort. It’s not just about speed. Humans love having options, but when there are too many, we become paralyzed.

In digital marketing, we call this the "paradox of choice." The more links, menus, and information you give a customer, the more likely they are to do nothing at all. If you are using paid advertising, this is how you lose money. If you pay for an ad for a specific model of running shoes, why show the customer high heels at all? We call this the "leaky bucket syndrome"—pouring valuable paid traffic into a funnel that has dozens of escape routes. A good landing page, by contrast, is like a surgical scalpel: one campaign, one message, and one specific action.

The psychology of victory: from attention to action

Building a conversion page isn't about aesthetics; it’s about psychology. A proper landing page follows the AIDA principle—Attention, Interest, Desire, Action. First, we capture the customer's attention so they keep reading, usually by naming their specific problem:

• "Running out of pet food?"
• "Your running performance isn't improving?"
• "Want to impress your friends?"

Next, we express interest through empathy:

• "Pet food runs out so fast—who has time to constantly keep track?"
• "What if the problem isn't you, but the wrong footwear?"
• "How can you get a new phone when prices are so high?"

Then, we spark desire by showing an emotional solution—giving them a taste of the "after" state:

• "What if you never had to worry about it again because the order arrived automatically?"
• "How would it feel to run in shoes designed for your stride?"
• "What if there’s a stunning phone that you can actually afford?"

Only then comes the action—a clearly labeled button and an explanation of what happens next:

• "Set up a recurring order based on your dog’s weight and age."
• "Choose your size and color. Free returns if they don't fit."
• "Pick your favorite design. Financing options available."

Rules are meant to be bent

Not every path to the goal is the same. If you sell dog food (a low barrier to entry), you need a short, punchy page. But if you offer a complex B2B technical solution worth millions, you need a "sales letter" that answers every possible doubt. In those cases, we aren't afraid to place references and social proof right under the main headline. If the industry has a poor reputation (like real estate or financial consulting), we must build authority before we offer anything.

The formula—Attention, Interest, Desire, Action—remains the same. It is vital to know your customer and your industry, just as the person building your website and landing pages must know them. A landing page is not a static document that you hang on the web and forget. It is a tool that either generates profit or burns your budget. If your page looks like a shrunken desktop version on a mobile phone and forces people to think, you are losing the market.

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