Our customer Infinigate is the first European distributor of Internet technologies. Founded in 1996, the German company has made a name for itself as a true pioneer of digitalization. The particular focus of Infinigate’s business activities lies in the distribution of IT security solutions with which IT infrastructures and cloud storage can be sustainably protected. om3 has carried out a number of projects for this extremely agile company. These include a Google Search campaign for Infinigate’s cyber security platform, a LinkedIn campaign and a landing page for a webinar on cyber security. This case study will focus on the creation of the landing page.
Creating a landing page: these were the specifications
The aim was to use the landing page we developed alongside Infinigate’s existing homepage. It was intended to generate leads and promote an event with the webinar. The success had a clearly measurable metric: the number of participants in this cybersecurity webinar. When we create a landing page like this, we always have the goal of achieving these measurable values in mind – and at the same time achieving a comprehensible benefit of the landing page as a valuable addition to the company website. However, there are basic similarities for creating landing pages, which we would like to describe below. From them, it can be deduced how and why a certain landing page design is created, what distinguishes it from a classic homepage and what costs can be incurred.
The basics of landing page creation
A landing page can have a wide variety of objectives. For example, it should support the sale of a product, ensure many subscriptions to a newsletter or encourage the download of an e-book. Before you start creating the actual landing page, you need to know your target group. This is because these special websites are even more tailored to specific target groups and their needs than others. The purpose of a landing page is to land direct hits. The landing page design and its layout serve this purpose. Both should be simple, clear and immediately understandable. This includes the following landing page design elements:
- Captivating headlines that convey an offer
- Relevant images and videos as an effective visual to support the offer
- Forms that are as minimalistic as possible for recording the contact details of leads
- A strong call to action such as “Buy now” or “Register today”
Build trust via landing page creation
First of all, creating a landing page means establishing a direct connection with the user and building trust. In the past, this role was played by direct or dialog marketing. A mailing arrived in the letterbox. In the very best case, you opened it, studied the offer and responded. Today, this is much quicker and, of course, digital. Seconds decide whether interested parties click on the desired button and book a webinar, as in the case of Infinigate – or whether they move on and take advantage of other and more tempting offers in the vastness of the worldwide web. But how do you establish that all-important trust? By being proactive when creating a landing page and making an informative advance payment. This can take the form of a provider showing customer reviews or topic-related certificates and seals of approval. Anything that can dispel a healthy mistrust is in the right place here. However, trust is not the only thing that counts in the hunt for conversions. Like so many things, landing page design is a matter of taste. It makes sense to test different design variants against each other to optimize conversions. If you have two landing page examples, for example, you can determine whether variant B might achieve a better performance than variant A.
Create a free landing page
You may be asking yourself: Is it possible to create a landing page so that it is free for the operator? As specialists in landing page design, we are of course reluctant to give tips that do the work for us. But yes, for really undemanding projects and “quick fixes” you can also create a landing page that is largely free of charge for you. However, you should not have high expectations. After all, the more you reach into the free construction kit, the more you are treading on the thin ice of interchangeable solutions. Not only do they lack individual design and one or two functions – such free offers are also unlikely to be a match for your competitors’ products when it comes to confidence-building measures. These are the providers for free landing page creation:
- WordPress offers free themes. With plugins such as Elementar or SeedProd, you can customize your landing page to your requirements. This video shows what is possible.
- Mailchimp and HubSpot also offer a free landing page builder.
- You can also create a free landing page with Wix. However, you will have to accept advertising for this.
- ConvertKit stands for a very simple landing page design, which in some cases definitely fulfills its purpose.
Why actually create a landing page?
You might ask yourself: Do I even need to have a landing page created for my marketing objective or won’t the normal offer pages on my company website do? First of all: The homepage is the start page of a company website. It is therefore the central hub for the entire content of this page and offers the user navigation to it. But the homepage should do one thing above all: inform, arouse curiosity, establish a general connection to the target group. In contrast, the landing page is a special website designed for a specific task – for example, lead generation or booking a webinar, as is the case with Infinigate. To avoid distracting users, the landing page design focuses strictly on the topic. For this reason, there are usually no navigation elements. The landing page is therefore a special purpose platform. Its straightforward look makes creating a landing page far less work than developing a deeply structured website.
And how much does it cost to create a landing page?
When you hire an experienced landing page design agency, you’ll hear what you hear from us: There is no all-inclusive price for a customized solution that is designed to succeed. The costs are therefore always dependent on the scope of services, which varies depending on the project and objective when creating a landing page. However, to give you maximum planning security, om3 offers you maximum transparency in advance when it comes to design variants or extended functions such as A/B testing, user tracking or integration into CRM systems.
Landing page examples: Infinigate is booked
The effect of creating a landing page for Infinigate has shown us: Even a non-product-related landing page design can be quite exciting and activate target groups. Of course, cyber security is a hot topic. But in the competition between webinar providers, you first have to be able to assert yourself. And there is no better way to do this online than to create a well thought-out landing page.
