Development of Web Landing Page for Small and Medium Enterprise

Promotion Bussiness

Ferlin Firdaus Turnip

, Mai Fernando Nainggolan

, George Michael Tampubolon

, Arjon Turnip

Porlak Parna AgroTourism Company, K.H. Ramli Buntu Street No. 25, South Jakarta, Indonesia

Department of Agribusiness, Faculty of Agriculture, Padjadjaran University, Bandung, Indonesia

Bachelor of Electrical Engineering, Faculty of Industrial Technology, National Institute Technology, Bandung, Indonesia

Electrical Engineering Department, Padjadjaran University, Bandung, Indonesia

Keywords: SME, Marketplace, Landing Page, Waterfall, Framework.

Abstract: The development of information technology has changed the way of buying and selling transactions in the

world. The existence of a marketplace at this time has changed the shopping lifestyle of the people from

face to face in a conventional market to online shopping. Small and Medium Enterprises (SME) are small

home business units that have around 5-10 employees. Technological advances make the SME players have

to be creative in marketing their services or products in order to survive and increase sales. The existence of

a marketplace and its features that normally only focus on providing product brochures and sell&buy online

transactions makes it difficult for SME owners to introduce their business in detail. An exposure of

complete information about owners, businesses and services, customers, testimonials, and other online

information that can be accessed by the public is needed. Complete and structured information will increase

the trust of service or product users. This study aims to build a web landing page that is used to promote

SME's product or service business. Application development is carried out using a waterfall model with

UML-based system modeling. The programming language used is PHP with the Codeigniter 3.1 framework

and uses the MVC concept. Website design using CSS Framework Bootstrap and Javascript Library using

Jquery. The RDBMS used is MySQL with the XAMPP tool. The results of this study are a website

dashboard and landing page display that can be used to promote business.

1 INTRODUCTION

Technological developments have brought changes

in people's behavior in buying and selling

transactions. The conventional market is no longer

the main place in running the economy. The

existence of e-commerce sites is a new place for

customers and businesses to carry out buying and

selling transactions without having to face to face

but only relying on shipping services. This has made

economic activities more effective and at the same

time made business actors, in this case Small and

Medium Enterprises (SME), have to innovate to

increase their income. SME is a sector that cannot be

separated from the Indonesian economy, because its

existence has been proven to help reduce

unemployment by absorbing workers on a medium

or large scale. Limited features of e-commerce sites

make it difficult for SME owners to promote their

business. SME owners need to explain in more detail

about their profile and business information in

detail. Similar research has been carried out before,

namely the development of an online ticket booking

application in Lake Toba with a payment system

using the paymen gateway method (Turnip, 2020).

SME in Tanzania has three regulations in the main

structural practice of e-commerce, such as:

marketing and image building with websites as

media, conducting transactions using cellular

technology extensively, and solving problems by

establishing partnerships (Kabanda, 2017). SME

entrepreneurs must explain a more detailed business

profile, business model, buyer testimonials, and

detailed information about services and products.

SME requires a medium where everyone can access

and get detailed information about business profiles

to increase trust or trust for potential customers. The

media must be connected to the internet so that

anyone can access it as long as they are connected to

the internet. One of the national products is

622

Turnip, F., Nainggolan, M., Tampubolon, G. and Turnip, A.

Development of Web Landing Page for Small and Medium Enterprise Promotion Bussiness.

DOI: 10.5220/0010370800003051

In Proceedings of the International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies (CESIT 2020), pages 622-629

ISBN: 978-989-758-501-2

Simalungun Arabica coffee which is produced by

Simalungun district. The strategy to empower young

coffee farmers is to build entrepreneurial character

(Nainggolan, 2020). The media is a website that is

specially designed for the purpose of marketing

strategies and it is easy for visitors to get

information on SME and also for the purpose of

achieving conversions. The website is a simple

website, where the content is only one page with

very limited information.

Svitlana el all in her journal said that leaders of

modern millennial companies must focus on how to

build and maintain sustainable relationships with

customers (Bondarenko, 2019). It is essential to

convert potential customers into customers.

Likewise, Diabate et al. Conducted research on the

sustainable growth of SMEs through Entrepreneur

Ability (EA) with Ivory Coast as the research

location. In his research, it was found that the

dimensions of Entrepreneurship Ability such as:

creativity, risk control, relationship and opportunity

detection ability have a major influence on

innovation positively in entrepreneurship

(Adjourman, 2020). Sebastian Kot also conducts

research on SME supply chain management. The

results of his research show that all areas of

sustainable supply chain management such as

business, environment and society are very

important in SME. These elements are related to

building long-term relationships and increasing

customer satisfaction through expedited delivery

(Kot, 2018). Abeer said that the role of a Landing

Page Professional is needed to increase visitor

conversions in electronic marketing based on clear

criteria (Fayed, 2018). Increasing conversion rates is

critical for SMEs which have traditionally lagged

behind large companies. A study using 1184 objects

with 6 SME sites using an exploratory regression

analysis process resulted in the finding that the key

factor for increasing conversions is a strategy that

focuses on quality or promotion and avoids the

attributes of mixed website promotion (Di Fatta,

2018). Other studies discuss the characteristics of

specific website content. The placement of buttons

on the website has an influence on the conversion of

potential customers. The system identifies the

optimal button placement and recommends

alternative positions to increase the conversion rate.

This study uses a reference model and text-based

techniques (Luthfi, 2018). Juan Reyes explained that

landing pages are designed for marketing campaigns

in getting positive emotional from consumers as a

measure of the success of digital campaigns (Reyes,

2016). Landing pages that have shorter content have

higher conversion rates at all locations and times

where users with less information tend to provide

data (Gafni, 2018).

Landing page will be more powerfull when

added expert system, so expert system that contain

knowledge about data in system (Afriansyah, 2019).

Landing page dashboard also can be added

monitoring application. It will better when it is

developed based on android (Oktarino, 2019).

Landing pages are designed in such a way as to

attract the attention of visitors and to a product so as

to generate conversions for website visits every day.

The visitor attention is started from brain. Brain

signal can be recorded by EEG-P300 tools

(Simbolon, 2019). In this study, a simple,

interactive, informative, and user friendly landing

page was built and tested.

2 METHOD

This study uses a descriptive research method where

the case study is described in full in the study. The

web landing page is built using the waterfall model.

This model has five stages of work in a row,

including: Communication, Planning, Modeling,

Construction, and Deployment which are described

as: (i) Communication Phase with prospective

software users, namely literature study, user needs

analysis and software; (ii) scheduling of software

work; (iii) compiling system requirements,

designing and designing new systems to be built

based on needs; (iv) implementation of designs and

designs into program code; (v) Lastly is deployment,

namely the application testing phase, application

evaluation and maintenance.

The following is a design from an overview of

the Waterfall software development model:

Figure 1: Stages of Waterfall SDLC.

3 RESULTS AND DISCUSSIONS

The development results in a website landing page

with an affiliate marketing system. The system starts

with entrepreneurs or marketers who have to register

Development of Web Landing Page for Small and Medium Enterprise Promotion Bussiness

623

first to get an account. After registering, the system

will automatically send an email notification as a

sign of successful registration. After that the user

can log in to use the system. Entrepreneurs can add

product or service data, testimonials and portfolios.

Meanwhile, marketers get a referral code and several

landing pages that are ready to be shared. If there are

potential customers who are interested, they can

click on the landing page, then register and pay on

the form provided. The system will verify the

payment. If the payment is correct, the system will

send a successful payment notification. The system

will store the referral code stored in the transaction

and calculate the commission from the marketer.

Prospective marketers who have made payments

will also get the same referral code and landing page

to share on social media. Based on the those

description, the following information is obtained:

3.1 Business Activities

The proposed business activity cycle is affiliate

marketing using landing page media. This cycle is

shown in Figure 2.

Figure 2: the Affiliate marketing business activity cycle.

Figure 2 shows the proposed business activity

starting from the marketer sharing the landing page

link. Prospective customers click on the landing

page link, then fill out the registration page on the

landing page. Then the prospective registrant makes

a payment based on the product ordered on the

landing page. The system performs payment

verification. If the payment verification is

appropriate, the system sends a successful payment

notification via email and stores the referral code

data on the landing page, then gives a commission to

the marketer who owns the referral code.

3.2 Affiliate Marketing System

Overview

The proposed system overview allows marketers and

entrepreneurs to earn a commission from each

payment transaction that occurs on the landing page.

Marketers can do the following: (i) Register an

account; (ii) Account login; (iii) Choosing a landing

page theme and filling in the landing page content;

(v) Share the landing page link. Entrepreneurs can

do the following: (i) Register an account; (ii)

Account login; (iii) Select landing pages and manage

product or service data, manage testimonial and

portfolio data; (vi) Fill in our contact data. These are

shown in the process diagram in Figure 3 and Figure

4, while the process for commission transactions in

transactions is shown in Figure 5.

Figure 3: Diagram process of marketer.

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Figure 4: Diagram process of entrepreneur.

Figure 5: Diagram process of the transaction commission

sharing process.

3.3 Class Diagram

A class diagram is one of the UML diagrams

showing the entities and their attributes. These

entities are related to each other and have methods

that will be used in programming languages. The

class diagram on the landing page is shown in Figure

Figure 6: Class Diagram.

Figure 6 entities that are related to each other and

have attributes and methods. This is the basis on

which to build the proposed system using a

programming language.

3.4 Use Case Diagram

Use case diagrams describe the relationship between

the system and the user in system use. The landing

page use case diagram is shown in Figure 7.

Figure 7: Use Case Diagram.

Figure 7 illustrates the relationship between users

as entrepreneurs and users as potential customers.

Entrepreneurs can register, log in, choose a landing

page theme, fill in the landing page content and

share the landing page. Meanwhile, potential

customers can share the landing page on social

media or contact business owners.

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3.5 Main Menu Display

The main menu function is as an initial guide

containing commands in relation to other content

based on the main menu. On the main menu, users

can select several features such as Home, Register /

3.6 Landing Page

Landing page is the main page or content where

potential customers place the main content of the

landing page with several features such as:

registration, login, and viewing a demo of using the

landing page. Registration is the process of getting a

system account, while login is the process of logging

in to the system dashboard before managing the

landing page. The landing page usage demo contains

videos of how to use the landing page and landing

page marketing (Figure 8). This is the main thing

that attracts potential customers to register for an

account.

Figure 8: Landing Page Interface.

3.7 Register and Login Page

users must register and log in to use the landing page

system. Registration is the process of getting an

account, where potential customers must make

payments to be able to promote a landing page.

Meanwhile, login is the process of entering the

marketer's dashboard which can be opened after

making a payment. The register and login landing

page menus can be seen in Figure 9.

Figure 9: Register and Login Interface.

3.8 User Dashboard

After logging in, the user will be directed to the

dashboard page with user fields to create the landing

page as desired. On the dashboard, if the user is an

entrepreneur, you can manage several things related

to menu content such as adding, editing, and

deleting products or services, testimonials and

portfolios. This is done to enhance the appearance

and attract the attention of potential customers.

Meanwhile, if the user is a marketer, you can share

the landing page link on social media. The user

dashboard is shown in Figures 10 and 11.

Figure 10: User Dashboard Interface.

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626

Figure 11: the Advanced User Dashboard Interface.

In Figure 10, users can see website visitors and

subscribers. Website visitors is a feature about how

many people have viewed the landing page while

Subscriber is a feature about how many people want

to get notifications via email or phone. Figure 11

will appear when the user scrolls down the

dashboard which aims to display website visitor and

subscriber statistics for the past month.

Figure 12 describes the affiliate marketing

commission system. Every transaction that occurs

from a potential customer will be converted into a

commission for the marketer. Click is a feature of

the number of potential customers who open the

landing page link. Register is a feature of the

number of potential customers who have registered.

Conversion is a monthly analytical comparison

feature of the landing page links that are shared.

Figure 12: the Commission System of Affiliate Marketing.

3.9 Landing Page Content Form Menu

The menu for selecting a landing page theme is also

available on the sidebar as shown in Figure 13. The

landing theme content will be filled in based on what

the user has filled in the menu section on the

dashboard sidebar. So users can write as attractive as

possible to attract the attention of potential

customers.

Figure 13: Select landing page theme section.

Figure 14: Services Section Form Interface.

Figure 14 describes the Service section where the

user must fill in the Services title and subtitles, then

add the Service name and image. Users can also

change and delete Service data. Service section is a

section that contains services offered by SME

Entrepreneurs. Filling in the same way is also done

in the Products, Portfolio and Contact Us sections.

The Products section contains products that SME

Entrepreneurs sell. The product section display

contains the product title and subtitle as well as a list

of products offered by SME. Users can add, change

and delete product names, categories, and display

images.

The Portfolios section contains testimonials on

the use of products or services from SME and also

contains production results in the form of SME

products. The Portofolios section must also be filled

in by the user. The Portofolios section contains form

fields such as the name of the customer, customer

agency and testimonial content about the use of

SME services and products and also contains a form

about production results such as the name of the

product and the picture.

The Teams section contains a list of

entrepreneurs building SMEs. Users can fill in the

name of the entrepreneur, job title and social media

profile. In the Team section, users can choose to fill

in or not. Prospective customers can see who owns

the SME and the team behind the SME. The Contact

Us section contains details on how to contact a

business owner or office address. The Contact Us

section is then displayed on the landing page in the

Development of Web Landing Page for Small and Medium Enterprise Promotion Bussiness

627

footer section of the page, so that potential

customers can contact the business owner for more

information about the business and transactions.

3.10 The Affiliate Marketing through

Landing Page Interface

Each landing page theme has its own menu content.

On the dashboard, the user does not have to fill in all

section menus, but each section menu will affect the

appearance of the landing page content. So that users

are advised to fill in the complete content. An

example of a service landing page display using the

affiliate marketing system is shown in Figures 15 to

20.

Figure 15: The Example of Landing Page: Screen Printing

service.

Figure 16: The Example of Landing Page: Screen printing

service (2).

Figure 17 The Example of Landing Page: Screen printing

service (3).

Figure 18: The Example of Landing Page: Screen printing

service (4).

Figure 19: The Example of Landing Page: Screen printing

service (5).

Figure 20: The Example of Landing Page: Screen printing

service (6).

Figures 15 - 20 describe the landing page for

services. In Figure 15 is the main landing page

containing a Call to Action for potential customers

to contact the business owner. Figure 16 is a

continuation of Figure 15, when the prospect scrolls

down the landing page and contains a Business

Profile. When scrolling down again, it displays

Figure 17 which contains a description of why

potential customers should use the services of an

SME owner, then Figure 18 contains the services

offered, Figure 19 contains portfolios and

testimonials from customers who have used SME

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services. Then page 20 contains the footer of the

landing page, so that potential customers can find

the contact person and office address. So Figures 15

to Figure 20 are on 1 web page.

4 CONCLUSIONS

Based on the results and discussion of the affiliate

marketing landing page created, this can help

entrepreneurs to make simple landing pages easier

and then be able to promote their MSMEs and share

the link on social media. It is hoped that the landing

page marketing system will not only increase the

income of entrepreneurs, but also customers who

page website is expected to expand the marketing of

products or services, so that many people know the

products or services they sell, thereby increasing

income rather than daily income, also transactions

can occur between cities through shipping services.

ACKNOWLEDGEMENTS

This research was supported by Department of

Electical Engineering, Universitas Padjadjaran, and

Toba Research Center, Indonesia.

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