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.
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
Turnip, F., Nainggolan, M., Tampubolon, G. and Turnip, A.
Development of Web Landing Page for Small and Medium Enterprise Promotion Bussiness.
DOI: 10.5220/0010370806220629
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
2021 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
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.
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.
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
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
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.
CESIT 2020 - International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies
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.
Development of Web Landing Page for Small and Medium Enterprise Promotion Bussiness
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 /
Login, Demo, Details, and Contact.
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
Figure 8: Landing Page Interface.
3.7 Register and Login Page
Register and Login page is a registration page where
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.
CESIT 2020 - International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies
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
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
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
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
Figure 15: The Example of Landing Page: Screen Printing
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
CESIT 2020 - International Conference on Culture Heritage, Education, Sustainable Tourism, and Innovation Technologies
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.
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
register as marketers. The existence of a landing
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.
This research was supported by Department of
Electical Engineering, Universitas Padjadjaran, and
Toba Research Center, Indonesia.
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