A landing page is, as the name refers, the page where a visitor “lands” after clicking on an ad, a link in an email or a CTA (Call-To-Action) on any of the social media platform. It is usually the page where one can mention his/her company’s services. The customers can also visit this landing page by typing in a URL for accessing the page directly. The landing page can be a homepage, business page, or any other page.
A well designed landing page is a compulsion if you want to increase lead conversion. Adversely, if you focus on only the other aspects in your PPC or email marketing campaigns, you will only see an increase in traffic. Thus, designing the landing page is crucial for the success of your marketing campaigns.
Landing pages also help in steering the visitors towards your intended direction. This technique helps as some visitors may find it hard to search the homepage for the product/service they require.
Thus, you should create the Landing Page only after making a few things certain. If you don’t formulate concrete and specific goals before creating the page, it may not be effective. Besides setting up goals, you should also set expectations for your landing page, so that you can measure its success or failure.
Here are some points that you can consider while creating a landing page:
Once you know the goal of your landing page, you should immediately come up with a precise call to action. The CTA is probably the most important part of any landing page. The overall content of the page, including the headline, body, and images, should support the CTA.
As these pages are usually the place where deals get completed, the pages shall be simplified and specific. So that the customers do not have any problem in completing the deal, you should not include ads or any other distracting information on the landing page. Such ads might prevent visitors from converting.
If your landing page contains a form that the visitors need to fill, make sure that it only asks for the most vital information. For example, if you demand the visitors to sign up for an email newsletter, the form should only require them to fill their email address in it. If you ask for other unrelated information such as phone number and address, there goes your chance of getting the email. The customers only fill up a form when they find it useful and, to the point.
If your landing page is one where you are selling a product, the customers should find buying the product very easy. Thus, you should only ask them vital information such as the billing and shipping details, and a final confirmation before placing the order. If you want them to write a review or demand any other information, you should ask them only after completion of the order. Any delay in their order placement might lead to cancellation of the deal from the customer.
Images and fonts play a vital role in lead conversion. You should minimize the use of images (at most two images) as they create visual clutter on the page. Large font sizes help the visitor to read the details and information easily without straining the eyes. With a readable font size and minimal use of images, you increase your chances of lead conversion.
Site navigation is what differentiates the landing pages from the usual websites. A website usually has numerous links that carry the customers to different destinations. In contrast to this, a landing page shall only have one clickable link, the call to action link. If you want to attach more links, they should be about further information and a link to your website’s homepage.
If you include too many links on the landing page, the customers would again feel restricted from finishing the deal, which would lead to your loss. As the landing page is a final destination, therefore, it must not further lead towards other pages.
Upon following the above instructions can help you in creating an effective landing page, where customers can easily finish a deal without facing any problem. Landing pages are the most vital part of any advertisement campaign and, thus, you shall design them carefully.