Landing Pages 101
What is a landing page?
A landing page is a webpage specifically designed to solicit a particular action.
Customers are generally led to landing pages through marketing materials (such as brochures and flatsheets), print and online ads, or newsletters. Landing pages can be shared by providing the URL or through other means, such as a QR code. Landing pages have a specific purpose, such as collecting customer information, signing up for a newsletter, or downloading or purchasing something. The goal with a landing page is to achieve a high rate of conversion. Conversion refers to the percentage of page visitors who responded to the call to action.
There are a number of factors that affect your conversion. Here are our tips on creating an effective landing page:
Get to the point.
Go light on content and make your message immediately clear. Do you want site visitors to subscribe to your newsletter? Order a free sample of your product? Request a quote on your services? Whatever it is, be sure to focus on only that. Your landing page is not the place to give a comprehensive history of your company or list every product you sell. Keep content short, neat, and focused on your message.
Provide a clear call to action.
In addition to keeping your content short and focused, you must also tell visitors what you want them to do. If you’d like them to get in touch with you, provide a contact form directly on the page (don’t link to an external form – that puts a barrier between the user and the desired action). If you’d like them to purchase or download something, provide a clear, obvious button that enables them to do so.
Keep visuals simple.
Over-the-top visuals have been shown to lower conversion. The two likely reasons for this are that busy graphics can distract users from the content and call to action, and heavy graphics increase page load time. Make sure all graphics are purposeful and support conversion.
One graphic item that you do want to include is your logo. When a customer can clearly identify the source of the page, conversion rates tend to be higher.
Make it platform-friendly.
Your landing page will likely be viewed on a variety of devices, including desktops, laptops, tablets, and phones. Make sure the page is designed to fit different screen sizes, and to accommodate mobile platforms.
Add Social Proof.
Quotes, testimonials, and social media comments from satisfied customers validate your product and boost conversion.
Keep it cohesive.
If you are using a brochure on one of your products to direct customers to your landing page, make sure the landing page is centered around that product as well. It’s important that the path leading to the landing page have a logical connection to the page itself, otherwise customers will be confused.
Do you need help designing a landing page or boosting conversion on an existing one? Give us a call at (780) 989 0606 or emails us at firstname.lastname@example.org. We’d be happy to share some ideas!
Photo credit: flickr