Effective Landing Pages

Where is your user coming from, and where do you want them to go? This is what defines the content of your landing page.

Your landing page should reflect what the user expects to see and be extremely simple, with minimal choices for the user. Don't add excess information to your landing page - remember the key is not to distract the user from the single decision you want them to make.

4 points as you design your landing page:

1. Introduce who you are. (Include your logo and business branding)

2. State what you're offering. (Include the product or service you're promoting)

3. Show you're trustworthy. (Include trust signals like badges, icons, emblems, testimonials, guarantees etc to prove you’re legit and reassure the user you're worth their click)

4. Give the user one choice to make. (What's the conversion you're driving? The CTA must be painfully clear. Click, buy, download, fill out form, whatever you're looking for, it should be the only action the user can make on the page.)

Landing pages can have a few different purposes, depending on what you're using them for. Here are a few examples of landing pages you can implement based on your goals:

Campaign: Hyper targeted experience that is part of your ad campaign creative, and is the follow on from a social or google ad banner. It’s used for lead generation.

Organic: Used for your organic search traffic – it’s where users land when they click on the search result.

Lead capture: Offer an incentive in exchange for data. A landing page which captures data from customers (usually an email). There is usually no way to navigate off of this landing page.

Sales: Usually a long page, with lots of product, sales and service info.

Microsite: Usually a supplementary piece for campaigns. Customers are driven here from paid and traditional ads to get more info or perform an action.

Product/Service page: Contains all the pertinent info on the product or service. This includes sizes, reviews, price, zoom, and so on.

Now, how do you plan on measuring the success of your landing pages? Here are a few common landing page metrics you can use:

Unique visitors

Page views

Time spent

Bounce rate

Conversions

Closing Thought

Keep these 2 principles top of mind the next time you're working on your landing pages!

1. Your landing page must follow through on the promise in the ad creative.The copy and design of your landing page must exactly match the copy and design of the ad that brought the customer to it.

2. Your landing page makes converting exceptionally easy – your conversion should be the only possible action on this page. There are no design elements or copy that distracts from conversion and provides too much choice.

Contact carlie.ester@gmail.com to have a free consultation for your business.