What is a Landing Page?
When executing an online marketing strategy, it’s important to understand that getting visitors to your website is simply not enough to secure a click into a customer. Where the visitor lands on your website is as equally important as the initial ad or call to action that led them there. Landing pages are the first place a web visitor lands after clicking through any form of online campaign – whether it be pay-per-click advertising, social media internet marketing campaigns, QR codes, or other tactics that drive people to visit your website. Landing pages typically have a strong call to action, along with a form for collecting visitor contact information.
Why Landing Pages Are Important
When attracting customers through a targeted campaign, your landing page serves as the first impression for your business. Display a clean design with a trustworthy message. The experience your visitors have with your landing page is vital for turning a click into a customer. Better landing page performance will increase the likelihood of visitors returning to your website as well as converting into customers. An easy-to-navigate design with valuable content will make your online experience better for your customers.
Anatomy Of Effective Landing Page Design
- Relevancy & Value: If visitors are coming to your site through a specific campaign or offer, make sure that your landing page reflects the information you promised. If you’ve offered a special deal or offer, make it easy for the visitor to download or sign up. If it’s information they’re seeking, ensure that this content is well written and stands out. Make it easy for your customers to find what they were promised.
- Simple Call To Action: Decide what you want the visitor to do, and make it easy for them to do it. Get the most out of your landing page by making it easy for visitors to make a purchase, request a quote, or do other things you want them to do on your website. Short forms and simple sign ups will yield better results.
- Eliminate Any Doubt: Earning the trust of your visitors is important for customer conversions and to increase the likelihood of them frequenting your site again in the future. If your product or service evokes any perceived risk, such as information security, privacy, or any other form of uncertainty, be sure to eliminate this doubt clearly on the page. For example, “Free & easy returns” or “We’ll keep your email address private”, can assure confidence in your visitor and help with conversion rates.
- Limit Exit Points: Don’t give your visitor too many options to leave your site. A rule of thumb for landing page design is to eliminate the navigation from the page. Give your visitor one or two options to navigate away, at the very most. You want them to engage with your landing page and ultimately convert, not drift away.
Monitor the Effectiveness of your Landing Pages
Once you have your landing pages in place, don’t just set it and forget it. Analyze the performance of your landing pages using a web analytics tool, such as Google Analytics. Google Analytics is a free tool offered by Google to monitor and analyze web traffic and other important metrics. Track conversions using Goal Tracking and monitor Bounce Rates to make sure your pages are effective.Try A/B Testing to test alternate landing page designs, determining which page performs best. You can also try Multivariate testing, which tests portions of the same page design, to see if a bigger call-to-action button or different images increase conversion rates.
Google Website Optimizer is a great free tool to perform these tests, and requires very little technical understanding. If you are a HubSpot user, A/B and Multivariate Testing is an option included with your subscription, which also performs well.