A landing page is a web page you send traffic when you want them to take action. They are often coupled with pay-per-click ads, email campaigns, QR codes and other forms of advertising. Landing pages, when implemented correctly, have big potential for success. There are times however, when missing the basic details can hurt your chances of conversions.
Here are five important guidelines to follow when creating effective landing pages.
1. Establish a Clear Call To Action
What is the single most important action you want a user to take once they arrive on your landing page? Fill out a lead-generation form? Add a product to a shopping cart? Whatever your answer is, make sure it’s the most obvious thing on the page and guide your user toward that action. Sure, you need to provide enough content to persuade them to act, but too much content will cause users to hesitate and lead to high bounce rates.
There a few other things to remember. Users aren’t mind readers. Don’t expect them to know exactly what you action you want them to take. Assume this is their first experience with your brand. Be brief with your CTA message, and make sure you instruct the user every step of the way. Ideally one single call to action is recommended to keep the user from getting overwhelmed with one too many offers.
2. Don’t distract the user.
The world is full of distractions for users: competing offers, texts from Mom, a nagging boss. Just when a user finally reaches your landing page – SQUIRREL! You get the idea. So, keeping their attention is of ultimate importance. Using pop-up windows (or modals) on your landing pages? Get rid of those. Is your call-to-action below the fold? Move it up. Too much copy? Find a way to cut it down to the key message required to win them over.
3. Send your traffic to a relevant landing page
So, you’ve sent out an email blast, or you’re running Facebook ads – super! But where are you sending your clicks? I’m sure your homepage looks fantastic – it’s the web page most companies spend the most time crafting – but don’t assume it will perform well as a landing page if it doesn’t address the needs that a user has. Send them to a relevant targeted landing page. If your ad is targeting pediatric home health services, don’t send them to your hospital’s home page.
4. Create an enjoyable experience.
Bored and confused prospects will quickly take their conversion clicks (and wallets) elsewhere if your landing page lacks a fun factor. Create an attention-grabbing headline. Have your designer use creative and relevant imagery over clip art or cheap stock photos. Use large legible fonts that work for all age groups. Consider bulleted lists of data rather than long paragraphs of text. Keep your call to action simple and on-screen at all times (if your call to action is above the fold, but you have supporting copy that extends well below the fold, have ANOTHER call to action at the bottom). Long forms to fill out are intimidating and boring.
5. Test, Measure and Revise
A good-looking landing page with a clear call to action isn’t enough. It has to work. And by work, I mean function properly in all browsers (PC and Mac) including mobile devices. To get there, you’ll need to rigorously test your landing page. Make sure your form works. What happens after you hit your submit button? Does it take users to a Thank You page? Does the Thank You page clearly instruct the user on the next step in your process? Are errors in a form submission handled properly? Did you look for broken links and images? Are your anchor texts SEO-friendly? Did you install tracking codes properly?
Measure your results! You’ll need someone monitoring the campaign. Here’s quick list of statistics you should be capturing in order to determine if your landing page is effective. Google Website Optimizer is a powerful resource that can measure the effects of different elements on its ability to convert.
Revise your landing page according to the data, not opinions. Test more than one landing page against another. Try different headlines or colors or form lengths. Let the numbers guide you!
Contact us for more information on how your users can land on a successful landing page.