11 Tips

Landing page

In online marketing (E-Marketing) a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimised to feature specific keywords or phrases for indexing by search engines.

In pay per click (PPC) campaigns, the landing page will also be customized to measure the effectiveness of different advertisements. By adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates. The speed at which your landing page loads will also be a relevant factor in your page score.

Types of landing page

There are two types of landing page, reference and transactional.

A reference landing page presents information that is relevant to the visitor. These can display text, images, dynamic compilations of relevant links, or other elements. Reference landing pages are effective if they meet the objectives of their publishers, which may be associations, organisations or public service entities. For many reference landing pages, effectiveness can be measured by the revenue value of the advertising that is displayed on them.

A transactional landing page seeks to persuade a visitor to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page, with the goal being the immediate or eventual sale of a product or service. If information is to be captured, the page will usually withhold information until some minimal amount of visitor information is provided, typically an email address and perhaps a name and telephone number as well – enough to “capture the lead” and add the prospect to a mailing list.

A visitor taking the desired action on a transactional landing page is referred to as a conversion. The efficiency or quality of the landing page can be measured by its conversion rate, the percentage of visitors who complete the desired action. Since the economics of many online marketing programs are determined by the conversion rate, marketers constantly test alternatives and improvements to their landing pages

11 Tips to Improve Your Landing Page

  • 1. Define Your Conversion

Before you start to design your landing page, define that page’s conversion activity. For a newsletter landing page, the conversion activity is entering an email address into a form and clicking “Accept.”

  • 2. Do a Little Research

A little demographic research goes a long way. Figure out what your visitor is looking for and what offers work. Build a profile of your ideal visitor. Keep this person in mind when creating your landing page. Do not construct the page for anyone else-generic and broad pages are proven to fail-and keep everything “on target.” Your ad campaign already funnels traffic to your landing page, so visitors are expecting a keyword rich targeted message. Tailor the pages to them.

  • 3. Eliminate unneeded Elements

Distractions kill conversions. Strip any unneeded elements from the page. This is not your home page. Anyone who comes to your landing page has already been screened by your ad. They expect a very specific message.

  • 4. Match the Creative

The landing page and creative should match. The easiest way to clue visitors in that they have arrived at the right place is to use the heading from your ad creative.

  • 5. Remove Navigation

If you can, remove the navigation bar. Of course, don’t remove it if it is essential to the conversion process. Remember your message, and if a link has nothing to with it-BIN IT!

  • 6. Stay Focused

Avoid the urge to promote or link to other areas of your site. The point of the landing page is to prevent your visitor from wandering. You want them converting, not clicking around to other parts of your site and marvelling at your Flash animations. Imagine if GAP encouraged shoppers entering their stores to leave and walk around the mall. Once they stop thinking about your offer, you’ve lost them.

  • 7. Important Elements Above the “Fold”

Pay attention to the virtual fold (the bottom of the screen before scrolling). Place enough content above the fold to allow your visitor to make a decision about continuing on the site. If a visitor has to click or scroll to figure out what your site is about, the only thing they’ll click is the back button.

  • 8. Provide Conversion Exits

Make it easy for your visitor to convert. Place conversion exits above the fold and at every scroll-and-a-half of screen space.

  • 9. Lead the Eye

Use typography and colour to your advantage. Lead the eye along the page towards the conversion exit. Thoughtful use of whitespace, large copy and graphics can make a long page seem much shorter than it really is. Be careful though-a great image will demand a lot of eye time and if misplaced can ruin the flow of your message.

Place the important stuff (whether it’s your copy or your image) close to the middle, and never distract your user from that focal point. Avoid putting interesting material in sidebars. This pulls the eye away from the main body. If it’s interesting and valuable, keep it close to the centre and use it to direct the eye.

  • 10. Fix Forms

Optimise your forms. Make the input cursor hop to the next field after a user finishes the current field. Allow the user to tab around fields. Auto-populate any fields you can.
Remove all unneeded fields. Don’t ask for city or county if you ask for a postal code. Focus on the essentials.

If you’re asking users to register for a newsletter, ask for only an email address. You don’t need their name now. Get rid of the reset button. It’s dangerous for both the user and you.

  • 11. Test, Test, Test

After you have finished the design of your landing page, test it with a small user group. Go over a checklist with your design team:

  1.  
    • Is the whole page focused?
    • Does the message match the advertisement?
    • Have you reduced all distractions?
    • Is critical information above the fold?
    • Are there enough conversion exits?
    • Does the page enhance your brand?

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