As per Wikipedia, a landing page, sometimes known as a “lead capture page”, a “lander”, or a “destination page”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.
Landing pages are used for lead generation. The actions that a visitor takes on a landing page is what determines an advertiser’s conversion rate. An effective landing page is the basic necessity of successful online marketing. A brand’s offer may be stellar but without an effective landing page, the conversion rate is bound to suffer. In this article we explore the 10 most essential points to look at while creating a landing page.
A landing page should be a seamless extension of the ad/ search result/ link displayed. If the ad and landing page headlines don’t match, the visitor might get confused and bounce immediately. Similar headlines create a smooth transition for the visitor and enhances trust in the page, lowers the bounce rate, and improves the AdWords Quality Score.
The headline of a page is the first thing a visitor reads, and therefore it severely affects a brand’s conversion rate. A headline should clearly convey the message; Eg, what do you gain on signing up.
More than 30% of browsing activity is accessed through a mobile phone these days, thus having a landing page that is mobile friendly is really important. The landing page should open up without consuming too much data or too much time. Therefore, keep elements on the page to a minimum so that the page isn’t heavy.
A Call-to-Action button is considered to be the second biggest opportunity to hit the conversion rate, after the headline. Using personalised CTAs like “Get my free report” or “Create my account,” increase possibilities of conversion. An ideal CTA button is a maximum of 5 words.
A great offer is bound to attract visitors. And traffic will reach the page through various channels. But every user has a different set of expectations. Thus a user that arrives on the landing page from Facebook or Twitter is quite different than a user that arrives on the landing page from a PPC ad or a link from your monthly newsletter. It’s important to distinguish the different sources a customer arrives from and then customise the landing page.
The look, feel, and overall structure of your UI/UX design is the first thing that impacts the conversions. It is important that all the elements on the page work towards conversion.
It’s important to use eye-catching yet soothing colors so that the effect of the landing page is not immediately jarring to the eye. All buttons on the page should be clearly visible and stand out, therefore the size of the buttons, colour of the buttons and the background color needs to checked upon.
Doing a variety of tests on the landing page shows results in real-time. A/B tests, or split tests, show how one change (such as a different headline) affects your conversion rate. Multivariate tests allow brands to make several changes so you can see how well one combination performs over another. Keep working until the desired conversion rate is achieved.
Consumer behavior studies have shown that the longer a form, the lesser chances of a customer filling it out. A brand should only ask for information that is important and will serve in taking the conversion further. Information that is not immediately necessary, can be asked for at a later stage.
The goal for an effective landing page should be “Convert” or “Leave”. So, an effective landing page should have no navigation, extraneous links or other distractions. Any landing page which has options other than Call-to-Action, the conversion rate for that page is bound to drop.
A visitor will click on a landing page’s call-to-action only if they trust the brand. Thus an effective landing page should have a variety of trust-builders and social reputation holders including:
Following the above tips, will guide you in designing a landing page that is creative, effective and high on conversion. For more details, please visit our UI/UX Design services.