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Defining the Perfect Landing Page

By 18 January, 2016 No Comments

First impressions count. This is true with people and it is true with landing pages. A landing page exists with the intention to maximise conversions, aka SALES.

A high quality landing page will perform each of the following:

 

– Display the core values of the brand.

– Learn more about the site visitor and deliver relevant subsequent marketing communications.

– Succeed in the aim to obtain registration which will lead to a sale.

– Ensure that visitors questions are answered.

– Provide traditional contact details such as a phone number. A landing page should display alternative contact options.

– Provide and allow visitors to ‘take action’. This can be in the form of signing up for an account or engaging with a special offer etc.

 

A good landing page will give its visitors a reason to CONVERT.

 

Visitors to a landing page have derived from various origins. These include sources such as an online ad, an email campaign, an affiliate site or a search engine. This means that prior expectations are established. Therefore, it is critical that your landing page delivers on the referral source’s promise.  For example, if a visitor clicks on an ad offering “50% off Designer Jeans”, your landing page must reinforce this promise.

A landing page must fully integrate with the associated referral sources. Both the landing page and the outside source need to project the same message, otherwise your website will be seen as a waste of time.

 

The 3 types of Landing Pages:

 

1. Integrated: This type of landing page is integrated into the structure of the site. It remains similar and consistent with the sites original templates, architecture and navigation.

 

2. Bespoke: This variation has been specifically designed for the campaign. It holds a unique web design or appearance and feel to it in comparison to the original site.

 

3. Tabbed: This is a micro-site, a “tabbed landing page” created to provide additional information.

 

Landing Page Success Checklist (Get your pen ready!)

 

– Usability

– Accessibility

– Persuasion

– Brand Trust

 

Now we’re going to get our fingernails dirty and dig into the real goldmine of landing page creation! To achieve landing page success, ensure that the following features are used:

 

Compelling Headlines

Headlines are the first thing that people see on a landing page, so make yours stand out. It must define the goal of the page and showcase a strong message that tells a visitor what to expect from the page.

The supporting headline should engage readers. Keep it short and persuasive. People tend to scan a webpage so make sure that your headlines are appealing. You don’t want to bore your viewers, you want to entice them and arouse curiosity for your products or services.

 

Images and Videos

Images can be even more compelling than words. They offer a visual representation of your offers and gives people a clearer understanding of your company. Embedding videos and images into a landing page can reflect positively on viewers.

Visuals help potential customers to better visualise themselves with the associated product. Use clear images and high quality video for ultimate effect.

 

Gripping Content

Content must grab viewers’ attention. Ensure that your landing page includes impeccable grammar. Any mistakes will make your brand seem unprofessional and amateur. Focus your content on showing why your offer will assist the buyer. Your copy needs to speak and answer your visitor’s queries.

Content should be split up to make it easy to read. Consider using bullet points to help with this and detailed feature descriptions. Detailed content will help potential customers to make a more confident decision.

 

Immediate Call-To-Action’s

Use keywords that you know your potential customers will be likely to use. This will ensure that your landing page is visible online. Next, you need to use immediate call-to-action words such as “Download Now”, “Buy Now” and “NEW” etc.

Conversion buttons need to stand out and should be placed directly beneath a call-to-action. The call-to-action itself can also act as the conversion button. The button should be big, bold and “attention grabbing”. Many online retailers use bright colours to provoke a desired reaction in customers.

 

Social Proof

Nobody likes to be the first ever buyer of a product or service. We prefer to know that our money is going into something that is reliable, trustworthy and useful. So, how can your landing page assure visitors that your offers have been well-received?

Use social signals such as customer reviews, testimonials, customer count, trust seals and awards. This will show that other shoppers have bought and engaged with your offerings. People are likely to convert if they have proof that others have done so before them. So make sure that your landing page displays relevant social proof.

 

Need help designing a landing page that converts?

 

Contact us today: 028 9099 8106