A landing page is simply a webpage that offers something of value. This may include whitepapers, demos, trial offers or products. They typically also include a conversion form which is used to capture a visitors information or to have them perform a specific task such as purchase a product, enter a contest, capture emails etc.
In my opinion having a well designed landing page is the most important part of the conversion funnel. It’s unfortunately also a step that many digital marketers seem to either pay no attention to or completely disregard. I’ve frequently met digital marketers who are quick to creating social media or search engine marketing (SEM) campaigns for their clients while paying little to no attention to the UI, design and layout of the landing pages associated with their campaigns.
Landing pages are one scenario where visitors WILL judge a book by its cover. Would you purchase anything from a suspicious or poorly designed website ? Probably not.
Chances are if you’re visitors don’t find your website appealing or trustworthy then this will likely affect your conversion rate. Aside from the psychology of visitors not wanting to interact with a poorly designed website this can also affect the cost of your SEM ad spend.
Here is just once scenario how a landing page can have a huge impact on your online campaigns. Google Adwords uses a measurement called Quality Score which checks the relevance between your ad and your landing page. If you are bidding on keywords that are non-existent on the landing page then you will likely pay more than your competitors and potentially have your ad shown below theirs.
There are several factors to be considered when developing a landing page aside from simply visual presentation. Below are only 6 factors that if addressed properly can dramatically change how visitors interact with your site:
1) Call to Action – This is an instruction you would like your visitor to perform on the web page. Examples of call to actions may include “Buy Now”, “Subscribe Now”, “Call Now” etc.
2) Page Headline & Sub Headline – Should be relative to the intent of the campaign.
3) Page copy should be simple and succinct. People don’t like to read a lot online so keep it short and sweet.
4) Add testimonials and trust symbols to help build credibility.
5) Appearance to make a great first impression. Use of quality images, videos that are relevant to the overall message on the page can drastically improve conversion rates.
6) Always be testing (A/B Split Testing) – This is essentially getting your traffic, splitting it into two groups and measuring the performance which will help optimize the user experience (UI) by improving usability and increase conversions.
With the importance of having an internet presence, the investment of having an effective landing page is becoming extremely important especially when companies are spending money on search engine marketing and social media marketing campaigns.