I was researching about landing page tips and tricks for my upcoming project, I have refer several sites and PDF books for landing pages and it’s important. As a designer I have to take care about look and feel of landing pages, seems like it’s a challenge to create most successful landing page, here are some great examples of landing pages with some useful points to take care while designing landing pages.
What is a Landing Page?
A landing page is the page visitors arrive at after clicking on your promotional creative.
The goal of landing page is to cause your visitors to take definite action. You don’t want your visitors to leave until you get them to do what you want them to do. To click on the buy button, to sign up for an affiliate program, to download a free ebook or software, to sign up for a course, or to subscribe to your free newsletter.
When user came on landing page he was want to know:
- “Is this the right place?”
- “Is this how I imagined it would be?”
- “Should I click the back button?”
- “Does this look trustworthy?”
- “How much time is this going to take?”
Here are some tips to design a good landing pages…
Your landing page content must be relevant to what people were looking for when they applied the click through. The closer the match is the higher the chances of conversion.
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 very targeted message. Tailor the pages to them.
Get straight to the point
The landing page is a highly customized marketing copy for your product or service or affiliate product or service. Don’t distract your visitors with advertisements, links to other web pages. Don’t let your visitors wade through a whole bunch of hosh posh before they get to want they want.
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.
Don’t Recreate Your Home Page
Your landing page should not look like your home page. It should carry your branding, but should be created for the special goal you want to achieve. Purchase or create special graphics that help your visitor understand what you are saying. Think about making it “easy to buy.” You want visitors to come to your website to learn more about you. Show them that your landing page is not a re-hash of your website. It will demonstrate that your company has depth and that you want to provide them with all the information they need to make a decision.
Call to Action
Make sure the visitor knows what he needs to do next. If he is interested, you want to make it clear that he should call, type in his email address, or take some action. This is the point at which he will be the most motivated. Don’t miss this opportunity.
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—chuck it!
Use facts and figures instead of generalities.
General: Prices Reduced
Factual: Prices Reduced by 20 percent
Graphics and Images
Keep visual effects to a minimum unless you are running an online audio or video business, real estate business, or selling holiday destinations. Keep in mind that for direct marketing it’s the words that sell. Graphics and images serve only to enhance your text communication, not cloud it.
Lead the Eye
Use typography and color 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 center and use it to direct the eye.
Grammatical and Spelling Errors
Check through your text and correct all grammatical and spelling errors. Otherwise it gives your website visitors a negative impression of you and the company you represent. Once visitors have a negative impression, it becomes difficult to convince them of the product or service that you are promoting. First impression counts a lot.
Make your text clear and simple to understand
Avoid colloquialism or jargons. Use terms and phrases that
people readily understood. Use short sentences. Phrase them in the active voice.
Optimize 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/state/province if you ask for a Zip or 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.
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:
- 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?
Track Your Results
To determine if your campaign is cost-effective, you’ll want to take some measurements. There are many you can take but these two are the most important:
a. Conversion rate (%):
The easiest measurement to take is your conversion rate. It is the number of visitors who performed the desired outcome/number of visitors to your landing page.
b. Marketing Cost per Sale ($):
This is the cost of your landing page/number of sales you attribute to the landing page. This will let you determine if your landing page campaign is a good investment.