Landing pages are the new era of internet marketing and advertising. The effectiveness of landing pages is precisely proportional to landing page’s ability to provide the promised offer. Generally used side-by-side with web-based advertising such as Pay-Per-Click (PPC) marketing, landing pages need to offer value, directness and essential information. Here are some building blocks for effective landing page designs.
- Less is More
Before you start brainstorming about all the things your landing page can do, remember that your landing page is a microsite. Having too much content, too many images, or too many things going on will only detract from the original purpose of the website. Stick to things that are essential to the effectiveness of the landing page. - Create Smart Copy
Copy is everything. Make sure that your ad creative and landing page work harmoniously to emphasize your brand promise and value proposition. - Benefits, Benefits, Benefits
Think benefits when choosing content for your landing page. What’s in it for your customer? By speaking in terms of benefits, you create a strong case that will lead to higher conversions. - Deliver on Your Promises
As with any promise, it is important to keep the promises you make in your online advertising. If you offered a special promotion, reduced price or free download, make sure you deliver on it when visitors land on your landing page. - Have a Clear Call to Action
There is little room for mistakes in landing pages. One of the most important elements of a successful landing page is creating a clear call to action. This will ensure that visitors will do exactly that which you want them to do. - Use Forms Wisely
It must be stressed that landing pages offer a brief opportunity for you to connect with prospective customers. When using online forms for visitors to submit information, make sure that what you are asking is relevant and necessary. Overloading visitors with long questionnaires or forms will only lead to them abandoning your page. - Track and Measure
Measuring and evaluating the effectiveness of your landing page is essential. Take advantage of A/B testing and measuring tools to decipher the effectiveness of your landing page. This will help create a more efficient landing page that will result in better conversions.
Landing pages can be tricky to create, but offer an incredible opportunity to grow your business.
