What Exactly is a Landing Page?
First, a landing page can be defined as a standalone web page or a designated page that is part of a larger website. Normally a landing page is specifically designed for a particular marketing strategy, product placement, or marketing campaign. Next, landing page design can range from a simple web page with text and images, or more complex web forms, surveys, or downloads for more information. Furthermore, landing pages can also be website product pages that lure a person into an online purchase or subscription signup. So what exactly constitutes good landing page design?
Each landing page should be designed to meet the specific business goals that are first defined by the marketing plan or marketing strategy. For example, If the goal of the marketing campaign and landing page is to generate more sales leads as opposed to more online sales, the two landing pages would be drastically different. The lead generator would not need the ability to transact and perhaps also require much less content. Users tend to be more willing to get more information or leave their contact information if the page provokes their interest for the product or service being offered. Obviously, some products and services require much more information prior to being able to purchase, therefore for some products and services the landing page would not require an eCommerce capability. Other products and services can be purchased immediately with little to no information necessary on the page. In these instances, a simple path to buying or subscribing is more prominent on the landing page. Many landing pages with higher conversions allow the ability of the customer to trial prior to buying, especially common for subscription-based business models like the SAAS model.
Keep it Simple
The design of the modern-day landing page seems to be getting really complex. I often come across web pages and landing pages that are extremely distracting with messaging and pop-ups, virtually everything you can think of is thrown at the user. I recommend the use of one main tagline that clearly explains your offer to the visitor. If you can quickly articulate in a tagline, chances are the visitor will too. Not being clear or using false claims in the tag, will most likely result in a high bounce rate for your landing page.
Don’t Distract the User
Far too often I see pages with 10 different color combinations, box call outs, page popups, buttons, social media links, “FREE Webinar” offers, etc, etc. If you can’t clearly articulate your offer, do you really have an offer or are you attempting to sell me something that doesn’t exist? Just be real with people, let them decide if your product or service is right for them. Even if your product or service is not 100% ready, just be honest.
Let Them Come to You
Having an instant chat integrated on the page is a great idea. Having a triggered time delayed message is also okay so long as it’s done in a respectful and professional way. However, I think we’ve all experienced the site that has the ringing bell in the bottom corner that actually frightens you when it goes off. I think by allowing a user to know your just one click away from helping or chatting is one thing, ringing a bell at them is another. A bell or other sound effect should only ring when the customer wants your attention, not when you want a customer to buy from you. Again, let’s not distract the user and use common sense.
Create a Clear Path
From your tagline to a clear call-to-action, there should be a direct path the visitor can take to do what it is you’re calling them to do. While every product and service are somewhat different, the way a visitors gets information from your page is not. People naturally read from left to right, so let’s get back to the basics of design. You wouldn’t want your main message towards the bottom of the page, just like you shouldn’t be asking the person to give you information in a popup prior to understanding why they’re on your page. Making a clear pathway to your goal will drastically increase conversion on your page.