Landing Page Best Practices
A landing page is the page that comes up for a product when they click on an advertisement or other link to your product. They are targeted sales pages and are extremely important when trying to increase your conversion rate.
Have a Specific Goal
Before you create any landing pages, you must first have a goal for what you would like the customer to do when they arrive. There are several different approaches you could take, but in order to choose an approach, you must determine where your business goals are and what you must achieve as an organization.
If you are an organization that is not pushing a product at the moment, or if you need more information from your users before presenting them with specific sales information, it will be likely that you will want to create what I call a Capture Page.
A Capture Page will give the potential customer access to an asset, such as a free ebook, in exchange for them subscribing to your email list and potentially other lead qualifying information such as name, industry, location, etc. This will allow you to build your email list, while at the same time capturing information on the customer that you can use in the future to target them with sales.
If your organizational goal is to push a product to as many sales as possible, then you will want to create a Sales Page, where you can provide all the info a customer needs about your product, and may include a special offer for the product.
Match the Ad
One of the most important aspects of improving conversion rate for landing pages is to make sure that the landing page is relevant to the advertisement that you ran, or the link that you pointed to it. Customers expect something specific when they click on a link, so giving them the opportunity to get an ebook about Nutrition for Weightlifters when they clicked on an ad detailing a Workout Plan to Gain Mass, is a sure way to lose customers.
Landing Page Design
The design of your landing page is a difficult aspect to say what is right and what is wrong, as every business is different and some will work better for some and not work for others. However, there are some general guidelines you can follow.
- Break up the text. If your landing page has a lot of information, this is a must to make sure your reader does not get overwhelmed and leave.
- Have a clear call to action. If your goal is to capture an email address, then have a large box where the user can enter the email. If your goal is to sell a product, make sure you have a “Buy Now” button or similar.
- Make sure it is aesthetically appealing. This is subjective but you’ll know when a landing page is too ugly to use.
Hubspot has put together a list of great examples of landing pages if you are looking for some inspiration.
Evaluate Your Landing Page
Of course, the only way to really make sure that you have a good landing page, is to test and evaluate the results. A good landing page is a landing page that works, whatever the goal may be.
The first thing to analyze is where exactly all the visitors to the landing page are coming from. Did they come from organic search? Ads? Affiliate link? Or somewhere else? This is important information because you can see what is driving the traffic, and even if traffic from certain places has a higher conversion rate than others, allowing you to focus your efforts or see what ads work best.
Next, you can see what the users did when visiting this page. Did they do what you wanted them to do? Did they bounce off? Did they leave, only to return a short time later? All valuable insights for a business.
Finally, what was the overall result from the customer interaction and how does it affect the bottom line of your business. How many sales, or engagements did this page create?
Overall, landing pages are an extremely important part of your sales funnel and only through testing can you determine exactly what works for your company. Visit our blog for more digital marketing tips, or like us on Facebook for updates.