I have been doing a bit of research into landing pages lately, and I thought I would put together my landing page 101 – a beginners guide to the essentials parts of a landing page. Obviously there is a lot more to landing pages than what I can mention here in a blog post(I still have a few more books to read on the topic!) – however I’ll do my best to give you the essentials so you can make your own successful landing page.
- Define the pages conversion activity.(What is the page meant to convert the viewer to? Make sure you define it so you have a clear goal from the outset)
- Find out what your visitors are looking for and what offers work(Do your market research)
- Do not be generic or broad. Landing pages need to have a single specific goal – if you try sell more than one thing you will distract the potential customer.
- Eliminate unneeded elements.(Try reduce the amount of distractions you have on the page – the goal after all is simply to get that click through to conversion)
- Match the ad creative. (Make sure you can truly provide what you say you can)
- Make it easy to convert! Make it easy for the customer to signup, or buy your product – making it too hard will only cause them to bow out half way through.
- Lead the eye along the page towards conversion exit.
- Optimize your forms so that users can easily tab between fields.
- Use headers, sub-header and bullet lists.
- Choose a font thats easy on the eyes.
- Testimonials are important(and don’t fake them!)
- Build trust(this can be done through testimonials and other methods) – trust is very important in order to get the conversion.
Once you have finished your landing page, take a look at it and ask yourself these questions:
- Is the page focused?
- Does the message match the advertisement?
- Have distractions been reduced?
- Are there enough conversion exits?
- Does the page enhance your brand?
If you have anything to add to this – leave a comment and I’ll gladly add it.
All the best,
Mark