What is a landing page?
A landing page is a highly targeted page that a visitor arrives at on your website after clicking an advert or external CTA (call to action). A specific landing page allows you to tailor content for different purposes; visitors are provided with a high-quality experience, including hyper-relevant messaging, that will help to drive a specific conversion or action.
What makes a landing page work?
What makes a landing page work will depend on your objectives - if everything goes to plan, what action would you like visitors to take upon reach the landing page?
Key considerations before creating your landing page:
- What is the overall campaign or business objective? How will the landing page align with and help you achieve this? You’ll want to keep this in mind from the idea to execution!
- What is the main conversion action I want the user to take? Defining the action you want users to take – such as completing a form or downloading a PDF - is imperative to optimising the landing experience, as it’ll guide the page layout, messaging and length.
- Is capturing user data important? If yes, how is it captured? Additionally, how will you use the data that’s captured? Data coupled with AI and ML (artificial intelligence and machine learning) allows us marketers to create dynamic content which then presents the right messaging, to the right audience, at the right time. Data is no longer just used for follow-up emails – good news for everyone involved!
- Who is your audience and how did they reach your landing page? Tailoring your content to not only your target audience, but also to how they found your landing page, helps to generate more leads.
- Are there tools in place for remarketing and retargeting users that find your landing page but don’t convert the first time? Although most conversions should happen upon first visit, it may come as a shock but even the best landing pages don’t covert 100% of users the first time around! Providing additional touch-points to ‘warm visitors’ will continue to boost brand awareness and may reignite their purchase intent.
How to design a great landing page that converts
Once the core objectives have been defined and fundamental questions have been answered, designing an engaging and action-driving landing page is the next step. We’ve broken this down into five key considerations, however this can be expanded exponentially as each point comes with its own questions.
- Keep things simple. Landing pages should provide users with the necessary information, but should not be overwhelming. Providing essential and relevant information in an easy to digest form will keep your audience interested for longer.
- Have a clear action for the users to take. Visitors should never be left wondering ‘What do I do now?’. Tell the users exactly what you need them to do next. Don’t be afraid to point out the obvious. Having a clear journey for the user will help to guide them to the point of conversion and also mean conversions will be more qualified.
- People are browsing on the move - think mobile. Having a mobile friendly site and landing page is crucial in 2019 (and has been since the invention of the smartphone). The chances are, the majority of your visitors will be browsing on a mobile device, so having a mobile friendly landing page is key to engaging over half of your audience.
- In this race, you want to be the hare. For years, speed has been a fundamental factor when designing and developing on the web. When surveyed, almost half of respondents said their top frustration when browsing the web was waiting for slow pages to load. This is critical when creating a landing page as a slow load speed will not only frustrate users, it’ll cause them to ‘bounce’ (leave the page before taking any action) before the page has finished loading, costing you a potential lead and campaign budget.
- Test. Monitor. Adjust. Repeat. Testing is key to optimising campaigns. What’s working? What’s not? Why? A/B testing is fundamental to launching a new campaign, however many marketers are put off due to the seemingly increased effort. “Creating two experiences is twice the effort, right?” Wrong. Setting up testing options doesn’t have to be difficult. Utilising tools such as Adobe Target, testing is simple to set up, create and run. Creating clear tests and monitoring results will improve campaign efficiency and campaign results, with learnings helping to optimise future campaigns too – short and long-term benefits! This allows us marketers to test experiences, see what works and then create dynamic content to retarget specific audiences defined through analytics.
Conclusion to creating a high-converting landing page
Be adaptive in your approach, but defined in your goals. Setting clear targets for yourself will translate into clear actions for the users, in turn creating the best experience for them and generating the best results for you.
One final bit of advice is to always do your research (like reading this blog) and make sure the fundamentals are in place. “Failing to prepare means preparing to fail” as the saying goes. Taking the time to get things set up properly now will save you time in the long run and ultimately help you produce the best results.
Still have a question? Get in touch!