A website homepage serves many purposes, but for marketers, it’s not the best way to tell prospective customers about a new product or drive conversion. For that, you need a landing page. Unlike homepages, landing pages keep visitors focused on taking action.
But the landing page must be well-designed. A poorly designed landing page will do no better than a homepage in capturing leads and boosting conversion rates.
What do effective landing pages have in common? Here are eight key traits:
Prospective customers click for a reason, and you need to give them what you've promised. A landing page is not the place to give your company's detailed history. This doesn't mean the landing page shouldn’t be linked to your brand. On the contrary, the page should serve a separate function from your website, but your brand should still be extended.
The content on your landing page should aim to get the user what they want while completing the designated process to capture leads.
Lengthy forms may spur visitors to move on instead of taking action on the opportunity you offer. To simplify your form, divide the content into major key points and let the user see where they are. For example, name and email address may be two fields out of four.
Segmenting your customer base to target specific audiences helps campaign management and should improve your conversion rate. If you have a base drawn to a particular offer, such as a digital good or discount, your landing page can serve as an integrated segmentation device so that you can effectively nurture these leads.
Even if your landing page draws the perfect prospects, they can't be converted if you don't collect the right information. Demographic data collection should include more than just a name and email address. It also should tell you why a person clicked and what their long-term relationship with your company could potentially be.
If your special online offers are not linked to landing pages, it’s unlikely they will benefit your business. The purpose of most effective landing pages is to serve as a place for your offers to reside.
A landing page should always include a thank you message to the user. This is not only a polite thing to do, it also assures the consumer that the registration process has been completed.
Cultivate users’ interest with links to additional offers, your social media profiles or a way to sign up for your newsletter.
In the digital age, one of the best investments you can make for your business to move forward boldly with a digital marketing campaign. As you build your digital marketing toolbox, make sure to include landing pages—it is a wise move that will truly benefit both you and your customers.
For additional tips, check out our previous blog post, "5 Tips for Designing Effective Landing Pages.”