Before we delve into the best practices lets understand the what exactly a landing page is and the purpose it serves.
What is a landing Page and its purpose?
A landing page is basically a page built within your website that a customer lands on as result of a specific marketing campaign, usually through PPC campaigns.
The purpose of this landing page is much more narrow as opposed to the broader purpose of your actual website. The purpose of the website and its pages is to provide the potential customers or clients will all the information about your products or services. However, landing pages have a very specific narrow objective. For example, a landing page maybe created to promote a very specific product for your customers in a specific region. The goal of a landing page is to generate leads using an extremely targeted communication.
Now that you know the purpose of a landing page, let’s move on to 7 best practices for landing pages.
1. Have a clear objective:
As mentioned above, landing page should focus only on a single product or service even if your business has various other products. This focussed approach will have a better conversion rate. Incase of marketing products, it would be wise to make a landing pages for each product.
2. Less is more:
Having a lot of noise on your landing page can be distracting to the visitor. Keeping the design and content of the page simple and to the point. Provide the information that is necessary for the visitor to convert, nothing more, nothing less.
3. Content Length:
There is no magical number as far as the number of words is concerned, it will vary for each scenario. If your primary objective is lead generation or sign ups, a content of 500 or above words would do good.
4. Create a sense of urgency:
Using the landing page to convey that the offer is valid only for a limited time or that the product is almost out of stock can be an effective way to increase conversions.
5. Increase credibility:
Customer testimonials and reviews are one of the most important information that people use for their buying decision. Companies use various social proofs to establish authority and quality of the products which is crucial for generating a lead. If you’re a consumer product or service company social proof could work extremely well for you, if you do it the right way.
6. Layout of the landing page:
There are different layouts for a landing page, however finding the right one for your brand requires some work. You can create multiple versions of the landing page and do a A/B testing campaign to find out which layout brings in more conversions. However, here are some tips that you can use no matter what layout you have chosen:
From an SEO point of view, headings are very essential for ranking any page. The heading is also the first part of the landing page that has the potential to hold the visitors attention. Ensure that the heading is to the point and interesting.
Check out the landing page of Cielhr that has an interesting headings:
– Call to Action:
All the efforts that you put into designing the perfect landing page would be in vain if you don’t guide your visitors to the next step. There must be a clear Call to Action visible to the visitor at all times. The placement of the the CTA is also important, strategically place it at spots where the viewer will spend more time. Experiment with creative texts on the CTA like ‘Get Started Now’ instead of simple ‘Download’. For example: HappyMeat has a clear CTA with a color that attracts attention of the viewer.
Here are some of the landing from HappyMeat for your reference.
– Media rich content:
Display product images and videos to further drive up conversion. Chances that the visitors will watch the video and images is much more than them reading the text.
– Limit links:
As discussed earlier, treat the landing pages as a page that is separate from the main site. Limit the places the visitor can go from the landing pages, ideally, the landing page should only have links of the CTA. Giving a number of links can distract the visitor and lead him/her away from the landing page which will reduce conversion. Try not to include the main navigation panel on the landing page, this will help retain the visitors on the landing page. Example landing page: http://www.kingskourthotel.com/best-star-hotel-mysore/
If the landing page is for lead generation you must have a form on the page that will collect the users personal information. Ensure that the form is not long and only requests for the information that is necessary for the next marketing plan. Asking for too much details can turn away the potential customers. For example: colleges can create landing pages to collect leads. For that they need only name, email id, and mobile no.. Check out these six landing pages of two colleges. You will find the structure of the landing pages to be same with different SEO optimized content.
Landing pages of National School of Business:
Landing pages of Vyasa Business School:
7. Optimize for mobile:
Ensure that your landing page is optimized for mobile as well. People are increasingly using their mobiles to conduct fast searches. Hence, it is essential to make sure that the viewers have a fast page load and layout. The user behavior of people on PCs and mobile are very different. Mobile users have a tendency to rapidly scroll more often, so make use of the space below the fold wisely. Place a CTA on the bottom half of the page too.
There is no specific magic formula for landing pages. To get the best out of it, keep changing things and analyzing which format suits your business best. Good luck!