Landing page

What’s a landing page and how should you improve its effectiveness?

A landing page is a website which has one main goal – conversion. Web pages of this type contain many elements that encourage the user to be active. Unfortunately, despite the efforts creators put into the landing pages, such website does not always perform well.

Landing page – definition

A landing page is not an ordinary business website. It’s not created primarily for informative purposes. Its specific purpose is to trigger conversions. That means it’s designed to persuade a visitor to make purchases, register on the site, leave contact details, fill in a form or share the website or any of it’s features to other users. A user may land on a landing page through clicking on a sponsored link of the Google AdWords campaign, a ‘tracking’ ad, article or a video displayed on Facebook. This webpage has the sole goal to attract and gain customers for a business.

What makes a good landing page?

  • It needs a clear target, preferably only main one, i.e. obtaining a completed form or a file e.g. quotation;
  • Messages needs to be addressed to the user through enticing phrases such as ‘buy now’, ‘fill in the form’, ‘order’ etc.
  • The page needs to be overlaid with simple, unintegrated graphics;
  • Include concise texts, written in simple, but acceptable and constructive language;
  • No distracting elements can appear on the page – those can disrupt or interfere with user activity;
  • No traditional menu is required. The moto is to allow customer clearly and efficiently find his goal.

Content optimisation on landing pages

web pageOptimisation of this page type must include the most important elements mentioned in the previous paragraph. First of all, consider the headings on the page. They should speak to the reader clearly and should be inviting – after all it is the casual user who will need allurement and persuasion.

The text and content on the page also require revising- they should be informal and written in an informative language nonetheless. After all it’s not only about the general advantages of the service/product, but about the benefits that the customer will gain after taking his/her action and going through with the business offer (after purchase, after subscribing to the newsletter, etc.). A lot of people need reassurance that what they will spend their money on will be of good, satisfactory value.

Textual content needs to be concise, useful and comprehensive. However, it can’t be forgotten that an attractive presentation of the text is also key – so don’t shove all the info in a one blocky chunk of text, separate the knowledge across different paragraphs, bullet points or even subpages.

Graphics, buttons, forms – essential elements of the landing page

The next step in the landing page optimisation process is to assess the usefulness of the graphics. The graphics cannot perpetually distract the user’s attention, but charm instead, influence them to stay on the site. In addition, they should guide the user to make further action.

Similarly, CTA buttons must stand out on the website, convey a clear message, make the user active, allow him/her to make easier decisions etc. It is worth paying attention to their colour, location and text placed on the button or next to it. These are all little details that may seem simple, but actually play a big role when it comes to keeping a visitor lured and interested.

Another issue is streamlining the forms. Like the CTA buttons, they must be visually appealing. Forms or questionnaires shouldn’t be too long, or give the impression of unstructured, lazy, slacking or unfinished. It is worth considering automatic filling of the empty fields so that the user does as little work as possible – it’s the monotony and effort that puts off any average web user.

How to check the effectiveness of a landing page?

Basic errors on the page can be found using a fairly basic tool – Google Analytics. Hojtar can also be helpful for optimisation. Moreover, the fully created landing page can be tested using the application – with the use of A/B tests and MVT comparative tests.

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