How to you create a successful landing page?

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So, how do you create a successful landing page?

A successful landing page functions as a funnel-point for use.  It’s a step towards persuading a user to become a client or customer. How much weight does a landing page hold in comparison to other elements throughout a campaign? The landing page is the most important persuasion point for the user because it must:

  • Market to your specific users through market segmentation and persona development
  • Persuade users through relevant copy and content
  • Build Trust and increase user’s confidence on the page
  • Engage by providing users with answers to their questions about your product/service
  • Enhance customers experience through better usability
  • Improve your site’s scent
  • Test using multivariate or A/B testing scenarios
  • Increase your conversion rates
  • Maximize campaign ROI

Landing pages appear after an online ad, e-mail link, search result, or an specific promotional URL. It’s the first chance you have to convince a motivated user (who clicked and has shown interest) to pursue the purchase process.

In the overall process of marketing, the vast amount of time and resources are spent on creative, production, media placement, etc. Often, without the proper attention, a landing page is marginalized: with the feeling that the strength of the overall campaign is all that is needed to attract customers.  However, getting a prospect to the landing page does not mean success – and a poor landing page could derail the best-planned marketing or advertising campaign.

A landing page is an opportunity to seal a deal.  For this reason, creating the right one is crucial to any campaign.  The effectiveness of a landing page is measured by its conversion rate, meaning how often people who visit the page do whatever it is you want them to do.  You may want them to order a product, sign up for your services, register for a newsletter, or just fill out a form.  The goal is to get the highest percentage of your visitors to take the desired action.

Some practical reminders when creating a landing page:

1. Simplicity: Flash and expensive designs are very often the culprit to a low converting landing page. Simlify the design utilizing static images and easy to understand language.

2. Continuity: There is nothing worse than clicking on a paid ad for a product or service you really need, only to be navigated to page that doesn’t carry a relevant message to what you are looking for. Make certain to maintain the scent through a continuous and consistent message from ad to landing page to checkout.

3. Ecommerce Landing Pages: Whether it’s a homepage, a category page, or a product page, it’s important to know where your users are landing on an ecommerce site. We’ve seen too many companies spend hundreds of thousands of dollars on PPC campaigns with nothing to show and little ROI. Consider each campaign carefully before deployment.

4. Calls to Action: Don’t underestimate the power of your calls to action. Test with colors, placement, size, and text on the calls to action throughout the page.

5. Track everything. Online marketing is traceable. Each dollar spent can be measured and assessed through the various online analytics and assessment tools available. Take advantage and track everything.

6. Don’t let them out of your site. What are your users pain points? What makes them tick? Knowing your users will help you engage them and persuade them to continue through the conversion process.

7. Usability 101: Your users react differently to a site than you do. Make certain to test with users that match your persona descriptions.

8. Design: What looks good to you doesn’t always resonate well with users. Make sure the messaging, themes, and color schemes are a good match by asking some your team members to do a walk-through.


 Richard Simpson

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Comments (1)

Devona Garrigus
Garrigus Real Estate - Redlands, CA
REALTOR® / Short Sale Specialist

Richard - My landing page has been a concern of mine for a while now. Thank you so much for the clarification!

Nov 30, 2010 05:04 AM