Landing page is standalone page designed to address specific ad campaigns. The user lands on this specific page when they click on an ad or link from the same ad campaign, regardless of the platform. The landing page and a webpage hold crucial difference in terms of the objective. A webpage is designed to showcase your business and users are encouraged to explore, while the landing page’s primal focus is to drive the user to complete the desired CTA (Call to action). This focus helps businesses drive more conversions.
There are certain elements and factors that allows you to display a stunning landing page, focused on completing their task in hand. We will be exploring these factors in detail.
- Define the Purpose
To begin with, understand and define the purpose of the landing page. This allows you to align all the aspects of the page to address the purpose. If your purpose is to generate leads for your brand, the landing page will drive users to drop their details, so you can follow up with different marketing practices. On the other hand, if the goal is to drive sales, your page should use compelling copy to display the benefits and address user’s pain point to generate that sale.
2. Unique Selling Point
What sets your product or service apart from the crowd? How does it address your audience pain point? Think about your USP as an opportunity to present your substance to the audience in a different manner. The landing page should display your USP in a clear, crisp manner, so the user understands what you offer in the first glance. Keeping the message consistent and using different page elements to resonate with the user is key.
3. Use clear, compelling copy
Content has the power to make or break a landing page. The way you segment your copy for the landing helps you grab the attention of the users and have them hooked. The techniques involved in building the copy makes it a specific niche in copywriting. Be sure to make it clear and specific. Landing page should list your products in short, bulleted points as opposed to long paragraphs.
4. User Experience is focus
It is important to follow the best design practices to allow users to have a smooth, focused experience. We have listed the important points to keep in mind.
- An aesthetically pleasing with popping images to support your campaign.
- Provide the CTA above the fold to drive maximum response.
- Ensure that you replicate the brand experience in your landing page, in terms of logo, color scheme, and voice.
- Focus on one definite CTA and align your content and elements to convince the user to complete the desired action.
- Provide minimal yet easy navigation in the page.
- Provide a secure yet fast experience for the user in terms of loading time.
5. Keep it Responsive
Most of your users are using their mobile phones to get to your landing page. The screens are smaller, limiting the extent of interaction with the page. By designing a mobile responsive design, you improve the performance of your landing page, and the mobile conversion rate by extension. Re-align the CTAs, shift layouts, and present it to deliver an uncompromised, seamless experience.
6. Test and Update the Existing Page
Congratulations! Your page is now live, which doesn’t mean that the process is complete. It is essential to observe the user behavior, test different versions of the landing pages, conduct A/B testing, and optimize to provide the most relevant experience that drives maximum conversion.
Landing pages play a crucial role in your marketing campaigns. It gives you the platform to showcase and convince the user to act on the CTA. By leveraging the best practices and consistently optimizing for better experience, you maximize your chances of creating the desired impact.
