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August 16, 2013

Creating a perfect landing page

 

Niyi Adegboye 

Niyi Adegboye

 

Every marketer dreads it, yet it is necessary for the survival of businesses online. Any business that wants to increase its revenue must look for a way to collect information from its customers and visitors.

This information will then serve as “leads” that forms the basis of future marketing strategy. Not everyone who comes in contact with your business the first time will buy your services or product.

They might just browse around research a little about you and then move on. Therefore, you need a way to gently nudge them back to your product offering so that you can sell to them. This method of collecting “leads” is made possible by what is called a landing page.

A landing page is a web page that appears in response to clicking on a search engine optimised search result or an online advertisement.  While every page of your website should be created to sell to your customers, dedicated pages are always necessary for future communication.

And this is one of the reasons why your home page should never be seen as a landing page. Your home page should be a distribution point; pointing your web visitors to other pages of your website that they are interested in.

Landing pages are so important that business that have more landing pages have been known to have 46 per cent increases in conversion.
How to create a landing page that converts:

Less is more
When it comes to landing page, the first important characteristic is that the less information you present, the better you have a chance of converting your visitors. Any information that is to be presented on your landing page must be important, relevant and concise.
You even want to make sure that the most important information is on the top of the webpage.

Forms
Forms are the major feature of a landing page and therefore are crucial. Forms are used to collect the information from the web visitors and as such need to be designed with care. The number of fields to be presented to the visitors depends on the information you required from them.
A good way to know the number of fields to be presented on a form is to ask this question. Do I need this information now?

 Navigations
Good landing pages have little or no links on them. Navigation links are supposed to enable your users move from one part of your website to another. Since you want to ensure that they perform a particular action on your webpage, removing navigation links from the landing page ensure that they stay long enough on that particular page to carry out the task you already predesigned for them.

 Images
Images are very important on your landing page. Although Webpages are more or less a weblog based primarily on written words, including images or videos on your landing page adds more value to your page.
A single image is worth much more than 300 words. What if you sell an e-book? Include a cover page image of the book, so that people know already what they are getting.

Colours
Colours play a major factor in landing page design. You should use colours that sell to your audience. The first colour-check for your landing pages are the colours for the Call to Action (CTA) buttons. A landing page with red colours will definitely not convert, if it also has a red button as the CTA.  Also the decision to design your landing page using any colours should be based primarily on your audience. Are they female or male? Are you designing for adults or teens?

Guarantees
The ability to offer guarantees, testimony or assurance on your landing page is very important. If you sell products, can you get the testimony of anyone who has used the product on the landing page? This will enable others know that someone somewhere has tried the product and is happy with it.

How about assurance? We all don’t want to release our emails to avoid spams. A little policy statement on your form like “We promise not to resell your information’’ can lead to more people filling your form.  What about guarantees? How many times have you been afraid to use a service because you are not really sure if it will fulfill its promise? Offering guarantees or free trials of your products can nudge more people to fill your landing page.

Not all landing pages are created equally and therefore not all landing pages are able to capture leads.  If you want your landing page to convert or generate leads for you apart from following the above rules, you must ensure that your page is also devoid of spelling errors and grammatical mistakes.

If your landing page is not capturing leads, maybe now is a good time to check and see if you are not breaking any of the laws of a good landing page stated above.
 

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