Nowadays, only a small number of enterprises are satisfied by their internet website conversion rate. This comes as a surprise, given the many tools that exist to help webmasters lead their visitors to a conversion. Amongst the top rated is the “landing page”.
A landing page is not the same as a home page. It is a page where a visitor “lands” after clicking on a commercial link (a newsletter, an advertisement post, a partner site, etc…). It is the basic resource of any particular targeted campaign.
It can either be temporary (created for a specific purpose and then deleted after its goals are fulfilled) or permanent. It is generally used as a part of a marketing strategy.
What is it used for?
The primary role is to convert the customer’s visit to a significant result for the enterprise. It therefore plays an important role in the campaign, and must guarantee a good conversion rate.
It helps inform the visitor on a particular aspect of the services rendered or products sold by a business, while it incites them to take a particular action as a result. On any website, a visitor may get distracted by the variety of what is offered or confused about what they are supposed to do. It is quite likely that a complicated presentation may cause them to leave the site without doing the one thing that would be of benefit to the enterprise. Hence, the landing page generally has the objective of focusing the attention of the potential customer and “persuading” them to follow the “call to action” links.
How to Build one
The most important aspects to consider are: the targeted clientele, the objectives and the means with which you will relay your message. Let’s discuss on each one a little more:
- Targeted Clientele
Who is the landing page addressing? What sort of text articulation vocabulary and visual content would be more convenient to them? What are their search patterns?
- The Objectives
What is the level of conversion you hope to obtain? What sort of action do you want your visitors to take?
- The Means
How will the visitor be redirected to your landing page? An ad posted on another site? An email campaign? Through social media? Or will it be through carefully planned SEO to be on the top 1% of the results of a search engine?
It must be responsive.
Nowadays, people are more inclined to connect with their mobile devices (smartphones and tablets). A responsive page is a page that is designed to display its content properly on all devices and display types.
The advantages:
- The messages of the landing page stay intact at all times
- The landing page URL always stays the same
- The navigation experience is enhanced and the chances of leaving without converting are reduced.
How to make sure of its effectiveness.
The efficiency of a landing page can be determined through several means. First of all, the conversion rate, indicating the proportion of visitors who converted to those who didn’t, is the most important measurement. If this rate is low, then the page needs improvement.
Perhaps of even greater importance, is the bounce rate. It’s the number of visitors who left without converting. What must be quickly identified here (and taken care of consequently) is the reason why they did not convert. Is it the content? Is it too complicated? To find that out, you need to carefully examine the feedback you receive.
A third indicator are the statistics. Which was the link that directed the less traffic and why? How can this be improved? Which was call to action mostly followed? Why didn’t the other ones work as efficiently?
Conclusion
A landing page is a very powerful tool when it is used correctly and under the proper considerations. If you need more insights on how to improve the efficiency of your site and how to bring it to do exactly what you want, feel free to visit our blog section where you will find exactly what you need.