Landing pages are an essential part of your conversion rate optimization strategy providing a direct link between your businesses’ digital presence and its intended outcome. Newsletter sign-ups to grow your customer database, links to your eShop for stronger sales drive, or simply booking an appointment online to grow your client base are all ways in which a good landing page can make your business boom.
But what makes an effective landing page?
Keep it… substantial?
Most of the time the key to effective design aesthetics is simplicity, but research suggests that consumer confidence and trust is boosted by content so ensuring there is enough information to communicate the value of your call-to-action to your site’s visitors can help them take that crucial step into a conversion. Don’t be afraid to be thorough in detailing your proposition; use this as an opportunity to start a genuine interaction with your potential clients.
That said, never forget the average internet user has a short attention span: too much content on your landing page will be hard to digest and risk increasing its bounce rate, or frequency of users simply clicking away.
The subtle prod.
Consumers respond negatively when asked to fork out money or personal details without any context. As we mentioned, trust is an integral part of the conversion process. Having your call-to-action clearly visible is important but if its demanding all the attention of your page then you may find it repelling your potential customers. Instead use imagery and other visual cues to guide your audience gently to your end point; Large quotes, decipherable images, and tiered text can all help attract visitor’s eyes to the general area of your call-to-action where it will be found naturally.
The means to an end.
Never lose sight of your endgame when implementing your landing page - the most effective ones line up with the sales or marketing objectives of your business. A page built around a template designed to increase sales and eCommerce will most likely contain redundant elements if you are looking to boost your customer database through newsletter sign-ups. Having a content marketing strategy is a great way of keeping your landing page on track and working to propel your business forward.
#digitalmarketing #salesfunnel #landingpage #marketingsolutions #contentmarketingstrategy #conversionoptimization
Further Reading
Chaffey, D., & Smith, P. R. (2017). Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing