A landing page is a page on your website where someone who is browsing the internet ends up after stumbling upon your ad. A common mistake for marketers with little experience is to lead all the PPC traffic they gain to their homepage. Landing pages are essentially separate pages that relate to each other, with each one focusing on a particular concept and making it simpler for your visitors to convert. This is why it is essential that your landing pages are effective in the means of being persuasive and grabbing the attention of your visitors.
Just like every other aspect of your online presence, your landing pages need to have consistent branding. That is particularly important if a landing page eventually leads to your main website. When someone clicks on a link leading to a landing page on a platform which already represents your brand, such as your social media profile, they expect that they will come across something that looks and feels the same.
If there are big inconsistencies, they will throw people away. That is why it is essential that every landing page you make delivers the main message and feel of your brand. This includes the layout, content, color scheme, fonts, and the like.
How effective your landing page is in driving conversions depends on the general structure, look, and feel. The main goal that a landing page needs to have is to make it simple enough for prospective visitors to convert. Therefore, all the elements on the page need to work together in order to draw visitors to that objective (purchasing something, filling out a form, subscribing, and the like).
An effective design makes clever use of color, patterns, and enticing images. For example, red and green are great colors for buttons, but it is the most important that there is a strong contrast between them and the background. There is also placement and size, so experiment and test what works out the best.
Only ask for what is essential
If there is a form to fill out on your landing page, it is important that you only ask for the most important information. For example, if you want someone to subscribe to your newsletter, you shouldn’t ask for anything more than their e-mail address. If you ask for more than that, there is a lot less chance that they will follow the form to the end and submit it.
If you want your visitors to purchase something for you, make it easy for them to do so. Ask for the basics such as billing and shipping information, followed by a confirmation screen before their order is finished. It needs to be concise and easy. You may ask for additional information after they have already placed an order.
Trust signals let your visitors know that your brand can be trusted. They can come in the form of testimonials, which offer a word-of-mouth reassurance about you from past customers. There are also “Like” counters, which present how many likes you received from your social media platforms. Furthermore, there are trust badges, which indicate all the famous brands that you have worked with before, recognitions that you’ve got, groups that you have a membership in, and the like. Trust signals endorse your company for being trustworthy and an expert in the field.
What are the benefits of landing pages?
First of all, landing pages help you filter your audiences. For example, they separate the prospective customer that has found you via a social media page from the one that did so by clicking on a PPC ad. The benefit of this is that they probably have different interests. Furthermore, you get to separate the people who are truly interested from mere passers-by.
Another obvious benefit is that landing pages increase conversions. They are simple and short, and their intention is to drive people to their final destination – conversion. And generally, more conversions means more revenue.
According to the experts at PPC agency, landing pages provide easy A/B testing. You’ve got two profiles which are alike but also distinct, so you can measure how strong an impact each one of the designs has, and in the end, see which combination of factors works the best for conversions.
The goal of your landing pages is to lead potential customers to their final destination – conversion. Therefore, you don’t want to settle for anything else but flawless design. You need to grab your customers’ attention and persuade them to take action, in a manner that is enticing yet simple enough for them.