WHAT IS A LANDING PAGE DESIGN?

This is a very popular topic on the online businesses these days. If you are new to the concept you´re probably wondering what they are and what makes them different than any other page on your web site. Let´s share the basics.

Definition:

Just as the name states a landing page design is just a page in your web site where visitors will arrive after clicking a link (banner ad, Google Adwords, etc) Depending on the relevancy to the ad this site can be your home page or any other page on your web site.

What should a landing page design be?

A landing page should be a connecting element between your ad (the link the clients first click) and your product, service or overall company. Your landing page design should concentrate on a customized sales pitch for the visitor that relates to the initial ad, and will generate the kind of conversions you want. The best way of determining this is thinking about where the person is initially coming from and who they are. Providing a good match will increase your chances of engaging visitors and therefore your conversion rates. Having great people will give you better results, than simply directing all your visitors to your home page. If you simply drop people into your home page it´s like letting them to do all the work. They will take seconds to realize what they look for is not right in front of them. They will quickly hit the back button and go to your competitor. Give your visitor exactly what they are looking for, the reason why the click on your linking ad in the first place. Be careful not to include too many links or other distractions that might make you lose the visitors´ attention, before they get the initial message.

When to use a landing page

Every time you have control over where the people are coming from, and your goal is a specific transaction such as sales, registrations, sing-ups, downloads, etc. This applies particularly if you´re paying for that traffic with banner ads, sponsor links or pay per click.

A landing page design outline

• A nice welcome, a sincere thanks

  If the visitors are getting to your landing page after clicking a link on an email you sent, it is always good to start by giving them a brief thanks for doing so. It is always a good idea to give your clients a nice welcome. This kind of short messages will let your clients know they´re in the right place, and will make them feel special.

• Capture important information

  Generally people who get to your landing page are already interested on what you have to offer, on a certain extent. Your job is to convert prospects into buyers. This means that before they get to download your demo, or access to the special offer, they must provide some information about themselves (email, name, etc.). This information will be completely useful for you to contact them in the future.

• Don´t overdo it

  Yes, obtaining information is great for you, but don´t overdo it. Ask only for the basic information such as name, company and email address. Remember the more information you request, the most likely you are to turn people off. At this point don´t ask people about budget or purchase intentions, that´s too pushy.

• Make a clear privacy policy

  Prospect clients are reluctant to give up personal information. They know very well that if they don´t exercise caution, they may start getting emails letting them know they just won a mansion in the smallest town in Nigeria. Have a good privacy policy and make it really clear.

• Make a short copy

  A landing page design should be attractive and to the point. It is not at all the place for publishing a novel. Welcome them, convince them their data will be safe, get their basic information, let them download and then they´ll be out.

• Test your different landing page designs

  You can send your visitors to different variations of your landing page design. Then you can measure your click through rate and measure which one is working the best.

• Don´t forget to follow up

  Use the information you get. You should send potential clients a follow up message. The whole idea with that information is to press ahead with email, telemarketing and press releases, whatever. Failing to do aggressive follow up is a big and very common mistake.