What is a Landing Page?

A landing page is a web page that you land on after clicking on a call to action button or link. Generally landing pages are used within campaigns or promotions and are separate from your website. Landing pages are designed to have one purpose, that is to encourage you to perform a single action (such as sign up to a newsletter or webinar, make a purchase or book an appointment). When you click on a link and are directed to a home page (or other web pages) it can be confusing for you to know what to do or where to navigate to.

On the other hand, when you click on a link and land on a landing page you will know you are in the correct place, you will also know exactly what you need to do. Landing pages are built with one specific purpose in mind, and has all additional links and information removed. It makes it easy for you to know what to do and complete the action. With all the extra links removed you can’t navigate away from the page and forget why you were there in the first place.

In the example below, you can see on this homepage that the visitor has several options, they can Take a Tour, Create a free site, go to any of the links within the navigation bar, and click on Sign Up, Log In or Check it Out.

Example of a Homepage
Example of a Homepage

 

In contrast, the same organisation created the landing page below to provide visitors with a free eBook. The only option available to visitors of this page is to click Download. The logo is present and the page is branded as per their branding guidelines, but there is no link back to the homepage or anywhere else.

Example of a Landing Page
Example of a Landing Page

 

Landing page conversion rates seem to vary greatly. The average landing page converts around 2.35%, but the top 10% of landing pages convert more than 11.45% visitors. So what are the top ten per cent doing right to achieve higher conversion rates?

Six simple steps to improving the conversion rates of your landing pages.

  1. Ensure you have one clear offer (your unique value proposition) and that your message is clear. Don’t have more than one offer available. If you have several offers, build a landing page for each offer.
  2. Have a visually appealing design. Don’t turn people off because your landing page looks amateurish, or is not in line with your branding. You want to build trust, not scare people away.
  3. Test your Call-to-Actions. Some call-to-actions just don’t work as well as others, change it up and test them out until you find one that works well for your industry and your audience.
  4. Test your Headlines. Just as some call-to-actions don’t work as well as others, it’s the same for headlines. Try out some different headlines to determine the best ones that work for you.
  5. Ensure you have short forms with as few fields as possible. You don’t want to intimidate or turn people off from completing your form so keep it short. It may be that you need more information to qualify your lead, if this is the case, just get some basic information (like name and email address) and then you can market to them via other channels, and gain more information from them over time.
  6. Reduce the load time of the landing page. People are not going to stick around for a landing page that is too slow to load. Ensure all images are optimised and check the load time of the page.

Do you use landing pages as part of your digital strategy?  Tell us how they work for you and what conversion rates you achieve.

If you want to use landing pages or need help optimising them,  speak to the team at PN Digital on 1300 131 932.