A landing page is a central element in an online marketing campaign. It is the place that brings people and businesses together to market products or services. It is the main contact point in an advertising campaign and the place that can leverage enormous growth online.
Landing pages are indispensable and have found their place in digital marketing. In this article, we will outline the factors that make the difference and that determine how well your online campaign is going to perform. Here are the five crucial factors that are important in landing page design.
Key No. 1: The Value Proposition
No matter how much you improve other factors, the product or service you market needs to be the right fit. In other words: You need a clear value proposition. This means that whatever you offer needs to be valuable to your prospects. Further, what you offer should be aligned to the medium on which you offer it, in this case the digital marketing channel.
As an example, when you direct people to a landing page with new followers from Twitter, you will probably not be able to promote a paid product in the first contact. For Facebook, you could probably do it this way when you have build a decent community and people who follow you on a regular basis. With paid traffic, such as Facebook ads, you can be more selective who to target, but also here be clear what you can pitch.
In a typical sales funnel we distinguish between top, middle and bottom. In the top you establish the first contact points with the cold contacts. A Pay-per-click ad is built for this purpose most of the time – To establish the first communication with your market and to present them a good offer which does not require much commitment. It would be wrong to advertise a £300 course to the public when people don’t even know you or your brand. Conversely, in the top of the funnel, chances are better when you present a give-away that delivers value for low commitment. To sum it up, the value proposition and the context how you market is the first key.
Key No. 2: The User Experience
The user experience of a landing page comprises many factors that determine how effective the user interacts with the product/ service or offer. The landing page should be simplistic and clear of any unnecessary distractions. While visiting the landing page there should be a clear pathway of interaction which is strongly influenced by buttons and call-to-actions.
The button that is linked to the next step of completing an action, e.g. submitting a form or entering a lead generation page should tell users in precisely, yet in simple words what the offer is about. The button text could be something. like “Download the Free Whitepaper Now” or “Join Now”. On the other hand, texts like “Learn more” or “Download” are not specific and are not the best choice.
Another essential element is to build the page from the perspective of the user. Avoid too much jargon, ensure the page loads seamlessly and there are no obvious technical problems that don’t make the page perform properly. Furthermore, make sure the opt-ins and submission forms are slim and don’t ask for too much information.
Key No. 3 The Design
The design of your landing page should be done by a professional. You don’t want to start building something yourself or with a template which others might have had success with. There is much more to the design part that needs to be considered.
On your landing page you engage logically as well as emotionally with your visitors. In terms of design, emotions can be evoked by colours and images. The right choice of images and colour schemes can affect conversions, so pay close attention to them. Also, you would not want to use too many different colours for consistency and to not dilute the image of the brand.
It can easily happen that design goes into the direction of perfection, where the page becomes to full and loaded with colours, graphics, etc. Simplicity is the key here as well and will influence your success rate your campaign. You should be thinking about engaging a professional landing page designer who has a thorough understanding of the elements that matter for a successful campaign. Keep in mind that a large percentage of your visitors, if not the majority these days will view your page on mobile devices. Make sure you have a custom design for mobile phones as well, otherwise you will see your conversions drop for many visitors.
How to Start With Your Landing Page
To summarize, landing pages are complex. They serve as a representation of your brand online and need to effectively communicate your message and value proposition within seconds. Landing pages bring together different professions and skills such as strategic skills for finding the right offer & funnel, design, technical skills, psychology, sales tactics, copywriting, user experience and more.
To make life easy for you, it is a good idea to work with experts in the field of digital marketing and landing page design to increase your chances of leveraging online marketing growth.