Importance of a perfect landing page
Good landing pages are especially important for online marketing techniques. They can be an important cog in the wheel to boost sales, but can also be the stumbling block for potential buyers. The landing page should be a short summary of the product, its quality and the process of buying it. It should have enough content to stimulate the user’s desire to buy the product. Here are some points which should prove to be helpful.
Define the purpose of the page before designing it. These may vary from prompting them to subscribe for newsletters, buying the product or induce them to explore further. This purpose will determine the content that will be present on the page. Usually these pages provide the first detailed view about the product. If only the information related to a single product or brand is to be displayed, do not be tempted to line the page with all other things on offer. Keep the layout simple and with short descriptions. The user should be able to easily navigate through the website. Do not add excessive information about the product into the same page.
Analyse the amount of information that the customer would want to know at first sight. On a landing page, pictures and graphics work better than text content in holding attention. Any supportive information can be provided through links to other pages. Avoid any content that distracts the user and focus all attention on the relevant product. If there are multiple products on offer, never designate the homepage as the landing page and make the users fend for themselves. However, you can use typical marketing language, since this is the only page that can really impress the client.
While developing use tools that enable the page to be compatible all major search engines. The page should load within a few seconds and all details should be clearly visible. If there are many details of the product to be explained, these may be done on the preceding pages. If the product is not accompanied by excessive data, everything can be put on the landing page. The tone of the offer made should be persuasive, but without sounding to be too pushy. Display testimonials from previous clients, if available, along with the product description. Also, include the rankings for the product, if any, from independent agencies.
Avoid displaying too many products on the same page. It will only confuse the user and deter him from making a choice. Group the products according to price or quality so that the choice is narrowed done on each page. Avoid long pages that cover more than two screen lengths. Remember, the more is the time lost in choosing, the lesser is the probability of a deal happening.
Maintain a flow of information for what the viewer sees on the screen. Often, the user is lead to the landing page through an email or from an affiliate site. Ensure that the content displayed and the layout, especially in case of emails is continued onto the landing page. The page should open up exactly at the product description for which the email or link was provided to the user. Since these are pages most read by anyone, avoid obvious mistakes like misspelled words, animations that do not run or missing phone numbers.
The landing page can also be used to develop a database of mailing lists. This can be through offers of freebies in exchange for email addresses. The landing page should carry a short explanation about the freebie and how useful it can be for the client.