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AgendaWhat is Landing PageLanding page is usually linked to:Types Of Landing Page4 Steps of Making an Effective LP
FUNDAMENTALS OF LANDING PAGEPresentation by:
Pooja Shanbhag
A web page a customer arrives at after clicking on one of several forms of advertising
A piece of extended information of the ad clicked by the visitors
Display directed sales copy that is extension of the advertisement, search result or link
Landing page is also known as “lead capture page”
What is Landing Page
Ad campaigns
E-mailers
Coming soon page
Landing page is usually linked to:
• Reference Landing page• Transactional Landing
PageStandalone
Landing Page
• MicrositeMicrosite
• Product details Page• Homepage as a Landing
page
Internal Website
Landing Page
Types Of Landing Page
4 steps for making an effective LP
Right FoundationBuilding Page Level StrategyTesting the LPOptimization
Right Foundation
Not part of your website Have a clear goal and strategy Integrated Various LPs should be designed during the campaign Make your page visible on all devices Various Landing Pages to be designed Think experience
Right Foundation
Not part of your website
Pages that are part of website are typically meant for browsing & discovery while those that are outside of website are topic-focused, and designed for conversion
Visitors are specifically interested in product or service
Dedicated Landing page can be specific to the traffic source a visitors arrive from and can result in higher conversions
Have a clear goal and strategy
What is the main purpose of landing pages? Is it to get more leads or sales?
That goal is what drives strategy and landing page design
It will be hard to know where to go next if the strategy is never clearly defined from the start
So knowing what a Landing page should accomplish before ever start on it
Integrated
Once landing page has captured a lead or sale, the experience shouldn’t just end
Landing pages should be fully integrated into a larger cohesive post-click program
The entire conversion experience for your visitors from pre-click (what they clicked on), to post-click (the pages they land on) through post-conversion (what happens to them after they convert) should be mapped
Various LPs should be designed during the campaign
Various different LPs targeting different audience should be designed
This can help to promote the product in various ways targeting different segment
But will your fancy design work on all devices?
Yes.
Make your page visible on all devices
Think experience
The moment of click-through — is the typical first impression in modern marketing
But too often that impression is….
Disappointment
Annoyance
Boredom
What do we want our prospects to feel at this crucial moment of truth?
Delight
But How?
4 steps for making an effective LP
Right FoundationBuilding Page Level StrategyTesting the Landing PageOptimization
Design
Content
Form
3 Key Elements of Landing Page
Just By building page level strategy
Design
Keep it Clean Choose Your Images Carefully Show Rather Than Tell Use What's Familiar to Your Audience The Call to Action Add Directional Cues Put the most important content above the fold
Fundamentals of Design
Keep it Clean
A minimalist approach to design helps to focus on the message
There should be nothing on the page to distract from your core message
Only include links if they're absolutely necessary, such as the Buy button, or for an in-depth tutorial of your product
There should only be three routes out: finding more about the product, buying the product, or the web browser back button
Choose Your Images Carefully
Images can be the best way of showing off your product
Images are eye-candy, but when it comes to a landing page, images are mostly clutter. Images distract the reader from your main point, and increase the load time of your page
Research by the Aberdeen Group found that a one second delay in page load times meant 11% fewer page views and 7% fewer conversions
Show Rather Than Tell
When it comes to sales, the more you can show what your product does for customers, the stronger your sales message
For example, if you're selling a web app you could offer a guided tour of product features or if you are offering an e-book or e-course, you can provide a sneak peek inside
Use What's Familiar to Your Audience
Using what's familiar to your audience helps establish trust and boosts conversions
Landing page design should be such that it matches with the colors and fonts of the website
If readers are clicking from website, then the transition from main site to the landing page should appear seamless
The Call to Action
Call to action tab should be prominent and big in size so that it is easily noticeable
The call to action tab should be with rounded corners in shape
Color should contrast from the rest of the site so it sticks out
While deciding the color of call to action tab color wheel should be taken in consideration
Add Directional Cues
Put the most important content above the fold
Most people view just above the fold, be aware of that
Content
The Headline needs to make a keyword connection Focus on one thing Showcase the value Use a second person narrative Use bullets Text on button
Fundamentals of Content
The Headline needs to make a keyword connection
Connect the visitor’s expectation to the first line they read on landing page
The prospect just clicked was about something specific, so the headline should deliberately reiterate those words
Assure the visitor he landed on the page he needs
Product Keyword
Brand Keyword
Need Keyword
Keyword-targeted experiences
Focus on one thing
An effective landing page must be singularly focused on one subject
Deliver information on point with exactly what your visitor came for
Showcase the value
Highlight the value of your offer multiple times on your landing page
Use subheads and captions to state the value of your offer in a variety of places on the page so they can’t be missed
Use a second person narrative
Simply stated, use the word “you.” Don’t refer to your visitor as a job title or generic seeker of a resolution to a problem. Don’t refer to your company by its name if you can help it. Write “our.”
Use bullets
Bulleted lists work great on landing pages
Its easy to preview the contents in short and sweet passages
Use icons or small images to steer the eye to the main points
Text on button
The question on the user’s mind is what do I get and how?
Its better to use verbs. Include phrases such as “Learn how to…” “Get insights…” “Save time…” “Download the…” “Know more”
Remember to say thank you
A must-do best practice simply because it is polite
They are a way for you to thank visitors for their time and interest and to confirm that they did indeed complete a purchase or that the whitepaper is being sent to their email
They are a great chance to upsell your visitors and to continue their experience with your brand
Don’t Keep Lead Capture Form plain
Form Placement
Ask for Less information
Fundamentals of Forms
Don’t Keep Lead Capture Form plain
Before After
V/S
Form Placement
Always place your form above the fold
A study done by Neilson Group a few years ago with 232 participants reading thousands of websites show that the dominant reading pattern is in the shape of an F
Typically, a reader starts at the upper left hand corner of the page and their eyes will horizontally scan the entire width of the text
Ask for Less information
Ask only for the information which is needed to move the transaction forward
Dan Zarrella at Hubspot researched 40,000 web forms from their customers and discovered that the conversion rate increased by 50% simply by reducing the number of form field from four to three
4 steps for making an effective LP
Right FoundationBuilding Page Level StrategyTesting the Landing PageOptimization
Testing the LP
A/B Testing
Multivariate Testing
Innovate varied alternatives
Make sure the page loads fast
Use Heat Maps
A/B Testing
A/B testing is a good method for innovation test cycles where you are testing two or three wildly different landing pages
vs.
Multivariate Testing
Multivariate testing is perfect for iteration cycles where you are to refine a landing page by testing variations of page
V/S
Innovate varied alternatives
Innovation testing cycles should test pages that are very different from one another – significantly different
Make sure the page loads fast
People don’t like to wait, attention spans are short
Keep your landing page simple
Don’t use many images or videos which will cause delay in loading
Google Developers can help to know how fast our page gets loaded
Use heat maps
Use heat maps to see where people are clicking the most
This will also help to notice sections where people tend to click, but which aren’t clickable -
4 steps for making an effective LP
Right FoundationBuilding Page Level StrategyTesting the Landing PageOptimization
When LP Should be Optimize?
Low Conversion Rate
High bounce rate
Low time spent
4 easy steps to optimize your Landing Page
Tweak Your Page
Monitor Stats
Tweak Your Page
Remove everything that's not relevant to your landing page goal
Make it simple Tweak the copy Tweak the design Make your forms simple and compelling Play around with buttons Insert directional cues Tweak your offer
Discussion
Thank You