Spirus writes:
In the last post of our series on Online Marketing we would like to tell you how to create the perfect landing page. We don’t want to get too technical here so we’ll only cover the basics of why it is important to have a landing page.
There are a lot of definitions floating on the internet describing what a landing page is and some of them can be a little bit confusing. We marketers sometimes like to distinguish between pages, but for the average Internet user, the difference can sometimes be unclear.
A landing page, in short, is a web page which serves as an entry point to your website.
Landing pages should target a particular audience; they may bring in visitors from an email campaign or they may enter through a ‘pay per click’ advert online.
They should also have an objective; for example, by having a form on there to capture valuable information about the visitor. You could also use it to create anticipation about your product launch or to segment your website visitors (your target audience).
Now that you have a better understanding about what a landing page is, here are some basic tips for optimisation:
- Be very clear and specific right from the start – you have very little time to convince the visitor to sign up to your newsletter or free trial. Keep it simple, less is more!
- Have clear objectives for your landing page – for example if it is to encourage them to sign up to a trial, make sure you create your landing page to serve just this one objective.
- Keep clutter and unnecessary info to a minimum.
- Have a strong title – emphasise the most important selling points.
- Capture your visitors’ information – as we’ve said before, this is usually done through a simple form.
- Focus on delivering value right from the start – tell them how they are going to benefit from what you are offering. Remember your value proposition.
- What motivates your buyers? - Take time to understand their purchase behaviour and give them any information they may need to make that decision.
- Add an image to support your copy – you could also use a testimonial to build visitor’s confidence in your product/brand.
Use these tips when creating your landing page and you’re on the right track to increasing your conversion rate from lead to customer.
This is the last in our series about Online Marketing. We hope you’ve found them useful and as always, don’t hesitate to give us a call if you want to discuss some of our ideas or just want to share your experience.
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