Landing Page Design
Digital Agency VOLT LAB
What is a Landing Page?
You’ve been there, got the website and the T-shirt! What more do you possibly need? We’ll give you a clue with this variation on a knock-knock joke!
“If you had a landing page you wouldn’t have to ask who was there?”
So why do you need a landing page design if you already have a website? First let’s clarify the term: A landing page is any page that a user lands on after clicking a call- to-action. A landing page is a dedicated stand alone page that is not part of your website and is used for a specific marketing campaign.
Many campaigns use a variety of website resources like homepages, “About” pages, or “Contact Us” pages as landing pages, that does not make them landing pages.
Look at it this way; you wrap a towel around a pot of tea to keep your tea-pot warm. The towel may indeed serve this purpose, however the towel remains a towel, it is not a tea cosy. Likewise you can direct users to a page, however this doesn’t make them a landing page.
A landing page is a stand-alone web page, disconnected from a website’s navigation: It has two purposes:
1. To capture leads
2. To entice potential customers
One landing page = One message. You create separate landing pages to share different messages, capture leads and to warm up new customers. Landing pages are separate from your website as they are only designed for campaign traffic with a single objective. Because they are separate from your website it’s easy to quantify their success.
As businesses become more data-driven, custom designed landing pages become more popular for their ability to deliver high ROI. Research has shown that companies using 40 or more landing pages generate 120% more leads than those using less than five. The interpretation of that data is simple: If you want more conversions, you need more landing pages.
Landing pages convert better than other web pages
Every promotion needs its own landing page design to generate more conversions for your business.
User expectations need to be met with message match
When a prospect clicks through your advertisement or promotional link, they’ll have certain expectations for the landing page. It’s your job to meet these expectations with something called “message match.” (Gives a whole new meaning to the term, a matchmaker!)
These three must-have’s are essential for your landing-page
1. The landing page headline must match the corresponding ad headline.
2. The landing page copy must match the copy of the ad.
3. The image on the landing page must have a visual representation of the offer
When visitors arrive on your campaign page their expectations need to be met. KISS–Keep it sweet and simple. You have something to offer so tell users what it is and how they can get it. Deliver a strong message, establish trust, and count the conversions.
Prospects are easily distracted with an imbalanced conversion ratio
The term “conversion ratio” refers to the amount of outbound links on a page compared to conversion goals. On your landing page design, that ratio should be 1:1. Remember that means there should be only one outbound link and one
Your conversion goal
We all have a raison dêtre, a reason for existing. Whether it’s family, career, or caring for animals. Likewise your landing page has a reason for being. Each landing page design should only have one goal. It stands to follow that each landing page has a different reason for being, a different conversion goal.
Conversion goals for:
- A report landing page are downloads
- A free trial landing page are signups
Antoine de Saint-Exupéry once said, “Perfection is achieved not when there is nothing more to add, but when there is nothing left to take away.
Each landing page design should only have one goal. If your landing page is built for the purpose of getting prospects to sign up for a free trial it shouldn’t also attempt to convince them to download a report. Two call-to- actions will steal conversions from each other, as opposed to increasing conversions. Instead, it’s better to build a separate page for each. This practice is based on research that shows what happens when people are presented with too many choices. Ever gone to a mall to buy an article of clothing but you’re so overwhelmed by the choices that you leave empty-handed?
- Sheena S. Lyengar, from Columbia Business School is one of the world’s experts on choice. “Too many choices can overwhelm us and cause us not to choose at all! For business this means that if they offer us too many choices we may not buy anything”.
- Hicks law, or the Hick–Hyman Law, describes the time it takes for a person to make a decision. This is influenced by the choices they have: increasing the number of choices will increase the decision time
We know that too many choices can have a negative consequence:
- People delay choosing
- People make wrong choices (this means even if your offering is better than your competitors they may not choose it)
- A good choice may still cause the consumer buyer’s remorse as they are haunted by the other options they turned down
Every additional option presented on your landing page design, whether that be a second offer or several outbound links to other web pages, can potentially decrease prospect satisfaction and detract from your conversion rate.
These are any links that drive users off your landing page. There should be no outbound links in your logo, in the body of your page, or any links in a navigation menu (because your navigation menu should be non-existent).
The only link that should drive visitors off the page is the one in your call-to- action button. When they click it, your visitors should be directed to the next step in the conversion process, whether that’s another landing page or a “thank you” page. Any other outbound link detracts from your conversions.
Digital Marketing Campaigns can Benefit From Targeted Landing Pages
Any digital marketing campaign can benefit from the help of a targeted landing page design. However for paid promotions, a landing page is not a luxury it’s a necessity. When you’re spending valuable chunks of your budget to generate traffic, outbound links and lack of message match can translate to lost dollars. The following are campaign types that should not, under any circumstances, be run without a landing page. (See warning flashing sign)
Paid Search Campaigns
If you use AdWords or Bing Ads to drive traffic, your campaign won’t reach its potential without a landing page. Google has made it clear in its advertising guidelines that a landing page has a giant impact on Quality Score.
Without a dedicated landing page relevant to your visitors’ search, your campaign will be penalized, which will result in lower ad visibility and ultimately less traffic to your website.
Google has advised on the following.
Landing page experience is AdWords’ measure of how well your website gives people who click your ads exactly what they’re looking for—quickly and effortlessly. Your landing page is the URL people arrive at after they click your ad, and the experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.
Paid social media advertising campaigns
Paid social media advertising has increasingly become much more powerful in the last several years with the fine-tuning of pinpoint targeting (and retargeting) capabilities. But those targeting capabilities are wasted if you send traffic to a web page with general and scattered information (like a homepage or an “our services” or “products” page, for example).
Highly targeted ads need highly targeted landing pages with message match to generate maximum ROI. You need to deliver a highly relevant landing page experience. Those who click your ad do so because they need or want something you have. That’s why it’s important you deliver exactly what you promised in your ad. Sidebar: You expect your best friend to give you a personal and thoughtful birthday present. When you unwrap the parcel you will either be delighted or disappointed. Do not disappoint your user, unlike a best friend they aren’t forgiving!
The average AdWords conversion rate on the search network is 2.7%. On the display network, it’s just 0.89%. That means it’s likely anywhere between 97% and 99% of your traffic is going to need to be drawn back to your landing page. With personalized retargeting campaigns that deliver ads based on prospects’ behaviour, you can do that. According to the marketing software company, Marketo, personalized retargeting can boost conversion rate by 2 to 3 times on your landing page.
Email marketing campaigns
Email is still a marketers’ most valuable channel, delivering consistently high ROI. When combined with targeted landing pages, that revenue potential gets even higher.
According to the Email Marketing company, Get Response, landing pages are one of the eight “critical factors” of email marketing success. Personalized emails generate six times more transactions, and every personalized email requires a personalized landing page to match.
When a subscriber clicks on an offer in an email and is taken to a landing page, they are focused on one task and one task alone. That increases the likelihood of a subscriber following through with the action. If there isn’t a specific landing page for an email offer the subscriber is taken to the homepage, or a product page and has to work out how to take action.
And that’s where distraction creeps in. The homepage is also full of a dozen other links, tabs, and images. All of these things can be befuddling to this subscriber who just wants to follow through with the action outlined in the email. Tea break, social media chat, anything to alleviate that stressful moment and boom, the user has forgotten all about you!
That’s why landing pages are so effective. They cut through the clutter. A subscriber is less likely to get sidetracked, or confused because they arrive on a page that focuses on the offer from the email and allows them to take action. Landing pages offer personalization and focus.
Sheena Lyengar makes sense of it all:
When people are given a moderate number of options (4 to 6) rather than a large number (20 to 30), they are:
1. More likely to make a choice
2. Are more confident with their decisions
3. And are happier with what they choose
So now you have a choice to make.
Do you continue marketing your business with just your website, or do you create a separate landing page?
The choice is simple, it’s yours and we know you’ll choose the right one!