Creating Effective Landing PagesLanding pages have been around since the early days of e-commerce when entrepreneurs first realized they could sell their products to a broader market by making them available on the World Wide Web. Unfortunately it seems like many website designers are not the best marketers who often leave some key elements out of their landing pages.
Landing pages for outbound marketing efforts are essential for any company promoting a certain product or service. The sole purpose of a landing page is to get a potential customer to purchase a product. It’s almost like a one-page infomercial. A relevant landing page has proven to have higher conversion rates, meaning they get more for less money. High-quality landing pages will also provide a boost for any PPC marketing by improving the rankings for a lower cost. With thousands of companies using search marketing to grow their business, it’s even more important to create landing pages that correspond to the ad to help stand out from the crowd.
Creating a landing page that drives interaction and sales is not really difficult as long as certain criteria are met.
1. Put your best foot forward
Put the most important information near the point where a visitor would need to scroll down. This should include the name of the product, what it does, call to action and exactly what sort of offer. Anything else can be left for later on the page. Furthermore, make sure all the important information is visible at eye level. This makes it abundantly clear to the visitor what this page is about and what it is selling.
2. Make sure your page looks credible
Nobody wants to purchase something from a page that looks fraudulent. Showing a visitor that this page is credible helps build trust, and eases some of the fear of purchasing from an unfamiliar website. Certain features like testimonials, company or product awards, products reviews and social signals are great features to include.
3. Don’t be cryptic
This relates to the first topic about leading with the most pertinent information. Landing pages are not meant to be a mystery novel where someone has to decipher what you are selling them. Do not make your audience solve the puzzle. Tell them they need a product, why they need it and put a good call to action to close the deal.
4. Personalize it
The content of the page should be to the point, but not too direct. Position the product in a way that leverages the audience’s motivations for purchasing the product. For example, a provider of encryption software could use a testimonial or video from a client who was a victim of theft and now uses this product without any issue.
5. Effective Call to Action
One thing I remember from my early days in sales is that the best salesperson asks for the sale. A landing page is no different. There should be a clear direction on what the audience is supposed to do, whether is it to purchase the software, subscribe to a newsletter or download a trial. Try to avoid something old and worn like “Buy Now” or “Order Now”. There are definitely more creative ways to drive a customer to buy than using tired clichés.
Landing pages can be an extremely positive component of an e-commerce business. If done correctly, they can be an effective piece of a marketing or web strategy and greatly help drive sales. However, if done incorrectly, they can have a detrimental effect and end up being a huge waste of time and resources.
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