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What Makes a Good Landing Page?

Are landing pages all they're made up to be? And what are they anyway? Let us explain...

Houston: Your Visitor Has Landed!

Cool, this is what it’s all about!

You’ve advertised on Google or posted on Facebook or done some other wizardry to attract someone to your site. The question is, where do you want your new visitor to land on your website? Your answer will have a huge bearing on the likelihood of them becoming a customer.

Attention Deficit is a Thing

There are an awful lot of websites out there vying for your visitor’s attention, and they know it. There’s a good chance that if they’re actively looking for the product or service you sell, they’ve opened three or four sites in separate tabs – and will now give each one less than 5 seconds to grab their attention.

Five seconds? Is that all? 

Yep, if that.

If your advert simply sends them to your homepage you may be on to a losing strategy because it will be showcasing everything your company does, not the thing they came for specifically.

And it’s that specificity that counts. If you knew in advance that your visitor had the attention span of a goldfish with a concentration problem, how would you design your page to grab their attention?

 

A goldfish, yesterday

In other words, if your advert or link is about Organic Fish Food, your goldfish visitor has come for organic fish food, not aquariums, not tropical fish, not water filters or any other fish accessories. They want fish food, and fish food they shall get.

All this means that when they get to your website, the only thing they should see is the exact thing that they came for.

Give ’em What They Want

So, if your link was specific, like the fish food example, and you know you’ve only got their attention for a few seconds, ask yourself what message do you need to convey?

Take a look at the landing page below. This first one is a real homepage for Complete Aquatics, which does what you would expect a homepage to do – it introduces the business by showing the range of products they supply.

But if you’ve just followed a link promising Organic Fish Food, what are you supposed to do now? They may or may not do fish food (I didn’t check!), but for our attention-limited visitor, what’s clear is it isn’t clear whether they do fish food.

 

The homepage for an aquatic supply business

So here’s another landing page candidate. Remember, the visitor has just clicked on a link specifically promising fish food:

Fish Food Specific Landing Page

Ok, so we put it together in a few minutes for the sake of illustration and its not perfect, but it demonstrates a couple of key differences:

  • There’s not much to it. A large Hero image provides context and the eye is drawn from left to right.
  • We have the right product on the page!! Amazing! We know we’re in just the right place for our fish food!
  • We’ve got a short product description reinforcing that, yes, this is exactly what we were hoping for!
  • Call to Action button. This is awesome because our visitor doesn’t have to do any work at all – just click and buy.

Do you see how this changes everything? We’ve made the landing page absolutely specific to what the visitor clicked on, giving them exactly what they came for.

Below the Fold

Having given them what they came for within the Hero image at the top of the page, we can happily add more details or even related products further down the page.

What counts is what they see first. There must be no doubt that they’ve landed on the right website and there’s a clear call to action right in front of them – you had five seconds to get all that across, and the landing page above delivers.

Conclusion

Landing pages are much, much better at converting visitors into sales than generic pages. If you have an advertising campaign, break it down into specific products or services if you can and create a landing page for each one.

Here are some statistics to help drive the message home:

  • Having multiple offers on a single landing page can reduce conversion by up to 266%.
  • Companies that create 30 or more landing pages generate 7 times more leads than those that use fewer than 10.
  • Every extra second your page takes to load loses 4.4% of your visitors.
  • Click-through landing pages work best as opposed to those which ask for a form to be filled in.
  • Where forms are used, more than four fields will drive visitors away.
  • 80% of mobile visitors will decide whether to stay simply based on what they see in the first screen.
  • Navigation links (i.e. your site’s menu) reduces landing page conversions.
  • A/B testing can increase conversions by 300%

Whatever product or service you’re offering, it’s well worth your time creating a landing page for it – preferably two – and making your marketing campaigns product-specific. The reason for two pages? For A/B testing – make and test minor variations to constantly refine the page to make it as optimal as possible.

But whatever you do, don’t bring visitors onto a generic page like your homepage unless it really is the best landing page for them. Make the extra effort to create a landing page and see how it drives new sales!

Not Sure How? Get a Guru to Do It!

Would you like to implement specific landing pages on your site and test it with AB testing but you’re not sure how? Let the Cotswold Web Gurus handle it for you – just send us a message and we’ll call you right back.

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