Many people get confused between a landing page and a home page, and while most think they’re the same, the reality is something else entirely. A homepage is just an interface where users can navigate through a site’s various offerings and get other information such as contact details and addresses. But a landing page is more of a promotional tool that is usually aimed at obtaining a call to action, such as calling up their toll free number or making a reservation or booking an appointment.
Developing a unique and easy-on-the-eye landing page is a critical component of any ecommerce marketing strategy. The simple fact is that if a potential customer is faced with a landing page that is relevant to him or her, they are more likely to go to your site and browse its contents. Analytics have proven that conversion rates from a well-designed landing page are typically higher than a generic web page or home page. Let’s see what a good landing page and a bad one looks like.
Good – Best Buy
Best Buy has clearly nailed it with their landing page. The above is a screenshot of “Nikon” category of the BestBuy.com website, and has the products sorted by default as best sellers. This not only makes it entirely relevant for someone looking to buy a Nikon camera, but also allows the visitor to stay within the particular brand, without having to lose search preferences.
Bad – Hermes
A typical example of a bad landing page is the Hermes clothing website. Everyone loves clothes, but the entire shopping experience is ruined with an over cluttered web page. Not to say that it’s badly designed, but it’s a case of creativity gone too far. The site is extremely cluttered as the designer probably didn’t want to bother himself with creating additional pages, the navigation so totally off and can even be confusing at times. And most importantly, there is no call to action, not even a “go to” button for anything. Thankfully, the famous clothing manufacturer finally got the hint and redesigned their pages to facilitate a clearer form of navigation.
Another question you might be asking yourself is whether any of this really matters. The answer is, yes because no matter how great your products are or how much demand there is, you’re going to lose out on a lot of business if you haven’t made sure that t the CTA is present above the fold. No one will feel comfortable with moving ahead with your site when they don’t know what to do when the time comes to make an actual purchase. So, here are a few tips & tricks you can use to ensure that you end up with a landing page design that it right for you.
1. Know Your Audience & Send them to a relevant and targeted page
Before you do anything, it is important to not just know your audience, but also to understand the objectives and motivations of all the users who will reach your landing page. What are kind of products they’re looking for, the kind of questions they’ll have, will all allow you to design an appropriate landing page that will give your customers a comfortable customer experience.
Secondly, your homepage should be a mashup of goal oriented communication and highly-informative content. Figure out whether your potential customers are the type who are curious explorers or the kind that would click on an ad banner or link.
2. Provide a Consistent Experience
Right from the beginning of your landing page, through the advertisements, all the way onto the destination site, make sure you follow a consistent pattern of design, content and tone. This should also match with the sentiment of your target base. A child-centric website should be colorful and engaging, while an engineering website should be concise and professional. Basically, you should just end your process in the same style that you began.
3. Focus the Visitors attention
Nothing is going to make your site more engaging and lead to higher conversions than a big and attractive headline that tells your customers what you have and how they can get their hands on it. If you have something on your landing page that manages capture their attention, they will most likely stop, read it, like it, and eventually open up their wallets to buy it.
4. User and traffic segmentation
A more technical aspect of your landing page, you should create a landing page for each segment of products and drive your trafﬁc via appropriate sources, especially if you have multiple types of users. If your landing page has protracted logic or geo-tagging features, you can create a single landing page that automatically changes the content based on the kind of visitor.
5. Remove the clutter
As you create a landing page from scratch, keep reviewing your work after every new element that you add on to it. If you can’t get any perspective on your own, ask a third party to view it and check if the page looks too cluttered. If there are too many things that are vying for your customer’s attention, you might end up confusing them and losing them for good.
6. Experiment with Media Types
With the introduction of broadband and optical fiber internet connections, there are no barriers to the kind of media that you can use to captivate your audience. In fact, video has probably become the most prevalent form of media in the market today. This engaging video on your landing page can mean the difference between a customer viewing your message and actually hearing it. Try out different forms of media depending on whether it would go well with your target audience.
7. Build Trust & Security
No one likes a spammer, and no one will ever want to visit a website that promotes spam on its landing page. Ensuring that none of the above are present on your website will almost guarantee that you gain the trust of your potential customers. And with today’s proliferation of spam and cons, there has never been a more important time to build trust and ensure security.
Apart from building credibility, having a few user or celebrity endorsements added to your landing page will make it look professional and dependable. This is ensure that customers are confident when dealing with your website. It’s not like people will dismiss any ill effects of product defects if they’ve been endorsed by some celebrity, but it will certainly build and instant sense of trust.
9. Setting expectations
Another vital element that is overlooked by website designers when designing their landing pages is that they often set extremely high expectations with all the marketing content that they stuff into it. The problem with this is that even if you manage to get the user to go on to your website, they’ll probably leave as soon as they enter, after seeing the reality of what is being offered. It’s best to portray your products or services in a good light, while setting realistic expectations of what they’ll get.
10. Use directional Cues
That last and most important aspect of designing an effective landing page is having a clearly defined call to action that is highlighted by a couple of directional cues. So, if you primary goal is to get the viewer to fill out a form with their personal details, make sure that you visually direct them to it.