February 15 2017

The Building Blocks of a Powerful Landing Page

Example landing pageYour website is like a department store full of information and resources. Some visitors come in on a regular basis, others only once. Some like to browse many different departments, while others know exactly what they want when they walk in the door. Additionally, some visitors might come in through your homepage (your front door), while others use many of the other entrances available to them. For visitors that know exactly what they came for, coming in through your front door might distract them from their goal. This is where landing pages become vital.

If you’re driving traffic to your site via outbound marketing channels, you’ll want to make sure those visitors arrive in a room that’s built for maximum effectiveness – and solely focused on converting to the next stage in the buyer journey. This room is your landing page. All elements of landing pages – from design, content, and functionality - need to work together to drive your visitors towards action and ultimately toward achieving your marketing goals.

Funnel your visitors towards conversion, not confusion

If you’re creating a landing page for a campaign, you most definitely have other pages on your website that are completely unrelated to the campaign. The last thing you want to do is spend time and money bringing in visitors, only to have them leave your landing page for a completely unrelated product or solution. The only way visitors should be able to leave the landing page is by completing a conversion, or closing the window.
So, rule number one of creating great landing pages is to eliminate site navigation, and to minimize links to other site content. Content on landing pages should be simple and benefit-focused, but if you still have a lot to say, use tools like tabs or accordions to streamline the content presentation. If you do have to link landing page visitors to other sections of your website, you should monitor that click traffic through an analytics platform for high abandonment rates. Additionally, you can set those links to open in a new tab or window so that your landing page remains accessible throughout their visit.

Greet them with a smile

When a visitor arrives on your landing page, you have a limited amount of time to engage with them. Attention spans are only so long, so you’ll want to make sure you’re putting your best foot forward, addressing key product features to hook in your audience, and making the desired action immediately clear. Visitors want to see relevant content that can be quickly absorbed, not a wall of text they’ll need to spend ten minutes reading. Recommendations include a powerful headline, bulleted content summarizing offer features, highlighting a featured rate or a limited time discount ”above the fold”, and including an interactive widget allowing users to quickly calculate payments, or video to foster engagement.

Arriving on a landing page, whether from clicking a paid ad, or navigating to a URL seen in print media, indicates that the visitor has intention to either learn more, compare, or complete a conversion. The landing page should be able to accomplish all of these, giving minimal chance for a user to drop out of the funnel.

Working in tandem with your campaigns

When developing a campaign, you’re probably designing outbound marketing for various placements. They could be billboards on a highway, online video ads, or mobile banner ads. If they’re part of the same campaign, they should have common design and thematic elements, regardless of where they’re seen. The same is true of your landing page. The overall design of the landing page should mirror the look of your ads, as well as the tone of your content. The idea is that a visitor feels that the experience that began with viewing an ad is continued when they arrive on your website.

Don’t forget to optimize for mobile visitors

The percentage of visitors from mobile devices has now eclipsed those on desktop devices, so many websites receive a majority of their traffic from mobile devices. If your landing page is tailored only to desktop browsers you’re going to greatly limit your chances at conversion. The building blocks of your landing page, including content, calls to action, and any relevant resources, should be organized in a way that doesn’t overload a mobile screen but still is informative and functional.

If you’ve been thinking mobile first for the rest of your website, your landing pages should be no different. If one of your conversion points is a phone call, you should have that prominently displayed as a call to action when a user is on a mobile device. If any step in your conversion isn’t responsive to mobile, such as a third-party application you don’t have control over, try to steer users on the path that makes the most sense on mobile. Calling a representative might be more time consuming than applying online, but if the latter risks higher abandonment you should push for the former.

Start laying a foundation for success

Once you’ve decided to develop a landing page for your marketing efforts, you should consider the following:

  • Have a single, clear and consistent call to action

  • Limit your visitor’s opportunity for abandonment

  • Highlight key campaign benefits

  • Match landing page content to marketing elements

  • Optimize for mobile devices

ZAG Interactive’s design, development, and marketing experts have strategized, designed and built many successful landing page templates for clients which have increased conversions when compared to non-landing page campaigns. Whether you need assistance in landing page strategy and content, or a complete landing page design, contact us to start building towards your goals.

  • Landing Pages & Microsites
  • Website

posted by
Patrick Trayes
Patrick Trayes
Associate Director of Client Analytics

ZAG Interactive is a full-service digital agency in Glastonbury, CT, offering website design, development, marketing and digital strategy to clients nationwide. See current job openings.
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