While technically any page that a user finds your site through is a landing page, the focus of this blog post is specifically landing pages for marketing campaigns.
These types of landing pages are created with a specific purpose in mind, designed to guide users towards an action or goal, such as signing up for a newsletter, registering for an event or making a purchase.
Best practice for landing pages
Getting users to your site is only the first half of the battle: a well-designed landing page is vital to secure conversions. It isn’t as simple as just slapping a call to action (CTA) on a page and hoping that users will convert, instead, you should put time and careful consideration into the design of your landing page.
Clear purpose: it should be immediately apparent to any visitors what the purpose of the landing page is. For example, if you want users to sign up for your newsletter, make sure that this is conveyed clearly and concisely. Many users may not spend a lot of time on the landing page, so they must be made aware of its purpose as quickly as possible.
CTA: Your CTA should stand out prominently on the page to convey what action users should be taking next. Use text that is noticeable, clear, and easy to read and interact with, such as “Sign up now” or “Buy now”. In many instances, it’s good practice to have multiple CTAs within a single page.
Persuasive copy: The purpose of the landing page is to push users towards an intended action, so any copy on the page should be persuasive and easy to understand with a focus on the benefits of the action. What can signing up for the newsletter offer the user? What are the main USPs of your product? Concisely summarise these points to encourage users to complete the action.
Engaging visuals: Visuals can be beneficial on a landing page if they capture attention and make the page more visually appealing. However, they can do more harm than good if they are not relevant to the purpose of the page, or if they overpower the page and take focus away from the CTA. Only include visuals if they support the message and enhance the overall user experience.
Social proof: Depending on your desired action, it can be beneficial to include some form of social proof to build trust and credibility with new users. This isn’t as relevant for landing pages designed for newsletter sign-ups, but if you’re trying to encourage users to make a purchase, showcasing some reviews or testimonials can be the reassuring push users need to convert.
Avoid distractions: Whilst taking the above advice into account, it’s important to avoid cluttering the page with any elements that could distract the user from the main message and CTA. The design of a landing page should be clean and well-focused to guide the user towards the desired action. Keep additional information and elements to a minimum and ensure that everything added is both relevant and beneficial to the page.
As with any new page on your site, you should also consider:
Mobile optimisation: it’s essential to ensure that your site is optimised for mobile users, and landing pages are no different. This is especially important if you plan to send users to your landing page through methods such as email and social media ads, as the majority of these users will arrive at the site on a mobile device.
Testing: continuously test different elements of the landing page, such as the CTA, copy, images and layout to determine what works best with your audience and results in the highest conversion rates. Implement tracking tools and monitor the analytics of the page to analyse user behaviour and conversion rates. This data can be used to further optimise the performance of the page over time.
A landing page can be a valuable tool for securing conversions when done correctly. If you need any help with your upcoming marketing campaigns, contact our friendly agency today.
