Many Coffs Harbour businesses realise that a landing page is a very important tool for online marketing. Also known as a lead capture page the definition of it is a single page that appears in response to clicking on an advertisement. These pages are usually designed with a clear scope: to sell or make the user subscribe. They are normally extensions of the advertisement link the user clicks on. You can find links to landing pages on social media, e-mail or search engine marketing campaigns and many other places. You can find them all over the internet. With a clear goal of converting the visitors into buyers or subscribers, the landing pages have to be convincing right from the first moment. Otherwise, they will not lead to the desired purpose.
1. Embrace or avoid the fold
There are many discussions about the fold on the internet, and even if I don’t have a preference, I can see that each one of them has advantages and disadvantages. The fold (the part of the page visible without scrolling down) can be used to your advantage if you manage to make the user scroll down. People say the users do this anyway, but I might not agree. If the things above the fold are not interesting, I will not scroll – why would I, after all?
Although I do not think designers should expect people to scroll, if they have a nice teaser over the fold then they can put much more information about the campaign or product under it. For example, I’ve seen landing pages with illustration above the fold and with the boring and long text under it. The illustration got the user interested, and now it is more likely for him to read the information, regardless of how boring it is. This is the way I usually like to advise people to do it.
2. You need a clear call to action
The first point we’ve talked about is not the most important – this one is. Having a clear call to action will not distract the user’s attention and he can focus on the purchase (which is exactly what you look for). It is a huge mistake to design a cluttered landing page and not make the call to action clear because in the end, it all comes down to how much you’ve sold. The page has to be simple and explicit for all kinds of users. Bear in mind that not only IT experts and computer geeks visit the ads, so do beginners. The purpose of the website needs to be defined by the user within a matter of seconds.
It is not difficult to focus the call to action; you just need to use some of the following elements:
- Ask a question
- Make use of the graphics to direct the user’s eye (no Vegas Lights though, please – gradients or background images work well here).
- Keep the most important thing on the top of the page
- There has to be a contrast between the dominant colour of the page and the call to action. It needs to stand out.
- Keep it short – one sentence should be enough; simplify everything as much as possible – you need to sell, not to tell stories.
3. Use infographics
It should be clear for everybody out there that landing pages with long blocks of text will not sell anything. People do not read too much anymore; therefore, we have illustrations, animations and sound to replace the old way of doing it. Text does not grab attention, graphic elements do. Therefore, you should try to maintain a balance between these two. I know it is difficult because people should be interested in text and what you offer, but they are not; you are there to make them buy. So design the way they want it!
Text and graphics can easily be combined by a good graphic designer, so if you are not one of them, we are happy to help. This concept is called infographics. They are quite easy to notice, and usually, they get the point across to the viewer quickly. This way you can have both text and graphic in one interactive concept and make them work together.
If you are stubborn and really wish to insert blocks of text, look into a typography manual. Keep the font at a decent size, increase the line height and pick a friendly and easy-to-read font. People are more likely to run away (and they will, trust me) if they see a large block of text. It gives a feeling of the internet back in the 90s, for those who experienced it – you don’t want that on your landing page.
4. No other links on landing pages
5. Offer something for free
There is nothing wrong with offering something for free in exchange for the e-mail address or whatever it is you are asking for. Most of the time it actually helps. Make sure your landing page specifies that you offer a product, trial or anything else for free. Is there anybody out there that doesn’t like free stuff? Free always works, so why not go for it.
Although free always works, this doesn’t mean you should literally have the word all over the place. Quotes like “No obligation”, “No charge”, “No credit card required”, “No commitment required” and many others work very well too.
6. Where to sign up?
Landing pages are not only made for selling something, but also for convincing users to sign up for future details or updates. But how do you do this?
Well, this might be a difficult one, because you have two options: you can insert a form or make a call to action button which links to a form completion page. Which one should you use? It depends on the type of form you have.
If you need only up to four fields to be filled in, then put the form. Otherwise just create a call to action button which will take the user to a separate page where he can fill in a form with more fields. If you choose this, then make the button big and let the user know he goes to a page with a long and boring form to fill. If he gets there, it has to be his choice, and he has to know what he should expect.
7. Focus on security too
Most of the users tend to feel more comfortable on any kind of page if they notice these elements, therefore try to have as many as possible. Don’t forget you’re dealing with personal information such as e-mails or phone numbers or, even more, addresses and credit card numbers.
8. Closely follow the progress
There are many tools on the internet which can help you track the progress of your landing pages. The best of them is by far Google Analytics, which gives you an insight into how the users interact with your page. Try to look as much as possible into that and increase the conversion rate of your landing page. The Website Performance Reports which are part of our Website Management Plans are of great assistance in this regard.
Having a landing page is something more and more Coffs Harbour businesses look into nowadays. They may sell a product, write newsletters, tease people with gossip from the latest technology trends or even spam users, all of them look to have a landing page which collects as much information as possible. Try to follow the tips above and tell us how well they’ve worked for you. If you think we’ve missed something, don’t hesitate to send us a message.