Everyone will be aware of the term landing pages in SEO. Before diving into the content, let’s have a look on it.
- What is meant by Landing Page?
- Creating and Designing Perfect Landing Page
- Test and Optimisation Methods
Everyone will have a thought to make the best for their website visitors to get more profit from their business. In that case, creating a separate landing page by understanding the complete requirements of the users is a skill. In this article we completely explained about Landing Page Requirements & Optimization methods for better results.
It’s a web page deliberately created to help you convert visitors to your site into leads. When you work on digital marketing, you will driving your visitors to a page through which you will calculate conversion. But here we will have a separate landing page, which will not look like a normal page and it will be designed to address the customer requirements.
The landing page can be separated into two categories. They are:
- Click Through Landing Page.
- Lead Generation Page.
Click through landing pages: In simple words, when a visitor clicks on a link ad moves to another web page where a conversion can occur. In this type, the landing page will be addressing the specification & uniques of the product along with the comparison results. The content on a web page may vary based on the business domain. But the option to order a product or service will be available on another page which acts as a conversion page.
Lead generation pages: On the other hand, it largely exist to capture information about a visitor that will enable you to market to him or her at another time or via another method. In this case, everything will be mentioned on the same page to convince and to make the customer to process the order without leaving him out.
Landing Pages were created specially for lead generation. It may be easy to say but it definitely needs the skill to make conversion.
Creating & designing perfect landing page:
There are few things which people does not know what’s happening behind the process. Many business people make their business grow by landing page strategy. It is a kind of marketing tactic, which makes the business grow or fall. The landing page has much of its benefits and also plays a vital role in SEO.
Simple Ways to make your Business more Effective:
- The landing pages must be effective.
- Make some test and optimise it to maximum conversion rates.
Now we can discuss the creating & designing of perfect landing pages.
A good design supports the call to action, while a bad design detracts from it. When it comes to landing pages, less is definitely more. The simpler your page and its design, the more likely it is to convert.
Remove navigation elements: The first major difference between your normal website and your landing pages is that your landing pages shouldn’t have your usual site navigation. Only clickable links should be your call to action and possibly a link to more information for those who are undecided. Linking your logo to your regular home page can also be a good idea.
Simplify the site design: Your landing page should still echo the design of your regular website. Moreover, it can be done through the graphics, general look and feel, or your colour scheme and font choices.
Important parameters in designing a site:
- Long Pages vs Series of Pages
- Pay Attention to the Fold
- Below the Fold Calls to Actions
- Minimal Images & Larger Fonts
- Centred, Single Column
- Match the Look & Feel of Email.
Long Pages vs Series of Pages
When thinking about to use long page or series of pages, lets know the difference between them.
Long Pages: They are perfectly suited to content that’s shorter. They also have the advantage of only having to load once. Bandwidth and connection speeds could be an issue. The downside to landing pages is that they can get overwhelming with a lot of content, and can come across as spam if not well-designed.
Series of Pages(Mini Site): They have multiple pages with short content that funnel visitors from one step to the next along the conversion process. The advantage of getting users in the habit of moving from one page to another page.
Pay Attention to the Fold
Landing Pages are the area where fold is important. Make sure that your call to action is located on top of the page, where someone may click it without a scroll.The most important navigation elements must be located above the fold
Below the Fold Call to Action
You should not neglect those users who scroll. Make sure calls to action appear at regular intervals on your page, tied into the page’s copy. This becomes more and more important as your pages get longer. Make sure that your users have to do minimal scrolling once they decide to convert.
Minimal Images and Larger Fonts
Your landing pages should use only one or, at most, two images. You want to avoid visual clutter on the page, or anything that detracts from the message and call to action. But you can add some powerful videos like explaining the advantage of your products, customer reviews, product comparison and so on. It will help the customer to understand the things faster & better. The ideal line length for copy readability is 39 characters, so size your font and column width accordingly. Another major thing is, the typography becomes a major part of the visuals of this landing page, minimising the need for graphics.
Centred & Single Column
Centred, single-column landing pages convert best. And yet, there are still plenty of marketers out there who are opting for two-column designs. Make sure that you test single-column versions of any landing page design against any two-column versions prior to committing to a design.
Match the Look and Feel of Email
If your landing page is tied to an email campaign, make sure that the landing page echoes the look and feel of the email. The easiest way to do this is to carry over fonts, images, and colours from your email to your landing page.
Test & Optimisation Methods
Creating effective landing pages isn’t a one-size-fits-all project. What works for a site might not work so well for another. Finding the most effective page design is a matter of trial and error in a lot of cases. It’s important to test the different versions of your landing page to find the one that works the best for your particular situation. Without doing so, you might be leaving a lot of potential conversions on the table.
To optimise the website for your visitors, you can use Google Analytics for tracking and Google Search Console to index the web pages & to check the index errors.
For testing and optimization, it is recommended to check the Conversion Rate Optimization. It is a structured plan that helps you to increase the potential visitors with a narrow target. Also, if you can check the benefits of Conversion Rate Optimization then it will help you to know its importance better.
Thus, by following these steps the Landing Page cannot be a barrier to Digital Marketing.