It’s possible to measure the value of each landing page via analytic reports that highlight engagement metrics for visits started from a specific landing page. These reports give an instant understanding of how a page performs and once armed with this knowledge you have a better understanding of where to focus your optimisation efforts through design and segmentation.
Designing a landing page
A landing page needs to be simple with a clear call to action so your visitor will give you what you want.
Say you want to improve the number of people signing up to your newsletter. Is your sign-up form obvious with a clear message? The website below has placed a simple form in a prominent position on their home page. The enlarged size and bold colour choice draws your attention along with a clear statement on the benefits signing up.
The above example demonstrates capturing data on a home page, however sometimes visitors will click through to a landing page from your home page or arrive there from an ad or social media link. In this instance, the page is created for one purpose only.
In the example below the landing page has been designed with easy-to-read copy and large images to help generate interest and sales of a mobile app.
To ensure your landing page is giving you maximum performance, here are a few more tips to consider:
- One thing at a time – A business may have many great products, offers and services, but throwing them all on the page is distracting and confusing to customers. Just focus on one thing because the less options on the page, the more chance the customer will pick it.
- Keep your focus – In the same way that you shouldn’t bombard your visitor with too many options, don’t fill your landing page with too much detail about your company. Be specific.
- Don’t distract your visitor – Placing links on your landing pages to other potential areas of interest will lead to your visitor following a bread trail and forgetting about what you were offering in the first place. Remember – one campaign at a time.
- Highlight the benefits – Your landing page is where you tell your customer about the benefits of making a specific action. What will they get from the transaction or by signing up? Maybe you can offer something free or provide a discount for buying or signing up today?
- Make it easy – Everyone is busy, and attention-spans are short, so be mindful of the fact that your visitor doesn’t have time to mess about by making it easy and clear about what they have to do. The more steps you provide, the higher chance they’ll leave the page and then your campaign will suffer.
- Clean and simple graphics – Graphics and imagery can be distracting, dull graphics don’t entice people to action your request, too few graphics don’t inspire confidence or give a clear message on what you’re about or what your customer can expect from the transaction. Keep your graphics simple and in step with the tone of your business, website, and product.
Read more about optimising your PPC landing page
Landing Page Segmentation
Using various metrics it’s possible to know where someone clicked to arrive at your landing page. What isn’t so obvious is who is on your page and why:
- Are they the person who makes the decision to buy, or the person who influences someone else?
- Are they researching or buying today?
- What motivates them to buy – price or features?
By offering segmentation choices on your landing page, you can filter your visitors so they head in the right direction thus enabling you to market the product or service more effectively. Segmentation can be based on product features, gender, location…the list is endless.
For example, say you’re selling wireless security systems to private and residential customers. Someone performs a search for ‘wireless security systems’ on Google and your website appears. They click the link and land on this page. They know they want a system for their home, however this company didn’t have that exact information – so they asked …
As you can see, the visitor is given a clear choice. When they click on the choice relevant to them, they’re put into a specific segment and will be taken to a subsequent page for who they are and what they need. This experience increases the chances that the visitor will convert into a sale.
By avoiding the ‘one size fits all’ landing page, you can control the segments your visitors are placed into giving them a better online experience and you a more targeted and relevant audience. This will help improve chances to convert an enquiry into a sale, and provide you with effective online traffic data to further improve your landing pages.