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Ikea has the best landing page for inbound marketing

Posted by Patrick Murphy on Tue, Nov 10, 2009
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On the weekend I made a trip to our local IKEA store.   I was really impressed by their method of leading potential clients through the store insuring that they have the best opportunity for you to purchase their items.

Ikea Arrow

We were led up a stairs to the start of the showroom and had to follow the arrows around to really find our way back out.  Did we mind, no,  but did we purchase ... yes!  I stopped and looked around and everyone was following the arrows.  So regardless of what you came in for, you saw everything.

This is the same reason why supermarkets place milk at the back of the store, they have more chances of you purchasing than if the milk was at the front.  However IKEA have taken it to another level.

So what can we learn when creating our own landing pages, here are a few simple tips.

Think about the mindset of the visitor

  • Why are they there?
  • What do they want?
  • Does it make sense?
  • Does it look easy?
  • Do they trust you?

 

Landing page tips

  • The blink test
  • Go naked - strip it back, look at the Google home page. It works for them.
  • Graphics matter
  • Keep it simple
  • Keep it short
  • Mistakes to avoid
    • Don't put form below the fold
    • Don't ask for really private info
    • Don't use a clear or cancel button

Call to Action Tips, follow these tips more affect results.

  • Action Oriented & Positive (Try click here as part of it)
  • Simple & Clear
  • Make it Pop
  • Link both text and Image
  • Targeted to Audience

 

Summary Tips

  • Eliminate Distractions
    • No other call to action, maybe no navigation
  • Show the benefit
    • Image of what they are getting
  • Build trust
    • Privacy policy, security if appropriate
  • Keep it simple
  • Short form, simple text, pictures,
  • Test, measure, and test again

If I have missed anything, please comment.

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Comments

I agree with much of what you say, but on two issues I would differ. 
1. Google relies on its millions of links and its reputation for its popularity. 
2. I don't believe that graphics matter - they are often a hindrance rather than a help. 
Posted @ Tuesday, November 10, 2009 4:50 PM by Chris Lewis
Hi Chris, 
 
 
 
You are right about your comment. But what I was getting to as a landing page Google’s is far more successful that Yahoo’s. This is because once you land on the page it is simple and short, you search. 
 
 
 
Does this make sense? 
 
 
 
Thanks for the comments 
 
 
 
Patrick 
 
Posted @ Wednesday, November 11, 2009 4:34 AM by Patrick Murphy
Landing pages + CTA is very important for any website. If your users are not guided to take an action, why have them there at all?
Posted @ Wednesday, November 11, 2009 5:59 AM by AntonRSA
Make sure you include the key words/phrases that people were searching when they arrived at your landing page to reassure them that this is exactly the answer to what they were looking for.
Posted @ Friday, November 27, 2009 11:36 AM by Christine Gupta
Good point, I find it funny how many companies have no landing pages
Posted @ Friday, November 27, 2009 1:27 PM by Patrick Murphy
I see what you mean with the google thing, in design clean is good. It means that people have a clear choice as to where to go. It still amazes me that some sites that sell things don't make it clear how to add something to the cart. You must have a call to action. Tell people what they need to do with a clear path.  
 
Nice artical by the way Patrick
Posted @ Tuesday, February 09, 2010 12:51 PM by Bianca White
Hi Bianca,  
 
 
 
You are so right. I read a few weeks ago treat them as if they are a little stupid! 
 
 
 
By the way, cool website
Posted @ Tuesday, February 09, 2010 12:58 PM by Patrick Murphy
Thanks! 
 
From the studies I have done in human behavior. Its that people are busy and over stimulated by images and messages everyday. No one wants to solve a puzzle to be able to know what your site is about, how it can help them and what to do next! People love Steps i.e. Step 1 Step 2 etc. If you look at successful sites like google and others they prompt you to action and its clear what to do next!
Posted @ Tuesday, February 09, 2010 4:34 PM by Bianca White
Good Post. I'd add in always use a strong customer quote near the " 
submit" or final button to add that little extra comfort level right at the critical moment
Posted @ Wednesday, March 17, 2010 8:52 AM by Dave Finkelstein
Hi Dave, 
 
 
 
That is a great idea, thanks for your great tip.
Posted @ Thursday, March 18, 2010 4:43 AM by Patrick Murphy
I have been so busy helping everyone else, sometimes you forget to clean up your own site. I read this post a while ago and have spent a little time working on my main Website Redesign landing page, I guess its a bit like being a builder you are so busy doing other peoples things your own home is lacking. I think it could be getting there. I am trying to lead people through steps hmm..
Posted @ Thursday, March 18, 2010 5:12 AM by Stephanie
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