Landing Page Optimization Tactics: Know When to Keep It Simple
Posted by Patrick Murphy on Thu, Aug 25, 2011
First, let’s make it clear what a landing page is actually for. In the most simple of senses, a landing page is any web page on your site that a visitor may enter your site through, or “land” on. However, in the marketing and advertising worlds, a landing page will be a standalone web page which is distinct from your own website and serves a very focused objective.
Where are your call to action buttons?
A quick note from us, on the broader use of landing pages – if every web page is accessible to the user and every page could be a landing page, always include a call to action on that page- i.e., every page on your website should contain at least one call to action. This is making your webpages do actual work rather than just being places to display content.
So, a focused landing page should have no overall tie to the rest of your website. Navigation should be removed, to focus the user on the task of hand and not give them an opportunity to leave the page without following through. Limiting their options makes them more likely to choose the option you want. Guide the visitors towards the conversion goal.
Landing page design is a simple concept
Keep it simple. Every so often we see a landing page that reminds us of a circus tent. Everything is going on, there are lots of distractions. But in the B2B world, site visitors want valuable information quickly, so landing pages should be very simple and very focused. Reading through paragraphs and paragraphs of information is extremely hard work, and web users tend not to be up for that kind of activity. So give them what they want.
Use bullet points and simple statements to get the message accords. Use convincing sentences to get your visitors to convert. Remember that the question in their head will be “but why should I fill I this form?” so offer them a compelling reason.
Keep the above points in mind and you will be on the way to designing a successful landing page. Keep an eye on our blog by subscribing and receive more tips and guides straight from the experts and into your inbox!
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