The concept of “landing pages” within websites is not new, but it still a key strategy for any website.
What’s a Landing Page?
For example, you know that doctors are a key user of your website about smoking cessation; a landing page would focus on the information and links that are most relevant and helpful to doctors.
Or, you have a radio campaign for the local moving services you offer; a landing page would be the URL cited in the ad campaign and it would reinforce the same message as the ad plus relevant information and links.
Elements of a Great Landing Page
- Know the action that you want (a purchase? a request for information? registration?) and focus on that. Make this “call to action” clear and the clear visual priority on the page.
- Keep it simple. Focus on one message/call to action. Use navigation and links to take users to more information.
- Make sure the value of what you are offering is outweighed by any hassle or cost to get it.
- Don’t ask for information you don’t need. When creating any kind of response form, ask yourself “is this information absolutely necessary?” and if the honest answer is no, leave it out.
Validate and Test
The best way to know if your landing page is set up for success is to test it with real users. Have people who are part of your target audience go to the page and answer a simple question – what is the purpose of this page?
Other testing ideas:
- Carefully monitor the stats for the page. How many visitors to the page are completing the desired action?
- Use http://attentionwizard.com/ to test the set up of the page. While this tool is not free, when last checked you could run 10 tests for one cent.