Develop the best landing page for your company
The main thing to understand about a landing page is that it is created to serve only one purpose: to gather sufficient data and contact data to generate a lead.
A landing page that succeeds in this pursuit is known as a converting landing page. And while the success of any digital marketing campaign starts with the landing page, how successful it will depend on using eye-grabbing vibrant graphics but more importantly on the incentive you use to persuade the searcher to yield contact information.
That dangling carrot may be a monthly newsletter, a discount coupon, a complimentary sample, or further information. But that's only part of the equation.
Successful digital marketers offer several landing page recommendations, but unless you word it to appeal to a specific type of intended customer, in other words, your target audience, you are dooming it to a high bounce rate.
A bounce rate is the percentage of people who land on a page and exit immediately without performing any action or advancing to the business's next webpage.
Retail and e-commerce websites have the lowest bounce rates - 20 to 45% while landing pages have the highest, - an astounding 60 to 90%.
If you're wondering why 90% of searchers immediately scroll down to the next SERP on the screen, it's because the content creator did not take time to decide on a specific target audience.
Understand your target audience
When you create a website you're trying to provide a general education to a general audience so you want to create a multi-page site where people can go to learn all about your company and all its products. The purpose of a website is to reach out to all and everyone.
When you craft a landing page you have to narrow your focus to appeal to a particular audience and its specific needs.
So whereas the website talks to the general population, your landing page should have a more intimate conversation with a particular segment of the population that has a specific need that your business can fill if only they reach out to you by responding to your call to action (CTA).
But first, you have to decide who this target audience is. And if it turns out there are several segments you can serve, you may need to design a different landing page for each.
This may seem like a lot of work, but when you consider that you can increase your conversion rates by targeting your pages correctly, it's well worth the effort.
First the Gathering
Since your target audience is the specific group most likely to be interested in your services or products, your first challenge is to pinpoint them since they comprise your target audience.
You may want to consider broad demographic categories like age, gender, location, or income, but you'll do better if you can Venn Diagram into subcategories or subcultures.
Depending on what your product is, these subcultures may include those whose occupations, hobbies, entertainment preferences, or whose participation in, or interest in sports indicates a need.
Then You Divide
And just as important you need to decide who doesn't belong in your target audience because devoting time and effort to create landing pages to segments of the population that do not yield results is a waste of time and money as exemplified in the bounce rate example above.
So once you've compiled your target audience your next step is to weed out those who, while they may have a general interest in your offerings, aren't likely to act now.
Your immediate focus should be on designing a landing page for those individuals who seem to be in a position to purchase a product you deal in such as a specific vehicle, type of electronic device, or article of clothing, in the immediate future.
These are consumers who have submitted queries, responded to other CTAs, or visited a trade show and filled out a questionnaire.
As for the others, you don't want to forget about them, just put them on your to-do list for a landing page of their own, one that makes use of different landing page design tips for conversion.
Create a user-friendly design
Once you have ascertained your target audience you need to design the User interface (UI) design which is the face of your landing page.
Since it is impossible to know the level of computer use experience of each member of your target audience, your best bet is to keep it simple and leave out all the bells and whistles. This way, even those with little experience online will find it easier to understand and respond to your CTA.
And while simplicity is of prime importance in creating an easily accessible, friendly- to- all UX design (user experience design), other factors should be given thought.
You need to decide on a suitable typeface, one that is colorful and eye-catching but also has strategically placed white spaces for maximum readability and comprehension.
In addition, the navigation should be intuitive so make sure any buttons you want the user to click on stand out either by virtue of color or style.
These by the way should be kept to a minimum so that the CTA button can be the star of the show. And if you include any forms to be filled out, the kiss principle (keep it simple stupid) is in order. Ask only for essential information and make all the fields to be filled in clearly visible.
Minimalism should be the rule since it constitutes one of the most important conversion landing page best practices.
Making this important page complex can be off-putting to even the most seasoned user and can result in the consumer leaving the landing page and going with a more user-friendly UX design.
Test and optimize the landing page
After you have finished creating a landing page, geared it to suit the right target audience, and tweaked the UI design to ensure a UX suitable for all levels of computer expertise you may think it's time to launch it.