The evolution of Web design tools and technologies opens up a whole new world of creativity and design. Given statistical evidence that a Web page has between 2 to 8 seconds to hold visitors’ attention or make them click away, a landing page design has to be, first and foremost, effective. So what’s the “effect” it should have. Conversion! Without a doubt. A “pretty” landing page may bring more traffic but an “effective” one will drive conversion. That’s what every business needs – to go beyond good first impressions into positive action.
To know more about the essentials and best practices for landing pages, read the WSI Whitepaper titled “Landing Page Design: Common Mistakes and Tested Techniques”.
Landing Page – How to Begin
Start with a goal, finish with measurable results!
Like any other marketing initiative, a landing page must have a clearly defined goal. Whether the visitors to your landing page are coming in via clicking on a link in your email newsletter, clicking on your PPC ad, clicking through an online banner or any other medium, remember they are there because they chose to be there. From there on, it’s up to you to get them to take the action you want them to take. That is your goal and you should know it before you even plan the mock-up or write the copy.
As you take them through the process of persuasion with your compelling copy and enticing offer, you are hopefully and successfully driving them to convert into customers. But a landing page campaign does not stop at conversion. It must always go beyond to monitor results and track your return on investment.
A GREAT Landing Page Follows the Scent
…A good one may merely sniff it!
The overall volume of users visiting website home pages is going down and will reduce further, significantly. As the point of entry is increasingly, a landing page, it must cater to different types of visitors. With a good landing page you can sniff out one type of visitor from another, differentiating between their likes and preferences. With a GREAT landing page, you can gauge what motivates them and actually follow the trail persistently until you strike conversion!
With the complexity of media vehicles and Web user trends, testing the efficacy of a landing page is critical to ensure your ROI. WSI consultants are trained by industry leading firms like Google, Yahoo and MarketingSherpa to design and test revenue generating landing pages for businesses like yours. To make sure that your landing page speaks to your audience and leads them to conversion.