A landing page is the first thing that your visitors see on your website. It is supposed to captivate them and make sure that they stay longer. This should eventually lead them to buying your service or products so that you make profit. This ultimately is known as conversion and conversion is what you should seek.
Below are a few points that will help in creating a better landing page:
Describe what kind of conversion you require
Before you get started on the process of designing your landing page you need to describe what sort of conversion activity your landing page would be having. For example if it is a landing page for a newspaper then the conversion activity needs to be the entering of the visitor’s email address into your form and clicking the button of acceptance. Keep it clear.
A little research never hurts
Make sure you do some demographic research as this will help you understand what exactly your visitors may want and what kind of offers they are looking for. Build your website with your ideal visitor in mind. Ensure that the info on your page is not generic and focus only on your target audience. Keep the landing page on target.
Weed out unwanted stuff
Never put up anything on the landing page that might end up distracting your visitors and making them go away. Take out all the unwanted elements and keep it clean. Do not confuse your landing page with your home page. Keep it specific and do not try to add everything you can like you would try with your home page.
Match the creative with the landing page
Make sure that the creative and landing page correspond and ensure that they do not seem like two completely different entities. The best and proven method to make your visitors believe that your website is the last stop for them is to make use of the very same heading that has been used in your advertisement creative.
Remove the navigation part
Removing the navigation bar helps if it not extremely important to your particular conversion process. Concentrate on your message to be projected and if there is a link that is of no significance then just remove it.
Be focused at all times
Do not make use of your landing page to promote any other part of your website by linking to it or any other means. You will lose out on the whole point if your visitors wander off due to a poorly constructed landing page. Do not awe them by showing mind-blowing stuff. Keep it real and make them concentrate on your services and their usefulness for maximum conversion.
Making use of the ‘Fold’
The virtual Fold at the bottom of your screen, exactly before you scroll is advantageous. Put good content right above the Fold so that the visitor decided if he/ she wants to continue with your website or not. Place all of the content that is relevant above the Fold as people would not prefer to scroll down or click a button to know more. They want everything right in front of them.
Make exits for conversion
If your visitor wishes to convert then he/ she should have an easy way to do it. Place the conversion exits just above the Fold and before each and every half of the screen for easy use. No one likes confusion.
Make sure your forms are optimized
Make sure all your forms are in order. The input cursor should automatically go to the next field when the visitor is done typing on the first field. Tabbing around fields should be allowed and keep no unnecessary fields. Only focus on the incredible essential parts.
“Make your on focus group of a good number of people and test your landing page by learning from their experience. Find out how successful you landing page is in conversions and always remember to test it continuously and improve it over time.”