Landing pages are an important part of any marketing campaign. The landing page you build for your brand is often the first interaction that searchers have with the company. This is the place where they'll learn the basics about your product/service and how to get in touch with the company. There is a lot riding on the design and content of a landing page as this is often the final step in the sales funnel for consumers ready to make a purchase. For those just getting started with landing pages in a marketing campaign, we've compiled three simple tips to get started designing an effective first landing page.
1. Skip the External Links
The logic involving links on a normal webpage typically focuses on the belief that "the more relevant links included, the better the page is." The problem here is that your landing page is not a normal webpage. You are building a landing page as the final piece of your sales funnel. You've worked to get viewers onto this page, and you don't want them leaving here without converting into paying customers, signing up for an email newsletter, or taking advantage of whatever deal you are offering. Including external links in the design of your landing pages offers them an exit. Even links to your own website will derail their progress and distract from the purpose of your landing page.
As such, you should exclude external links in the design of your landing page. Remember, you've got them to this page for a specific reason. In order to focus on your call-to-action and convert, customers need to stay here. So, don't give them an easy way to click and leave the page. It's a simple step, but an effective part of the overall design.
2. Keep the Design Minimalist in Nature
Everything you include on your landing page should be minimalist in nature. From images or video to text and the call-to-action, ideally designed landing pages don't have a lot of bold text, fancy images, or content to scroll through. All of this distracts the viewer's mind and muddies your call-to-action. Select big fonts that make it easy for any visitor to read and understand the message your landing page is conveying. Leave plenty of white space in the design of the landing page so that your images, text, and CTA easily stand out to the eye.
3. Include a Video
Finally, if you want a landing page that is really effective, consider adding a video that sums up your product/service quicker and more efficiently. Consumers have very short attention spans when cruising around the web. Some figures have the average attention span at just eight seconds. Now, consider whether long blocks of text or a simple video are more likely to capture consumer attention and get your point across before that eight seconds is up?
Incorporating video into a landing page design makes it easier for customers to learn more about your product/service, and more likely they'll convert into buyers. In fact, 4 times as manyconsumers would prefer to watch a video about a product than read text about it. Additionally, placing videos on a landing page can increase conversions by as much as 80% compared to landing pages without video content.
As you begin to design your first landing page, try to incorporate these three elements into your design to ensure that your page is organized and offers a solid first impression of the brand.