9 tips for Landing Page design

Landing page optimization can have a tremendous impact on your success rate. But it takes attention to detail and commitment. The time and effort taken to optimize landing pages will be returned many times in customer loyalty, improved conversion rates and higher return-on-investment. By developing the right look and feel of your landing pages, you can dramatically impact conversion results. Begin by looking at landing pages from your recipients’ perspectives.

These are 9 tips to help you building the perfect LP

1. Use readable URLs
A readable URL reinforces branding. The absence of dashes, slashes and numbers when possible can help improve visitors’ recognition that the landing page is related to the product or company it represents, adding to the trustworthiness of the content it contains.

2. Repete your email promotional copy
Reinforce the call-to-action that generated the email recipient to click a link in the first place, best practice is to repeat the offer on the landing page.

3. Define your primary conversion goal
Landing pages and the email campaigns that lead to them are best when crafted with the end in mind. There are a number of ways to measure success:
– Sales
– Leads
– Brand value

4. Do not design your homepage as a landingpage
No matter what the ultimate goal of an email program might be, it’s generally considered best practice to avoid dumping clickers at the home page of a Web site. You should create a special landing page according your offer.

5. Use a consistant look-and-feel
Landing pages are an important branding opportunity. Not only should you repeat the main call-to-action or promotional headline from the email that generated the click, the overall look should also match the email.

6. Focus on your primary call-to-action
Landing pages must grab attention quickly and keep it focused. The first impression a visitor must receive is a promise that his or her time won’t be wasted by reviewing what you have to offer. To achieve that goal, short and punchy copy that is easy to read and immediately relevant to the original call-to-action is critical.

7. Set expectations right
Don’t ask for customer data unless you must have it in order to fulfill an order or provide highly relevant information and follow-up. Each answer a respondent must make gives them an option to desert the process. Assure respondents that the information they provide will be respected and protected by including a link to your privacy and anti-spam policies.

8.Use short copy and no scrolling
When thinking about writing copy for a landing page, think about what you can read in just eight seconds. What prospects and customers see at the top of the screen should clearly communicate your strong-est reason for conversion. Use a list of bulleted items or key product attributes that you want to draw attention to in the midst of a copy block, you can offset it with a colored background. Also design your LP so that people do not have to scroll.

9 Make your copy scannable
As with other forms of written communications, concise and easy-to-understand
text includes bullet points, highlighted copy, call-outs and more. It’s not only what you say but how you say it that can lead to a sale.

7 Comments

  1. Posted May 8, 2008 at 3:42 pm | Permalink

    Once people reach your landing page its important to understand their behavior. This is where http://www.pagealizer.com/ comes in. Pagealizer shows how long people stay on your page with bounce rate distribution charts, how far visitors scrolled down your page (did you manage to grab their attention in the first paragraph? how much of your copy did they read?) and where people clicked (which call to action really triggered an action). check us out 🙂

  2. zacheos
    Posted September 9, 2008 at 10:15 pm | Permalink

    In online marketing a landing page is a page that appears when a potential customer clicks on an advertisement and displays content that is a logical extension of the advertisement or link the visitor clicked on. There are two main types of landing pages, reference and transactional. When designing a lead capture, or transactional landing page, there are five main factors that must be considered: headline, offer, attention getter, content, and forms.

  3. Posted February 10, 2009 at 11:03 pm | Permalink

    Excellent information. I’m gonna share this content with our clients.

  4. Posted February 10, 2009 at 11:04 pm | Permalink

    Excellent information. I’m gonna share this content with our clients.

  5. michaelflint
    Posted February 20, 2009 at 5:49 am | Permalink

    Great article. I’m a graphic designer and totally agree with all that you’ve said here. I have a similar perspective on the design and layout of landing pages here.

  6. Posted June 15, 2009 at 4:50 pm | Permalink

    Nice post and thank you for sharing great tips. We are in web design and software development business. All the tips that you mentioned in your post are important to increase the conversion. Your Landing Page Design should be eye catching and enforce the visitor to become a real buyer.

    Best regards,
    Alex

  7. Posted September 25, 2009 at 11:53 am | Permalink

    Nice post and point 6 is too important.

    keep it up!


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