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Perform better with your landing page

What is a landing page?

For those of you, who have not heard about a landing page, do not let yourself get carried away by its technical phraseology. You have come across a landing page at some point in your lives.

A landing page is the page on your website where visitors and prospective customers arrive as determined by the link they clicked from an article, advertisement or directory listing. Every website is created with a purpose of drawing visitors to fulfil an action. The action could be sales, registrations, sign-ups, content marketing or just noticing another advertisement. The chances of your user performing a desired action on the landing page should ideally be high.  It is also here on the landing page that traffic is directed for conversion to sales.


Yes, they are crucial for a website. But why?

A good landing page is meant inspire the visitor to complete your conversion action. Landing pages have a 5-15% conversion rate on an average. It is crucial for any website because it provides a targeted platform for converting higher percentages of visitors into leads. Yet they are often overshadowed by a homepage or other product pages. Unfortunately, many webmasters and online marketers create pages that turn away visitors instead of engaging them.


Metrics is a must: you can't improve what you don't measure 


We cannot improve upon something or claim to improve upon something unless we can measure how it works and can measure the effectiveness of each step in a sequence. If we visualize our site as a system of pipes where visitors enter through funnels at various points and proceed through the system, they will reach a goal at the end. It is important to know where the leaks are to be able to fix them and keep more visitors inside the system. So at every point we need to measure distribution of traffic and conversion rates. Hence the process of optimizing a website includes setting up funnels, analysing funnels to measure conversion rates and optimizing conversions through the funnel.


Draw visitors’ attention by attractive and compelling headlines

Avoid boring and dull headlines since you only have a few seconds to show. Try to leave a lasting impression on your visitors. Choose carefully the best headlines that address problems and enable people to demand for more. While reading articles I always look for headlines that are direct and persuasive. You really don’t want to write about how to conserve water and have the headline talk about how wasting water could prove detrimental to our lives.  


Don’t clutter the page with unfitting colours


Weird colour combinations are to be strictly avoided. Colours should be chosen after careful introspection. You should make sure that colours on your website should match the tone of its message. Getting a pink colour to market products and services for old people doesn't hold you in high esteem. On the other hand pink goes well with the young and sober audience, especially with girls. Extreme colours like Black and Red make for powerful and energetic messages.                                                                                                                                   

Clear Call to Action

The call to action (also known as CTA) is crucial if you need a conversion. So it becomes necessary to have a call to action button, image, catchphrase or something that will draw user's attention. The objectives have to be well defined and the landing page offers information that creates the necessary impact and also allows the visitors to make an informed decision that it has the most chance of converting.


Form fields should not be redundant

Don't test the user for his/her patience. In cases where certain form fields are not necessary for a successful transaction to take place, don't assume your user would love to spend his time answering an endless series of questions. It often bogs down any normal user who would have visited your age after being redirected from elsewhere.  After having done all the hard work, you don’t want to create obstacles in your way. More so if the user senses that you're trying to collect personal information, they might as well lose their faith in your website. Phishing instances are also a common phenomenon today. So you need to careful that you’re sending across the correct message to your audience.


Landing pages often provide a fix

If your website is not seemingly getting the results that you desired, you can always try approaching your problems with regard to your landing page in ways described above. Landing pages are always designed to create an impression in the minds of our audience and hasten an action. So it must be compelling enough for them to do something. Always try to avoid too much clutter with links, blog widgets, recent posts etc. that will just capture misdirected attention of an audience.