By Ian Gall
In this article, I want to look at the subject of landing pages and in particular landing page design and layout. I’m using the plural here because I firmly believe that you should have more than one such page depending on how the visitor arrived at your site.
Firstly, what do we generally undertand by the term? A landing page can be defined as any page on a website the sole purpose of which is to encourage the visitor to take a certain pre-determined action.
The options on offer could be to enter their email address in exchange for a report or short course. It could also be designed to lead the prospect to the second part of an article – the first part being on an article directory or ezine. On occasion, it may be possible to offer a low cost item for sale but it is probably better to ask for an email address initially. You are attempting to build a relationship here so trust has to be earned.
Whatever the reason for your visitor arriving at your site, it’s important to align your landing page to the particular traffic source from which your prospect came.
For instance, the landing page design can be laid out in such a way as to maximise impact to a visitor who has used certain key search terms. Equally, they may have arrived at the site as a result of a link in an article, blog or email and it’s important to ensure that they land on an appropriate and relevant page.
Try to make things as easy as possible for your visitors to sign up. The layout of your landing page is therefore very important. Make sure the call to action is located near the top of your page so that it is not necessary to scroll down to find it.
There is a school of thought that encourages the sign up area to be “above the fold”. This is a newspaper term which says that the important news should be towards the top of the page so that it grabs attention on the news stand.
It’s also useful to try and imagine the type of person you are aiming for with your landing page. This will help with layout and content as it’s important to grab the attention of the visitor to your site and above all to encourage them to take action.
With this in mind, it’s always worth trying some tweaks to your page to see if the results can be improved. Small changes like the headline used or the position of the opt-in box can make a difference.
In most cases, the landing page will be a sales page or at least a call to action of some sort. For it to be successful, it is fundamentally important that the page is as uncluttered as possible and that the prospect is presented with as little choice as possible – sign up or don’t sign up for instance.
However, regular calls to action throughout your landing page can also be of advantage.
Use some of the techniques above and I’m confident you will enjoy an improved conversion rate.
Ian Gall has a blog stuffed full of interest mostly but not exclusively about internet marketing. If your ready to take the next important step to starting an on line business, visit www.emarketing-expert.com