Back to basics: what are landing pages and how do they work?

*

Well-designed landing pages can greatly increase conversions for your PPC or tin nhắn marketing campaigns.

Bạn đang xem: Back to basics: what are landing pages and how do they work?

Rather than directing visitors from those sources to lớn your general trang web (where they may have a hard time finding what they’re looking for), you can direct them to a specifically designed trang đích that steers them in exactly the right direction.


Creating effective landing pages isn’t the same as crafting a successful website or tin nhắn newsletter. There are certain guidelines you should adhere to lớn in order to maximize your page’s success.

Here is what you need to lớn know to lớn create an effective sầu trang đích.

Set a Goal For Your Landing Page

Landing pages, like any other part of your online marketing strategy, need goals. Without concrete, specific goals, there’s no way lớn create an effective page. Your goal should be clear before you begin designing your page.

For example, your page might be designed to lớn encourage:

salesgmail list sign-ups Trắng paper downloads software trialswebinar sign-ups

You also need specific expectations for your landingpage, on which khổng lồ gauge its success. These expectations can be based on previous experience, anecdotal evidence, or simply wishful thinking.

It’s helpful lớn have a specific number to compare your actual results with. This could be the total number of conversions, or the number of people who make it past your landing page, or some other number, based on your own goals.

A Clear call to kích hoạt is Vital

Once you know what your goal for the page is, you need to come up with a clear call lớn action. This is possibly the single most important part of any landingpage.

Your Gọi khổng lồ action should be specifically tied to your goal & should be supported by everything else on your page, from headline & body toàn thân copy lớn images & overall layout.



The Backpachồng trang đích has a very clear Gọi lớn action, though they opt khổng lồ first direct visitors khổng lồ more information about their plans & pricing, rather than going straight for the signup.

Keep Copy Clear và Concise

Your copy should be clear & concise. It should be persuasive, too. Landing pages are not the place to lớn show off your creativity unless that creativity is clear, concise, & persuasive sầu. Leave sầu the creative sầu turns-of-phrase for your blog.

It’s pretty safe khổng lồ assume that most of the people who visit your page are already interested in what you have lớn say because they’ve sầu likely clicked through from a PPC ad or email. But just because they’re interested when they arrive doesn’t mean they’ll stay interested if you don’t get to lớn the point.

Every single sentence & word on your trang đích should serve sầu a purpose, and that purpose should be khổng lồ tư vấn your hotline lớn action. If it doesn’t vì chưng that, cut it. Be ruthless in editing your copy. Tell your visitors what they want lớn know in as few words as possible, and get them khổng lồ respond to your Hotline to lớn action as quickly as possible.


*

The VideoWizard example has a simple kiến thiết with clear copy that has definite goals.

Keep Your Landing Page Form Simple

If your page includes a form, make sure it’s only asking for the most vital information. If you’re trying lớn get visitors khổng lồ sign up for an tin nhắn newsletter, make sure you’re just asking them for their tin nhắn addresses. Anything more than that decreases the chances that they’ll finish and submit the khung.

If you’re asking them lớn make a purchase, keep it simple. Just ask for the vitals: billing & shipping information, plus a confirmation screen before placing their order. Wait khổng lồ ask them for additional information until after their order has been placed.


*

This form only asks for name và email address, neither of which are likely to lớn deter sign-ups.


*

This size, on the other hvà, has too many fields. Do they really need a phone number and company name? And wouldn’t it make more sense khổng lồ just ask for a name in one field, rather than two?

Remove Navigation Elements

The major difference between your normal trang web và your landing pages is your landing pages shouldn’t include the usual site navigation. Instead, the only clickable links should be your Call lớn action, and possibly a link to more information for those who are undecided.

Linking your hình ảnh to your regular trang chính page can also be a good idea.


*

This example shows just the vital liên kết, without a ton of extraneous navigation.

Forget about liên kết lớn everything else. All they bởi vì is clutter up the page and increase the likelihood that your visitors will abandon your trang đích (and ultimately, your site) without converting.

Simplify Your Normal Site Design

Your landingpage should still echo the design of your regular trang web, though, to reinforce your branding. This can be done through the graphics, general look and feel, or your color scheme and fonts choices.

This is important for branding & lets users know they are on the right page.

Choose Long Page or Series of Pages

There are some questions about whether it’s better to use a single page for your landing page that requires scrolling, or if visitors respond better lớn a series of short pages (sometimes referred khổng lồ as a “mini-site”).

Mini sites generally have multiple pages with short content that funnel visitors from one step khổng lồ the next along the conversion process. This has the advantage of getting users in the habit of moving from one page lớn the next, which can help get them in the right psychological frame of mind to lớn convert.

The downside khổng lồ mini sites is that they work best for conversion funnels that need a lot of nội dung.

Landing pages, on the other h&, are perfectly suited to lớn shorter content. They also only have sầu to load once, which can be a big consideration for companies targeting people in rural areas or developing nations, where bandwidth and connection speeds could be an issue.

The downside is a lot of nội dung can get overwhelming and can come across as spammy if not well-designed.


The CameraPlus page is quite long, with all the information you need about the tiện ích. (The image above is split, as the entire page would be several thousand pixels long.)


Compare this page, which barely fills a single screen, và uses multiple steps khổng lồ gather information.

Pay Attention to lớn the Fold

While there’s a lot of debate as lớn the importance of “the fold” in web kiến thiết, landing pages are one area where the fold is crucial. Make sure that your hotline lớn action is located near the top of the page, where someone can cliông xã it without having khổng lồ scroll.

Xem thêm: Hướng Dẫn Sao Lưu Dữ Liệu Facebook Về Máy Tính, Hướng Dẫn Backup Dữ Liệu Facebook

This doesn’t necessarily mean that your visitors won’t scroll down the page to read more information. Hopefully, at least some percentage of your visitors will be ready to buy as soon as they arrive sầu on your landingpage, either because the tin nhắn or liên kết that brought them there already persuaded them, or because it’s not their first time visiting the page.

Putting a điện thoại tư vấn to lớn action right near the top of the page makes things easier on these visitors. (Plus, it can increase your conversion rates.)


The most important navigation elements are located just above the fold, with the Điện thoại tư vấn khổng lồ action well above the fold.


The signup button is well above the fold here, too.

Below-The-Fold Calls khổng lồ Action

That doesn’t mean you should neglect those users who scroll. Make sure calls khổng lồ action appear at regular intervals on your page, tied into the page’s copy.

This becomes more & more important as your pages get longer. Make sure that your users have to vì chưng minimal scrolling once they decide to lớn convert.


FreshBooks includes link khổng lồ a không tính tiền trial or tour throughout their landingpage.

Use Minimal Images & Larger Fonts

Your landing pages should use only one or, at most, two images. You want to lớn avoid visual clutter on the page, or anything that detracts from the message and Điện thoại tư vấn to lớn action.

Larger font sizes are also a good idea to lớn keep visitor’s eyes focuses on what matters & reduce eye strain. Just don’t go overboard and put everything in a headline-kích cỡ phông.

The ikhuyến mãi line length for copy readability is 39 characters, so form size your phông (và column width) accordingly.


The typography becomes a major part of the visuals of this landingpage, minimizing the need for graphics.

Start With a Centered, Single-Column Design

Studies show that centered, single-column landing pages convert best. Yet, there are still plenty of marketers out there who are opting for two-column designs.

Make sure that you test single-column versions against any two-column versions prior khổng lồ committing khổng lồ a thiết kế.


This is a great example of a centered page that makes great use of the available space.

Match the Look & Feel of Your Campaign

If your page is tied to an email chiến dịch or PPC chiến dịch, make sure the trang đích cần seo echoes the look và feel of the ad or gmail.

If the designs of the two are wildly different, your visitors may wonder if they’ve ended up in the right place. The easiest way lớn vì this is to lớn carry over fonts, images, and colors from your chiến dịch khổng lồ your landing page. This is especially important for paid ads, as it can increase your unique score.

Use the Landing Page Tools to lớn Get it Right

If you don’t want to have khổng lồ use a web designer for your landing pages, there are options for creating great pages without any technical knowledge.

Unbounce is one of the easiest khổng lồ use và lets you create landing pages without any IT experience. They have sầu best-practices templates available that you can customize (or design your own page entirely from scratch), & flexible pricing (including a không lấy phí plan for sites with limited traffic). Unbounce also integrates with Google Analytics for tracking your traffic, and Qualaroo for gathering user input đầu vào.

Don’t Forget To Test Your Landing Page

Creating effective sầu landing pages isn’t a one-size-fits-all project. What works for one site might not work so well for another. Finding the most effective page thiết kế is a matter of trial and error.

It’s important to lớn demo the different versions of your trang đích cần seo (called A/B testing)khổng lồ find the one that works the best for your particular situation. Without doing so, you might be leaving a lot of potential conversions on the table.

A few features to lớn consider testing include:

headlineCTAbutton kích thước and placement number of form fields images right, left, or center column thiết kế colors

Just remember to thử nghiệm each variant one at a time — if you change five different elements, you won’t know which impacted conversions.

Landing Page Guide


A well-designed landing page can greatly increase conversions for your PPC or email sale campaigns. Here’s how khổng lồ vày it.

Set a Goal For Your Landing Page

Without concrete, specific goals, there’s no way to create an effective sầu page. Your goal should be clear before you begin designing your page.

A Clear Hotline to lớn Action is Vital

Your Call to lớn action should be specifically tied to lớn your goal, & should be supported by everything else on your landing page, from headline and body copy to lớn images & overall layout.

Keep Copy Clear & Concise

Landing pages are not the place lớn show off your creativity, unless that creativity is clear, concise, và persuasive. Leave the creative turns-of-phrase for your blog.

Simplify Your Normal Site Design

Your trang đích cần seo should still emang lại the design of your regular website, though, to reinforce your branding. 

Pay Attention To The Fold

Make sure that your call khổng lồ action is located near the top of the page, where someone can cliông chồng it without having to scroll.

Use Minimal Images và Larger Fonts

Your landing pages should use only one or, at most, two images. You want to avoid visual clutter on the page, or anything that detracts from the message và Điện thoại tư vấn khổng lồ action.

Use the Landing Page Tools to lớn Get it Right

You don’t need a masters in computer science lớn thiết kế a trang đích cần seo. Instead, use tools lượt thích Unbounce lớn create great looking landing pages.

Don’t Forget To Test Your Landing Page

Creating effective sầu landing pages isn’t a one-size-fits-all project. What works for one site might not work so well for another. Finding the most effective sầu page thiết kế is a matter of trial và error.


FAQs About Landing Pages


Why are landing pages important?

They give sầu users a central hub to read about the sản phẩm or service featured in your ads.


What makes a trang đích effective?

Effective landing pages are clear và concise; show off your hàng hóa without using too many visual elements or clutter; keep navigation simple; have sầu simple information forms that don’t ask users to lớn complete too much personal information; & have effective sầu CTAs.


What are the best landing page builders?

Some examples of trang đích builders are Instapage, Unbounce, and kickofflabs.


What are the biggest trang đích cần seo mistakes?

Some of the biggest mistakes you can make on your landingpage is including too much detail, trying khổng lồ be too catchy in your copy, including too many visual elements, including a tricky navigation, asking users for too much personal information, & not making your CTAs clear/bold enough.

Xem thêm: Chèn Link Trong Html Mới Nhất 2020, Các Đường Dẫn Trong Html


Conclusion

Landing pages are website pages designed with one goal in mind: conversions. Following the tips above will help you create a powerful page that drives users towards your business.

Just make sure to keep it simple. This is because landing pages have sầu very specific goals và shouldn’t include any extraneous information that might distract your visitors and prevent them from converting.


Chuyên mục: SEO