6 tips to follow for an effective landing page

Not only is the landing page a way of improving your SEO efforts, drive traffic and represents the first step in creating conversions, but the landing page is always the first interaction your customers have with your business.

It is really important to pay attention to your landing page, as it can determine the actions your leads will take and the beginning of their journey of becoming your customers.

We have put together 10 useful tips to bear in mind when creating your landing page.

1. Home page vs landing page

It often happens that confusion is made between the home page vs landing page, that’s why is it important to understand the role of your landing page.

Your landing page sets the visitors into a concrete context and tells them exactly what to do through call to actions buttons. Therefore take advantage of it and use your landing page accordingly to who is it going to get on it, for example, a certain ad’s audience.

2. Strong landing page headline

Another essential step for your landing page is a strong headline. The way you should do this is by creating a headline that offers the same benefit as your ad did.

For example, if your ad is saying “No more hair-loss”, then use the same idea on your landing page headline, perhaps even stronger “1 product. 0 hair loss”.

3. Importance of branding

Not just your headline’s message must match the ad your visitors came from, but also your branding.

Be consistent with your branding, colours and copywriting. It is also good to analyse the elements on your ad and identify the hot triggers that convinced someone to click your it.

In the same area goes your brand trust, therefore it is important to be extremely careful with how and what you display on your landing page. People do feel cheated when they are attracted by something within an ad, and the actual offer or product turns out to be completely different. This will just make you lose potential customers and your brand’s image and trust will be decreased.

4. Optimize the speed of your landing page

For SEO purposes and not only, your landing page must also have a good page speed. Not only does Google “like” fast pages, but your customers also.

Just think of it this way: if the average attention span of an adult is of 15 seconds, you can not use half of that time loading your landing page. Actually, a 1-second delay in page response can result in a 7% reduction in conversions and 74% of people admit that they would leave a site if it doesn’t load within 5 seconds.

Here are some useful steps you can take to speed up your page:

• Optimize your images – use small size files.
• Minify and combine HTML or Java files.
• Enable browser caching.

5. Personalize your offer

Consumers are very smart and they can feel in most of the cases when a business is indeed offering value for them. So our tips here would be personalizing what you are offering.

Either tailor it based on the industry you are operating in, on your target customers, or by analysing what competition does. Whichever way, try to avoid the basic 10-15% off, and rather come up with valuable reasons for people to choose your product or service.

At the same time, you may want to personalize your whole landing page based on who are the people that you reach to aim with it. The copy, images, and whole message you are trying to send with your landing page.

6. The more the better

Another effective thing to follow is to create different landing pages for all your campaigns. The more you test, the more you will understand what converts and what doesn’t, and what does your audience respond to.

On top of that, having different landing pages, lets you keep control of your campaign and its objective, as well as focuses on different target audiences.