Landing pages are an essential marketing tool for small business ecommerce. They can play a key role in helping increase conversions. Defined simply, a landing page is webpage built specifically for a particular purpose, such as to generate leads or bring about a purchase. It is the page people land on because they have been directed to it by your campaign channel.
“Specific page(s) on a web site created for visitors referred from marketing campaigns which are designed to achieve a marketing outcome.” SmartInsights
So what is the difference between a homepage and landing page? Unlike your ‘campaign specific’ landing page, your homepage is more of a hub for your whole website. It usually caters to a number of different purposes, and therefore often has more than one objective and call to action.
Creating landing pages can help increase conversions
So why is it important to create a separate landing page for specific campaigns and what’s wrong with always directing people straight to your homepage ? The most compelling reason to create separate landing pages for each campaign is to increase conversions. A successful landing page makes it clear from the outset what it is you are asking your visitor to do, leading them firmly towards a specific call to action. If visitors are sent to the homepage after receiving a specific campaign message, they may get distracted by all the other messages and ‘call to actions’ that are going on the page. The key message of the campaign gets lost and the chances of a conversion are decreased.
How to create a great landing page
What makes a successful landing page? Great landing pages can help engage your visitor, lower your bounce rate and increase conversions. Creating a landing page in itself won’t automatically increase your conversion rate. You need to craft your pages so that they actively do all that they can to entice your visitor to perform a specific action. We’ve outlined some tips to ensure your landing pages are working as hard as they can.
Create a unique landing page for each separate campaign.
We talked earlier about the difference between your homepage and landing pages. Landing pages should reflect the campaign you are communicating to your customers. For example if you have sent out a special 25% offer email, then you should have a specific landing page focused on the 25% offer. Likewise, if you are trying to generate leads via a ppc advertisement for a free e-book download , then you need to create a unique e-book landing page.
Here is an example of a Boden email about new clothes that are ‘New In’ and below is the specific landing page . Customer aren’t directed to the homepage rather they are taken straight through to a specific landing ‘New In’ landing page. By focuses solely on clothes that are new in it is reflecting the promise of the email message and meeting customers expectations.
Landing page content should reinforce your campaign’s message
Whatever message you have enticed your visitor to click-through with should be clearly reflected in the content of your landing page. When visitors arrive on your landing page they will have a clear idea if what they expect to find. If the content doesn’t match the promise then they may well leave without bothering to find out more. Make sure that the customers are given the information they are expecting.
Here is an example from HubSpot. The first image is an email I received about a free e-book download and the second is the landing page I was taken through to. Then landing page content clearly reflects the message in the email.
Consider your goals and have a clear call to action
What is the key purpose of your landing page – what is the main goal? Are you generating leads, building relationships , looking for sales conversions. For example when visitors arrive at you landing page do you want them to make a purchase, download an e-book, sign-up to a newsletter, refer a friend, complete an order, enter a competition or leave a testimonial? When you have determined your key goal you can then ensure that your content is focused clearly towards achieving that goal.
Visitors should be left in no doubt as to what it is you are wanting them to do. Have a very clear, standout call to actions buttons on both your original campaign channel and the landing page . For example; Add to basket, Buy now, Download now, Register here, Shop Now, Open an account, Enter here. Here are a few examples of some strong call to action buttons.
Choose campaign specific keywords
As we mentioned earlier the relevance of your landing page is essential – your content needs to reflect the message of your campaign. No more so than if the channel is via PPC ads. Make sure that you include the same keywords that you have used in your ad campaign in the body of the landing page as well. Landing pages whose text is directly relevant to the ad text will score better ad rankings. The more relevant your page is, the more helpful it will be to your rankings and the higher the likelihood of an end conversion. So if your ad is promoting your new line of christmas gifts, then ensure your landing page is solely focused on your new line of christmas gifts.
Plan your layout to optimise response
How you layout your landing page is also important. I well-designed page will support your key goal and help optimise response. The purpose of a landing page is to convert your visitor as quickly as possible to your key objective – whether that is to download and e-book, make a purchase or enter a competition. So the when you design your page keep this in mind.
Your main headline should directly reflect the message of the campaign that your visitor clicked through with. So if they clicked off a PPC ad then your headline should closely reflect the wording you choose. Your headline should marry with your visitors expectations about what the page is about.
Landing page copy:
The body copy of your landing page should reflect your headline and support your campaign message. You are looking to convince and encourage visitors to convert to your end goal. Use bullet points, sub headers and images to break up text. People should be able to skim over the page and still understand the key message you are conveying.
Call to action:
Your call to action, whether that’s a sign-up form or a button, needs to be clear and standout near the top of the page – certainly above the fold. Your call to action should leave the visitor in no doubt about what you are asking them to do.
Here are a few articles about optimal layout for landing pages which you may find helpful.
The anatomy of a perfect landing page
How to design a landing page that delivers customers
11 Great landing page examples
We’d love to hear your thoughts and experiences of creating landing pages, so please do leave a comment