What Makes A Successful Landing Page For Commercial Businesses?

Your landing page is your elevator pitch, your first chance to sell your services or products to your audience. It, therefore, stands to reason that you need to make your landing page as engaging as possible.

But how do you make sure your landing page is a success?

Be Direct

Each marketing campaign you run should have a separate landing page. So if you run a service for several different demographics, you should consider a unique landing page for each group. Likewise, if you are a company who provides several different services or products, you should have a separate landing page for each product or campaign.

Having a separate landing page for each campaign will ensure that your message is clear, relevant concise and direct.

Know Your Purpose

Before you create your landing page, you should take a step back and think about the purpose of the page. This may sound obvious, but many people skip this step and the result is a sloppy page that lacks direction.

For example, a landing page which is designed to generate leads will be different to a landing page designed to drive sales. And landing page created to get a visitor to make an enquiry or contact your company will be different again.

Do really make sure that your landing page is successful, you need to be sure that you understand the purpose of the page before you enter the design stage. The targeted search queries should directly bring users to your landing page, and thus, the keyword optimization should be done the right way. Take an example of a landing page that offers Men’s Suit, here, their image positioning, product details and presentation are in sync. Make sure you use different landing pages for different categories.

Have Clear Calls To Action

A call to action is a clear instruction for your site visitors. Whether that’s “find out more”, “contact us”, or “buy now”, you should have this written in a clear place on your landing page, and repeated a few times so that visitors know exactly what they need to do.

A good call to action will be situated on its own button with a hyperlink to the relevant page. So whether that’s to the page detailing the contact details of the plumber or the application form to sign up for your newsletter, it takes users straight to the source with minimal effort. You should make it as easy and as straightforward as possible for your website visitors to become customers.

Make It Fast

Consumers today are impatient and demanding. Because they have access to several vendors and suppliers at the click of the button, they can and will go elsewhere if they don’t get what they want in a matter of seconds.

According to some research, 53% of visitors will abandon a mobile page if it takes longer than Don’t lose potential customers over something as silly as a slow loading page.

Use Video

The video is a fantastic way to engage your audience quickly and efficiently. In fact, some research suggests that visitors are 64–85% more likely to make a purchase after watching a video.

Embrace Color Psychology

Color psychology is the research into how different colors encourage different emotions and reactions from humans. Advertising and marketing experts have been using this for years to engage and persuade customers.

For example, red is known to trigger hunger and create a sense of urgency which is why many famous fast food brands tend to use red for much of their logos and marketing material. Green is seen as strong, natural and healthy whilst purple is used by many high-end brands to create a sense of luxury.

When designing your landing page, think about the customers you are trying to attract along with how you want them to react. Then pick a color scheme that helps you achieve this.

Analyse The Data

Data analytics allows us to find out so much more than how many people visited your website. By collecting and analyzing the right data, we can understand how visitors are engaging with the site and determine what’s working and what isn’t.

Here are some key things to look for when analyzing your data:

• Bounce rate — how many people are arriving at your site and leaving soon after?
• Conversion rate — how many visitors turn in to actual customers?
• Traffic sources — where are your visitors coming from?
• Total users vs repeat users vs unique visitors — how many people return to your site?

Adapt

If you’ve analysed the data and noticed areas for improvement, don’t be afraid to change what isn’t working. There’s nothing wrong with adapting your landing page to optimize results.

Conclusion

Before you design your landing page, take some time to think about who you’re targeting and what outcome you are aiming for. Make sure every element of your landing page is designed to achieve this and only this — the rest of your website and other landing pages can address any other information. Keep it concise and to the point. Analyse the successes and pitfalls of your design and don’t be afraid to adapt to achieve optimum results.