We continue with the sequel on landing pages.
This post is part 2 of a three-part series:
Rough Concept: economy, generate traffic (Part 1)
Detailed concept: Render (Part 2)
Evaluating, optimizing and Practice (Part 3)
Detailed concept: Render (Part 2)
The second part deals with the detailed design of the landing page. This of course depends very much on the purpose of their website. Basically one can say that (looks at branding campaigns, there is something different) the following very important key elements for sales-oriented landing pages are:
Avoid distractions
On the landing page, everything should be on the defined goal oriented. For example, if a product is sold, then it should be avoided other products or provide additional links to other websites. This would be a risk that the user is distracted too high. For this reason, a landing page is not even involved in the actual corporate site or the main navigation of the corporate Web site can be integrated on the landing page. If there be a cross-linking or main navigation needs, these should be distinguished optically clear. The user has to recognize at a glance that the links will take away from the landing page and has nothing to do with the actual action have. This may appear as optically hidden by a navigation, the menu items only when mouseover on a button "Company Website", or (integrated main navigation with low opacity on mouseover, the opacity is increased to a normal value) through a low contrast can be achieved.
On the question of whether a landing page is to be integrated into the actual site, there is also a contrary opinion. Representatives of this view argue that returns are not user subsequently on the landing page because they are not firmly anchored in the site. Yet I see landing pages always be a separate page, however, of the corporate Web site can be linked very supportive and also to.
Meet the expectations
If the user had to click on a switched on the landing page, this is usually an expectation. These expectations should be met. This means that the wording should be adapted to the Adwords campaign and used the images or the whole design of the graphical advertising should be adapted.
Call to Action
Call to Action describes a prominent message that the user may use the title. Like this are striking, using buttons with a clear request (for an order, etc.). Here, the graphic design is very important. The respective elements must stand out clearly as a clickable and discoverable.
Target group oriented design
Another very important point is the target group-oriented design of the landing page. So specific age should be taken into consideration and computer affinity. For senior citizens as target group, it makes perfect sense points such as accessibility, ease of use, large fonts, etc. to attach more importance than at a site for teens.
Convey seriousness
The whole landing page must be serious and also act serios. Therefore, in any case, imprint, contact details and, if present, e-commerce seal of approval to be integrated. In addition, testimonials and reviews seem positive.
Easy to operate
The ordering process must be very easy to use. Any lack of clarity can confuse potential customers and lead to a sale demolition. Therefore should be taken to ensure that the customer with as few clicks and a minimum number of filled form fields reach their objective.
Additional incentives
If the possibility of additional incentives for our customers is to create should be utilized. Thus, special offers and coupons at any initial order, etc. are prominently announced. But also a temporal shortage can have a positive impact on your conversion rate. See also my article: " shortage as a means to increase sales "
Reference to other offers
Now that's a contradiction to the first point, but depending on the offer, it can be quite useful at the end of the page to point to other offers. According to the motto: "Does this product not meet your expectations? Browse more in our offerings. "Here, however, important that this call does not compete with the product on the landing page is. Would offer such a thing as the end of a list of several products. This allows a visitor to the landing page could not be convinced, but may be excited for another product.
Other points I have this in a separate article, " Optimization of registration processes, "published in my blog.
