Industry Conversations, Tips & Ideas

The Secret to Successful Landing Page Design
Posted by: Kimberly on Wednesday, 12 June 2013

What is a landing page?

A landing page, also sometimes referred to as a squeeze page or a lead generator page, is a single web page that pops up when a link from a search result, online advertisement or social media is clicked. They are tools used by emarketers to elicit a response, referred to as call to action, from visitors. Often, landing pages can be used to collect contact information, usually email addresses, that can be used in email marketing, to promote particular content—new product, new campaign, or to pique the interest of a visitor to further explore the site.

What is a successful landing page?

Success is pretty easy to measure. A landing page is successful if it elicits a high response rate from the websites visitors. This means that people move forward and don’t bounce out of the landing page.

It shouldn’t be hard, should it?

Yes, it should be easy if you have the right design. Not all landing pages are successful, and many ill-conceived ones are often ignored. Some pages are too cluttered, making it difficult to make out what the page wants the visitor to do. Others require too much—too much time to go through the entire text or too much personal information.

So how does one design a successful landing page?

Here are 3 top design secrets to building a successful landing page:

1.     It is straightforward

Site visitors should easily identify the page’s call to action. How could one perform it if the visitor does not make out what it is asking it to do?

Carefully consider your headline and copy. Remember the 4Cs of composition—keep it clear, concrete, concise and complete. Leave out unnecessary information. If it takes the average visitor a long time to go through the entire copy, consider directing them to another page dedicated to providing the complete details.

2.     It is simple

Clutter is a landing page’s worst enemy. Keep it clean and uncomplicated. Take out all the unnecessary elements and allow the core message to pop out. Best to use contrasting colors to highlight what is important—and always use call to action button that is very prominent.

3.     It is undemanding

Do not demand a lot of time or information on your landing pages. If you require visitors to sign up with more information than the usual name and email fields, direct them instead to a different page for them to complete the sign up.

4.     It is periodically revised

There are expiry dates to landing pages. What worked before may not necessarily work down the road. Always test and keep on revising.