Industry Conversations, Tips & Ideas

Yes, There is Such a Thing as a Perfect Landing Page
Posted by: Murray on Friday, 03 May 2013

Marketers, rejoice! After extensive testing in a government laboratory, the perfect landing page has been found! Well, not exactly, but we’ve isolated some landing page design best practices below to help you maximize conversions on all of your landing pages.

Read on to find out what they are.

1.      Determine the type of landing page – It’s important to understand exactly who will be arriving on your landing pages. If people are responding to general advertising and hoping to learn more about the company, a larger, more information-dense landing page may be appropriate. Maximizing real estate with tabbed or “fluid” features may work well here, and make sure to include all the usual items – call to action, branding, contact info boxes, deep links, and social/authority proofs. If this page is very specific – i.e. for a specific sale – then it should include only the information relevant to that sale.

2.      Deliver relevance – This is similar to my point above, but relevant landing pages are the single most important factor in converting someone on an inbound link. Confusing pages will scare users away. Squeeze pages that sell do a good job of bringing users in and immediately giving them what they want.

3.      Provide enough information – Something I see too much of today is the standard “startup” landing page. It has a logo, maybe a box for email, and 4-5 other images or options on the page, tops. If you want to sell something, say something more. A mixture of an old-school information dense page and a very minimalist landing page is the best way to go.

4.      Steer your user – Strike a balance between guiding your users towards a goal by limiting their menu options while providing opportunities for them to deviate from the path. Non-immediate converters will be frustrated by too few options. Use software if you need a landing page sample to help you get started.