Econsultancy shares eight steps to landing page success
Your website remains at the heart your marketing strategy and its landing page works to influence your visitors so that you can convert them into customers.
Econsultancy columnist Nikki Gilliland has share eight steps to achieve landing page success.
Gilliland says, “Before we get into the weeds, let’s start by outlining what we mean by landing pages.
In basic terms, it refers to a page on a website that has been specifically designed to encourage visitors to take a particular action when they arrive from another marketing channel. The action might simply be clicking through to another page – perhaps a product page or special offer. Or the page could be used for lead generation, which means persuading the user to sign up or to download something, and in turn asks for personal data such as their name or email address etc.
1. Minimise distraction
One of the first things to consider is how the user came to arrive on your landing page. Did they click on an ad or email, and what did it say?
It’s quite likely that a specific message prompted the user to click through. This means that if they are then bombarded with huge blocks of text or imagery, they could become distracted, and veer away from their original intent.
Consequently, while it’s tempting to fill a page with lots of interesting information, remember that the page has one purpose, and the bulk of its content should reflect this (as well as align with the original ad)”.
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