By Gregory Smyth
Your landing page is typically the most important aspect of your site’s architecture. Even if the site is otherwise professionally designed, technically sophisticated, and visually appealing, the conversion will be impacted by a poorly designed landing page. When someone arrives at the site, they are essentially posing themselves the core questions: Is this where I can find what I need? Does this deliver? Can I trust this company? How many hours will it take to finish what I came for?
Search engine optimization and even paid campaigns will get quality traffic on board to your site, but only a good landing page ensures that traffic turns into outcomes.
Core Marketing Principles Behind High-Converting Landing Pages
Just like any other business activity, landing pages must follow core marketing principles. First, understand who your visitors are and which audience segments are most likely to convert. Next, set clear goals and metrics for your landing page, and measure performance regularly. Once you have this foundation, design and usability become the most important factors in driving conversions.
Simplicity and Defining Focus on Landing Page Design
Landing pages should be simple and focused. If visitors cannot find what they need within seconds, they will leave. Avoid unnecessary design elements such as secondary navigation bars, heavy blocks of color, or decorative clip art. These may improve the page’s appearance, but they distract from the conversion objective.
Using Web Analytics to Measure Landing Page Performance
Web analytics software like Google Analytics, Amplitude, or Segment will quickly show whether or not the landing page is doing its job with bounce rates, time on page, and conversion paths being recorded. High drop-off rates typically indicate the page is too complex or confusing.
Typography is important too. The text must be legible, both in size and formatting. Don’t use too small, unreadable, or over-style fonts. Use large blocks of light text on dark backgrounds to minimize readability. Simplicity and, most importantly, limit the landing page to a single simple offer. Multiple offers on a single page confuse individuals, water down the message, and lower conversions.
Consistency Between Campaigns and Landing Pages for Better Conversions
Your landing page should align directly with the advertising campaign that drives traffic to it. Both the copy and design should reflect the message and creativity of the ad. This consistency reassures visitors that they are in the right place and dramatically improves conversion rates. For this reason, your homepage should rarely serve as a landing page. Unless your offering is extremely specific and static, it is better to design dedicated pages for each campaign.
