Landing pages and digital advertising go hand-in-hand. We’ve all clicked on an interesting ad only to abandon the page we’ve landed on because it’s too confusing or doesn’t give us enough information. This scenario is exactly why understanding the components of an effective landing page is so important.
Remember: landing pages are created primarily to drive traffic, conversions and brand awareness, so don’t risk losing leads or customers with an ill-conceived concept. To be set up for success, marketers must keep these best practices in mind:
1. Short Load Time
One of the most important aspects of an effective landing page is a short load time. In fact, for every one-second delay in page load time, conversions are reduced by 7% and page views are reduced by 11%. To minimize load time, brands can optimize images and compress and optimize content. Developers can also provide recommendations for decreasing load time.
2. Build for Mobile First
In Candor’s experience, anywhere from 60% to 80% of traffic for most of our digital campaigns comes from mobile devices. It’s imperative to ensure the mobile experience is effective and efficient. If a landing page doesn’t work on mobile, then it doesn’t work — period.
3. Focused Headline
For every 10 people who visit a landing page, at least seven will bounce off. The headline must immediately inform people what they’ll find on the landing page.
4. Relevant Imagery
Photos ought to complement page copy and be obvious in their meaning. Powerful photos can also help tell a story without additional copy. Remember to always consider target audiences when selecting photos — an image which doesn’t resonate is wasted space.
5. Compelling Copy
Text must be specific, concise and guide the user to complete a desired action. Be sure the information is streamlined — including multiple offers on a landing page can decrease conversions by up to 266%. Using “you” and “your” language speaks directly to users, and bullets and short paragraphs also make information easier to digest.
6. Summary of Benefits
Include a brief yet comprehensive summary of benefits/key differentiators for the product/service offered. Visitors may come to the page through an ad emphasizing only one differentiator, so brands must ensure all benefits are discussed on the page. This is especially important because a disconnect between an ad and its landing page is one of the most common reasons businesses lose conversions.
7. Strategic Form Placement
Many, if not most, landing pages will include lead generation forms. Placing the lead gen form high on the page can help drive conversions. In some instances, the form may be placed further down the page or on the side to provide space for added context. If the form isn’t placed high on the page, it needs to be readily accessible through touchpoints (i.e., buttons) allowing users to skip directly to the form.
8. Limited Asks
Create a low barrier to entry by asking as little information as possible. The amount of requested information will also depend on several factors, including how familiar audiences are with the brand, where they are in the buyer’s journey and their level of trust. Audiences with high brand loyalty and familiarity are more likely to provide additional personal information.
9. Standout Calls-to-Action
The call-to-action (CTA) is arguably the most important element on the landing page, as it’s the main component driving conversions. Make sure CTAs, whether in text or button form, stand out with contrasting colors. Be clear about visitors’ desired action and use strong verbs to spell it out for them. “Submit,” “download” and “get it now” are all strong CTAs.
10. Limited Distractions
Competing links and navigation points can distract from the landing page’s goal. Don’t include external links, even to other company information — once a user bounces off the page, it’s highly unlikely they’ll return.
11. Blink Test
Value propositions must be easily recognizable. Remember the blink test: visitors need to be able to gather the main information from the landing page in less time than it takes to blink (5 seconds or less).
Interested in learning how Candor can help your business creative successful digital campaigns and landing pages? Contact us to discuss how we can serve you best.
Emma Tucker
Emma is a pro at search engine marketing and finding creative solutions for enticing users to interact with digital ads. She is skilled at defining targeted audiences for online content and crafting attention-grabbing social media messaging.
