Do’s and Don’ts for the Best Landing Pages
A landing page is a web page designed to elicit a particular response from a visitor of a site. Whether you want your readers to subscribe to a newsletter, buy a product, or join an email list, the best landing pages keep visitors engaged and lead them gently toward your desired action.
While the product you’re promoting or the action you seek will shape your content and design, good landing pages share some crucial elements that increase conversion. The following list of do’s and don’ts will help keep your audience focused and improve your landing pages.
Do’s and Don’ts for the Best Landing Pages
- Do make an obvious connection between the headline of your landing page and the page or ad that got the visitor there. If the language used in your headline doesn’t match the ad copy the reader clicked, she may think she’s arrived at the wrong location. Landing pages should keep readers engaged with coherent transitions between ads and ordering pages.
- Don’t provide opportunities for viewers to click away in search of additional information. If you want to build in links for buyers who need more detail to feel secure about making a purchase, consider using a “Learn More” button that links to a pop-up and keeps the potential buyer on the landing page.
- Do use testimonials or quotations from product reviews in a prominent place on your landing page. Depending on the testimonials available to you, you can place a phrase of praise at the top of the page as a headline or introduction. Obviously, if you are lucky enough to have a quote from Time Magazine or a rave review from Bill Gates, positioning that copy above the fold can improve your conversion immensely.
- Don’t include irrelevant or distracting information above the fold (the part of the screen the viewer can see before scrolling down the page). This section is as valuable as Manhattan real estate and should not be cluttered with elements that appear elsewhere on your site. The best landing pages exclude log in areas and links to other sections of the site.
- Do use short paragraphs and leave some white space on your page. Research on user behavior shows that viewers are less likely to read dense looking text and paragraphs longer than six lines. Presenting the reader with less demanding looking copy can increase your conversion rate.
- Don’t use graphics or audio and video elements indiscriminately. Although the internet is a visual, interactive medium, graphics and videos won’t work for every product or service offered by an online business. In addition, graphic elements that slow the load time of your page gives potential customers another reason to click away.
- Do make an “Order Now” or “Add to Cart” button visible to the viewer from anywhere on the landing page.
- Don’t focus on yourself or your site’s achievements in the copy of your page. The best landing pages tell the reader what a product or service can do for him right now today. The best copy personalizes the message by using second person singular (you and your), rather than I and we statements.
- Do test your instincts about the most effective landing page design. If you know your target market well, you will likely also know when to turn all the rules upside down. For example, if you think your readers prefer a straightforward list of product specs and prices, you can test your theory by monitoring the traffic stats and conversion rate of the page.
Designing a great landing page for your site requires some planning and thought. But seeing the process from a potential buyer’s perspective will guide your content and design decisions. Presenting your visitor with readable copy, minimizing distractions, and telling the visitor what your product can do for her will streamline the process and increase landing page conversions for the products and services you offer online.
This is a guest post by Dee Barizo. He runs The Best Degrees, a site that uses landing pages to feature the top online degree programs.
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Category: Affiliate Marketing
About the Author (Author Profile)
Shiva Chettri is the editor and owner of Netchunks, a premier blog about Webmaster and Blogging Tips. He intends to make the web a friendlier place by sharing stuffs and articles which will help other webmasters and bloggers to becomes successful. His other interests includes Web Designing, Wordpress and Music of almost every genre. Send +Shiva an email at admin@netchunks.comSubscribe
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Great post Dee! I agree with you, design a good landing page allow to present to visitors what your products can do, then increase landing page conversions.
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Good tips. On ecommerce sites, it is important to make the “Add to Cart” button as big and obvious as possible.
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Twitter: rohitbatra14
says:
Nice Post…landing pages are quite often misunderstood also…that it is not much beneficial as it is really..
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Thanks everyone for the comments. And thanks to Shiva for the guest posting opportunity.
Great tips here. I would like to add that the best landing pages ask people for their email addresses, rather than try to make them click an affiliate link, or buy a product. Why? Because by getting their email address, you potentially have a customer for life – someone who can pay you over and over rather than just once.
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Good tips, great landing page will not only engage the user but be able to show higher ROI
Wo, these are some sharp tips… Thanks, I’m going to spend my whole day correcting these ones on my site…
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Well Designed landing page is more helpful.
Well Designed landing page is very important as far as IM is concerned.Those were nice and helpful tips.Thanks for sharing.
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Those are really helpful tips.We all know how important are the landing pages.
For me the most important part on landing pages are the call-to-actions that should be clearly visible and easy to process.
Twitter: swamykant
says:
Hi Barizo
Good tips. The Landing pages are the gateway for your blog. It will be good to share the best link on those pages.
Thanks for these excellent tips.
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I prefer having more than one landing page – it’s more effective and helps distribute keywords evenly. by the way, google is a bit suspicious if all keywords lead to one page.
good tips. Somewhat it’s true as we say first impression is last impression.
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No doubt your experienced briefing about best landing pages is very nice…………..! but the image you have put here of these pages is the pretty one.
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Hi, great post.
I just wanted to clarify one thing though about your description of a landing page. Most of us here know exactly what one is but this is for those who don’t.
A landing page is the first page that a visitor ‘lands’ on. They have followed a link there and have never seen your site before. If they are coming from a search engine It could be any page on your site. The question you have to ask is if a visitor landed on a random page on your site would they know what it was all about?
The real issue comes with adverts. The mistake beginners often make is to link adverts to the home page. What we’re talking about here though is a page made especially for people from that ad. You can tailor it exactly to the visitor’s needs and expectations. You know why they are coming to the site because you wrote the ad that sent them there.
So, landing pages give you control, give you accurate statistics on ad performance and make it more likely that you will get the sale.
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Don’t include irrelevant or distracting information above the fold (the part of the screen the viewer can see before scrolling down the page). This section is as valuable as Manhattan real estate and should not be cluttered with elements that appear elsewhere on your site. The bestlanding pages exclude log in areas and links to other sections of the site…Thanks…
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This section is as valuable as Manhattan real estate and should not be cluttered with elements that appear elsewhere on your site…Thanks….
Graphic Website Design recently posted..All About Graphic Design and Website Customization
I just wanted to clarify one thing though about your description of a landing page. Most of us here know exactly what one is but this is for those who don’t….Thanks….
Graphic Website Design recently posted..All About Graphic Design and Website Customization
Most of us here know exactly what one is but this is for those who don’t….Thanks….
Graphic Website Design recently posted..All About Graphic Design and Website Customization
If they are coming from a search engine It could be any page on your site. Thanks….
Graphic Website Design recently posted..All About Graphic Design and Website Customization
This section is as valuable as Manhattan real estate and should not be cluttered with elements that appear elsewhere on your site.Thanks….
Graphic Website Design recently posted..All About Graphic Design and Website Customization
It will be good to share the best link on those pages. Thanks….
Graphic Website Design recently posted..All About Graphic Design and Website Customization
No doubt your experienced briefing about best landing pages is very nice….Thanks….
Graphic Website Design recently posted..All About Graphic Design and Website Customization
Designing a great landing page for your site requires some planning and thought. But seeing the process from a potential buyer’s perspective will guide your content and design decisions. Presenting your visitor with readable copy, minimizing distractions, and telling the visitor what your product can do for her will streamline the process and increase landing page conversions for the products and services you offer online….Thanks….
Designing a great landing page for your site requires some planning and thought.Thanks….
What your product can do for her will streamline the process and increase landing page conversions for the products and services you offer online….Thanks….
Presenting your visitor with readable copy, minimizing distractions,….Thanks….
But seeing the process from a potential buyer’s perspective will guide your content and design decisions.….Thanks….
It will streamline the process and increase landing page conversions for the products and services you offer online….Thanks…
I telling the visitor what your product can do for her will streamline the process and increase landing page conversions for the products and services you offer online….Thanks….
But seeing the process from a potential buyer’s perspective will guide your content and design decisions. Presenting your visitor with readable copy, minimizing distractions, and telling the visitor what your product can do for her will streamline the process and increase landing page conversions for the products and services you offer online….Thanks….
Presenting your visitor with readable copy, minimizing distractions, and telling the visitor what your product can do for her will streamline the process and increase landing page conversions for the products and services you offer online….Thanks….
I just wanted to clarify one thing though about your description of a landing page. Most of us here know exactly what one is but this is for those who don’t.….Thanks….
I have created few landing pages for my clients but I made few mistakes that you have specified in donts. Next time I have to take care of those.
The landing pages for most blogs would be the home page. But I noticed that most popular blogs today make every page like a landing page by having a pop-up window appearing on every visited page.
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Those were very nice and helpful tips.As we all know that Landing Pages are very important as a well optimized Landing page can get you many leads.Thanks for those nice tips.
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Thanks for the important info.
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Mate! did your comment match to the post?
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Good analyses about ” Landing pages should keep readers engaged with coherent transitions between ads and ordering pages. ”
All are nice and informatics stuff………..!
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Thanks for the important info.The landing pages for most blogs would be the home page. NIce informative blog.
I am intrested in Do’s.
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A search box on the top-middle of the page can be very helpful to keep the visitor on the site after he has completed his work of buying which would help him knowing the sites better.
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Quiet lengthy but hope to find them useful ..
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