Landing Pages and the Dreaded Back Button Print

If your company is operating or planning to build some landing pages on your website it is very important to understand what they are, as well as the elements that go into creating an effective landing page. Why is this important, because many digital marketing pages tend to break at the landing page, the customer arrives and then instantly hit the back button on their browsers.

At its core a landing page is simply a single web page that inspires your customers to take the next step, it also contains or links to a form where the customer can sign up for the call to action. While seemingly simple, many companies are not properly implementing their pages.


The Problem with Landing Pages

Typically landing pages are meant to capture customer details. Marketers have reported that on average only 2% of visitors convert or sign up once they reach a landing page. While many websites don’t have a problem driving traffic there is a major problem with conversion. Even as technology continues to improve at a drastic rate, conversion rates have barely increased. Where is the disconnect?
On average companies are spending no less than $40 per visit to bring people to their site. However, much of this inward traffic does not convert.

5 Dimensions of a Landing Page

The 5 key dimensions of a landing page are

  • Relevance: is your content relevant to the needs of your audience?
  • Visual Attractiveness: have high quality images been used on the landing page?
  • Location: are elements of the page properly located to catch attention and inspire action?
  • Proximity: does the flow of your landing page allow for quick access?
  • Prominence: are your calls to action prominently displayed and easy to access?

Why would your customer Sign up?

When building a landing page, the main question to ask yourself is why your customer would sign up and give you his contact details. Is the reward sufficient for the customer to do so? Make sure the reward is sufficiently and attractively described on your landing page, use multiple related deliverables when appropriate to increase the conversion rate.

The other problem associated with that is whether you are asking for too many details, research has shown that the more details you ask for the less people will sign up. Marketers tend to want to get everything about their customers, name, job title, email, phone, full address, industry, company size etc. Surely unless the offering is very significant customers will look at the form and say no thank you. So it is very important to balance the level of details you are asking for with the value the customer would be getting.

The Bottom Line

Relevant and visually engaging landing pages that have a clear call to action and do not ask for an exaggerated amount of personal contact details will almost inevitably achieve higher conversion rate.

Take this seriously if you want to achieve some meaningful ROI on your digital marketing campaigns, remember that it is not relevant to drive traffic to your landing page if most of that does not get converted and captured.

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