Today we’re going to be talking about LANDING PAGES. We’ll cover WHAT a landing page is, WHY you should use one, and a TON of best practices.
E: What is a landing page?
A landing page is a dedicated sales page for a specific offer or promotion, with the sole purpose of getting the visitor to take action on that specific offer (add to cart, or complete a lead form).
THIS IS DIFFERENT from a product page in that it can be a little more introductory, educational.
THIS IS DIFFERENT FROM A HOMEPAGE in that it’s more specific to the offer you’re promoting, whereas a homepage often has several options for users to click to maybe learn more about the brand overall, maybe see products, maybe contact customer service, etc. The ONLY action we want the user to do on a landing page take is clicking Add to Cart (or Sign Up).
K: WHY YOU SHOULD USE A LANDING PAGE:
A well-made landing page increases conversion rates for specific offers. If a higher percentage of your traffic converts, then you make much more money.
Even if it just increases your conversion rate from 2% to 4%, that’s DOUBLE the revenue.
Its always easier to increase Conversion Rate from 1% to 2% than doubling ROAS on ads.
K: NO HEADER NAVIGATION.
We don’t want visitors to be diverted away from the offer by About Us pages or catalog pages.
We want them to focus solely on the offer we’re promoting on the landing page.
K: CALL-TO-ACTION BUTTONS ONLY.
The ONLY buttons on a landing page should be Call-To-Action buttons like "Add to Cart” or “Buy Now” (which adds the item to their cart, NOT just leading them to the product page).
E: LESS IS MORE: simpler designs are way better here. Eliminate as many unnecessary, “loud” visuals as possible.
E: LAYOUT - BASICS:
From top to bottom, you want a headline, maybe a sub-header right below it, then a hero/main image or video, with a Call to Action button underneath.
Everything I just mentioned should be visible with ZERO SCROLLING, on both mobile and desktop.
This action-packed episode is brought to you by the performance marketing experts at Voy Media.
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