Landing Page Happiness

Landing Page

Landing Page

Last week, I wrote about PPC and how, if you manage it well, it can deliver excellent quality traffic to your website.  However, I also mentioned that this is only half of the equation – if your website is a disappointing experience, then the money and effort that went into driving the right traffic will all be wasted.  So, here are some tips to help you towards landing page happiness and a great experience for the user.

  1. Make sure it’s a landing page: You should not use your home page as the first page that someone visits when they come from PPC.  For a lot of the visitors who visit your site, you will not know what their particular interest is, but for PPC users, you will know what keyword they have used, so you will be able to tailor the content that they see to the keyword that they have used.
  2. Make is specific: Although this is not PPC related, it is something to consider!  If you are receiving traffic from a particular referrer, then you should tailor your landing page to that referrer.  For example, the link to your website from your YouTube channel should contain video (you already know they like that!), or if it is from Twitter, then the content should be concise and as punchy as possible.  Think about the mind-set that the user will be in when they first visit your site.
  3. Keep the options limited: When this is done well, the user will not feel like their options are limited.  Depending on the keyword that the user has searched for, offer the logical next steps for journey, and don’t confuse them by giving them too many options – this will result in the user getting lost and abandoning the site.  And don’t forget the call to action, it’s what the user is looking for!
  4. Let the user decide: There is no such thing as the perfect landing page, so you should always be testing your landing page.  Using A/B or multivariate testing to see which elements are working and which are not, and let the user behaviour and a deep analysis of the results tell you what the best approach is.  And don’t make testing a one-off exercise – it should be part of a programme of continuous improvement.  

Got some great landing page tips of your own?  Please leave a comment and share them!

What Every Landing Pages Needs

Many organisations spent millions of pounds driving good quality traffic to their websites – investment in Pay Per Click advertising, Search Engine Optimisation, Social Media referrals and affiliates is massive.  But the smart organisations realise that this is only half of the story: what about when the user is actually on our website?

It is on the site where successful and unsuccessful web strategies differentiate.  The quality of the landing page (i.e. the page which the user first lands on) will determine whether the user will continue their journey through to conversion.  So, what should your landing page say?

It’s all about ‘you’ – make your copy by using terms like ‘you’ – it’s a simple thing, but the personal touch is something that users will be looking for.  This is particularly useful for making the interaction on the internet more personal.

Mind your language – lots of companies that I have worked with require dictionaries to understand all the terminology and abbreviations that they use!  If you want to encourage people to convert, keep jargon to a level of zero.  You won’t be able to tell what your user’s knowledge is, so assume it is low.

Keep to the point – while you may think that your copy can be beautiful and moving, the landing page is not the place for artistic licence – keep to the point, keep it brief and make sure that it is laid out well.  Use bullet points to break up information and make it more readable.

Action speak louder… – always bear in mind what you want the user to do, and encourage them to do so.  Use action-rich copy (e.g. download, enquire, learn, submit), and make the call to action very clear.  The button that you want the user to click should be obvious.  Make sure you don’t get in the user’s way of converting!

Dedicated landing pages – These are pages which just contain an enquiry form and no other links, so the user either fills in the form or exits the page.  The conversion rates for this sort of page can be excellent, but you need to consider the user journey – if your product or service is a high cost / commitment offering, the user may want to do more research before making contact.

There are more tips for landing pages, but just doing this will put you ahead of most websites!  What are your landing page tips?