The best landing page designs accomplish three things:
- They speak to the right people
- They effectively persuade
- They remove any barriers that might prevent conversion
Sounds pretty simple, but putting into practice isn’t always so easy.
There isn’t a simple formula that will guarantee an effective landing page since each business has different objectives.
However, by asking the right questions, you can develop landing pages that accomplish each of those three essentials, resulting in the conversion rates you want.
What are you trying to accomplish?
Are you selling something? Engaging in lead generation? Soliciting feedback? Asking for consultation appointments?
Before you start, you need to know where you’re going.
Start by defining a single goal for the page. Multiple choice doesn’t work well on landing pages.
If you have two different goals, design two different landing pages. Build your page around that goal.
Who is your audience?
Market research gives you the information you need to design a landing page that speaks to your target audience. Are you appealing to businesses or consumers? What does your target audience look like? Are you marketing to driven executive types or artsy decorators?
Knowing who your audience is gives you insight into what motivates them and what they need to know to move forward in the decision making process.
Have you designed pages for each visitor type?
Your audience is made up of more than one type of visitor. Segment your audience by type either through your advertising copy or by specifying who your ad will be shown to, and create individual ads and related landing pages for each visitor type.
If I’m providing travel information for pet owners, the closer I can get to what a visitor is searching for, “traveling with my parrot to France,” the more relevant the page will be to that visitor, and therefore the more likely they are to convert.
A couple with a parrot traveling to France will need different information from the woman with a cat going to Canada, or the man with two dogs going to Australia. They are all traveling with pets. However, they will be more likely to read and engage with a page that speaks directly about traveling with their pet to their destination of choice, rather than one that speaks about traveling with pets in general.
Segmenting your audience, and designing your landing pages to appeal to as narrow slice as makes sense for your business, gives your pages much more relevance for your visitors.
Even though you may get hundreds of visitors to a landing page each day, this is not a group event. Your landing page interacts with them one visitor at a time. The impact on your conversion rate is clear. The more relevant the page, the greater the likelihood of their becoming a client or customer.
What hurdles might prevent people from converting?
Conversion decisions are made because the right message reached the right person at the right time and nothing stood in the way. Barriers to conversion usually result from:
- failing to persuade
- inaccurately identifying your audience and their unique motivations
- lack of clarity and focus
- failing to identify and remove distractions, friction, and confusion in the design or copy
The best landing page designs aren’t cookie cutter formula types. They are built around a mission, with unique business objectives in mind, and targeted toward a specific audience. Then, they undergo rigorous and continual testing, always seeking to improve by making the conversion process as friction-free as possible for every visitor.