Your core landing pages are some of the most important areas of your website. These are the pages where you drive the most traffic, the pages where your most important content is located and the pages where you are looking for conversions.
Sound pretty important? That’s why these pages deserve your attention!
Successful Landing Page Strategy – What to Consider
- Purpose of Page – inform or convert
- Type of Page – product page, checkout page, download page, etc.
- Call to Action – stylized text, button, image
- Noise – other content on the page
- Follow-up – step after the conversion point
Purpose and Type of Page
Before designing your landing page, you need to determine the purpose of the page. What do you want visitors to do on this page?
- Gain awareness
- Add product to shopping bag
- Fill out a form
- Download an offer
- Sign up for email list
If the main purpose of your page is for your visitors to take action (like buy a product or download content), you need some more heavy-duty calls to action and a compelling product or download to spark that action.
If education is the primary purpose of your page, you may have more subtle, secondary calls-to-action, like a button for “Learn More” or “Request Info.”
Calls to Action
Calls to action express what you want visitors to do. These should be big and bold.
Make sure your calls to action have:
- Action oriented verbiage
- Visual cues: button, image or stylized text
- Large and prominent position on the page
- Link to an actionable follow-up page
Example actions could be:
- Add to Cart (product page)
- Checkout Now (shopping cart)
- Download Now (download page)
- Subscribe; Send Information (form)
Location of calls to action:
- At least one primary call to action should be “above the fold” where the visitor can view it without scrolling
- A secondary call to action can be located below the fold
Noise is all that other stuff on the page that confuses your visitors and drives them away from your page… and away from the very action you want them to complete!
TIP: If you bring visitors to a page with a form or to the shopping cart checkout, consider eliminating navigation from the page. You want as few distractions as possible so that it’s clear exactly what it is you want your visitors to do.
Checkout Cart Landing Page
Your shopping cart page should also eliminate noise from the checkout process. You don’t want to give your shoppers any reason to leave that page. Other tips for the checkout page include:
- Let your visitor know the order can be reviewed prior to purchase to increase trust.
- Show a summary and image of each product in the cart.
- Show related products only if they are relevant to the type of product you sell. Sometimes related products aren’t really related and can just be distracting (noise).
- Offer a “Continue Shopping” button for visitors who aren’t ready to check out but want to add more items. Also include this button on the order confirmation page.
TIP: Use marketing automation for abandoned carts. Remind your customers that their cart is still waiting for them. Encourage purchase by conveying urgency, such as “limited supply available” or “an item in your cart is now on sale!”
Follow-Up Landing Pages and Calls to Action
What happens after your visitor clicks “send information” or “complete order”?
This stage is just as important! You need a well thought out, quality page to send your visitors.
Your follow-up page is likely to be a thank you or confirmation page. Make sure to use relevant calls to action on this page as well, such as “Continue Shopping” or “Get More Resources.”
TIP: Your follow-up landing pages are a great place to incorporate social sharing. Use your visitors to recruit a new lead or conversion! Let them share the product they purchased or content they downloaded with a friend via social media or email.
Lastly, don’t forget to test! This is the most important part of optimizing a landing page. How do you know if that blue button is working? Would red be better? Colors have meaning and evoke different feelings in buyers. This is part of the science behind colors in marketing.
Try changing the location of the button or the action verbiage. Test the layout of your page, such as reducing text length or adding/removing navigation bars. Once you find an option that works best, test it on other pages and implement throughout your website.