Your landing page is the best way to make a positive initial impression with your audience and potential prospects. When executed correctly a landing page can boost conversion and build brand loyalty. In this digital era, businesses need to maximize their online presence with the right tools for the right campaigns.
The messaging needs to be mapped out to ensure the most beneficial outcome. One of the first questions we ask in any landing page design is this – Who is your audience?
If a landing page has been deemed the best digital direction for a particular campaign, the points below would be part of that planning:
Build Engagement within 8 seconds
The average attention span today is less than eight seconds. Because of this, you need to work on building engagement rapidly. Clever, Modern, and precise messaging and graphics are key in achieving this. Make sure you immediately tell your audience why they are here as the steps that were taken to find you need to be 100% relevant.
Use Design to Focus Attention
You need to be conscious of how users will engage visually with your landing page. This will allow you to focus your potential prospects’ attention in the right place. This means making the design as unique as possible. Look at the psychology of color to match who your target audience is. Reds and oranges for a sense of urgency, Blues for trust and calm, and the list goes on. Ensure the designers are mindful of not only look and feel, clear usability, video, but color.
Make Completing the Call to Action Seamless
The call to action is the goal of your landing page. Sometimes, you’ll want your potential prospect to make a purchase. At other times, you’ll want to educate with an eBook or obtain a sign-up to a newsletter. As part of the initial landing page design stages, the CTA needs to be thought out this is the main reason for the landing page.
It’s Not Always About An Offer
Offers may work in some instances so before you think about offering a discount or 2 for 1 promo, look at what you are trying to achieve. You want to avoid cheapening your product or service. This comes down to the initial stages of developing your landing page. Have a clear objective.
However, some propositions will be a little more complex, requiring the customer to understand the nuisances of the product. In this case, you might want to make a video presentation. Most people who visit your landing page will click on the video to hear what you have to say.
Make Load Speed a Priority
One of the most common user complaints is the site taking too long to load. The longer your site takes to load, the greater the risk that customers leave the site. Most smartphone users expect the site to load in less than five seconds.
When you are building a landing page, you should make loading speed a priority. There are some simple ways you can boost your speeds. As an example, you should compress your images. You can also cache your website.
Create a Unique Experience
As we have outlined, you have a limited time to make an impact on your audience. Because of this, you want to do ensure the entire page stands out. Apart from the unique design, clear CTA, and the right color representations, there are other things to include which is the clear user flow of the page. From the banner to the CTA- Avoid over-complicating the page, remain mindful of how content-heavy the page becomes, and think clean and clear. To bombard any user with too much you risk high bounce rates and the objective is missed.
Conclusion
Landing pages are one of the most utilized strategies in any digital marketing campaign, You may have multiple landing pages for multiple campaigns. Therefore the build of each one needs to have what it takes to target the right audience and achieve the set goals set out internally. With clear and precise planning, landing pages are highly successful with ROI and building your brand.