The Importance of Landing Pages
First impressions are very important. We make many assumptions by the first thing we see. Creating a great landing page is critical to an online website and business.
Landing Pages
A landing page is the first website visitors come to after they click on a call to action. A landing page is an import concept that is associated with inbound marketing. The most important step is to get visitors to your page and get them hooked to your website. The page is designed to help you convert visitors to your site into leads and from there hopefully customers. The landing page is one of the most important pages on your website and using A/B testing can help you achieve your best landing page.
When creating a landing page, you should keep some things in mind:
- Creating a simple landing page is the best. They shouldn’t be very cluttered since we don’t want the visitor to be overwhelmed and prevent them from converting. Remember that less is actually more. Use white space on the page and keep the text and images simple and to-the-point.
- You want to make sure you include a headline and a brief description of the offer that clearly emphasizes its value. Making sure to use the correct color and size fonts can make a big difference. Visuals are nice too, so make sure to include at least one supporting image.
- When creating a form for the visitors to fill out, make sure you keep it short. Or at least make it look short. Some consumers will leave your page if the form looks too long so make sure you keep the visitor filling out the form by adjusting spacing or simply removing fields you don’t need.
- Keep the messaging between the ad that took them to the landing page and the actual landing page consistent. If there is a disconnect from what your ad promises and what the landing page has, you won’t gain the visitors trust and you most likely won’t convert them.
UI vs. UX
The user interface (UI) is the visual part of a computer application, operating system, or website through which the user interacts with. It’s pretty much how nice your website or operating system looks. The user interface is important since it’s the way you present your website and it makes first impressions on your visitors. The user experience (UX) refers to a person’s emotions and attitudes about using a particular system or product. Having a great user interface is important but having a great user experience is just as important. If a visitor doesn’t have a good experience using a website, you could potentially loose them from converting. A t-shaped marketer needs to know the importance of the UI/UX since this is the way the customer interacts with the website. We want the visitor to be able to navigate around the website with ease and still have it look clean and simple.
Who is doing this well?
The website highereducation.com is an online company that partners with nonprofit universities to help them expand their education offerings with online programs. They help the universities better reach prospective students across the country. A step to doing this is changing their landing page layout. Look at Xavier University for example. Their landing page is simple and clean and lets the visitor know exactly what they offer on their website. There is another information box that lets visitors request more information in a short questioner box. The user interface is very simple and clean. Finding your way around the website is easy and you're able to find exactly what you need, enhancing the user experience.
