Knowing how to Land in the Right Place
Landing pages are something most people have heard about, but there is a common mistake of thinking a landing page is a home page. Let's look closer at what a landing page is and how it can improve your companies website traffic!
Landing pages have one primary purpose: to generate leads for your business.
What is the purpose of a Landing Page?
The landing page is known as a call to action. It's a page on your website that visitors end up directed to where companies can provide resources from their business. There are two types of landing pages you have click-through pages: to sell visitors on a product, service, or offer them with a value proposition. The second type of landing page is a lead generator that collects visitors' info, usually through forms. Lead generator landing pages helps the business connect with the potential customer at a subsequent time.
Common Types of Landing pages:
- eBooks and white papers
- Email Newsletter subscriptions
- Online enrollment
- Event registration
- Free trial of a product
- App download
Why is it important?
Using landing pages is vital to stream your visitors to the right place on your website. Many companies send their advertising, email, or social media traffic to their homepage. Not using a landing page correctly can result in a missed opportunity of not targeting your traffic; by using a targeted landing page, the likelihood of converting that traffic into leads is much higher.
When creating landing pages here are some vital steps to have the most success:
Set Goals: Create specific ways to measure the success of your landing page
Create a clear call to action: Known to be the most critical step when creating a landing page, it should be linked back to your goal and be supported everywhere else on the page.
Keep things simple: Since landing pages have particular goals, you should prevent any extra information that could distract your visitors and prevent them from converting and completing the goal.
Being clear and concise: On your landing page, every word should be vital to your goals. It essential to keep in mind the visitor is on your page, which means they have already expressed some interest in your business. Try to be persuasive!
How to create a good User Experience?
Creating a useful landing page is vital to putting yourself in your visitor's perspective to understand their needs better. Having UX (User Experience) purpose is to provide your visitors with a positive experience that keeps them as loyal customers and keeps growing your brand to gain more traffic and leads. Having meaningful user experiences can help define customer journeys on your site.
What is Design Thinking?
When trying to create the best service or product, it's essential to drive into how the success of your product can be carried out and understand why. Design thinking helps map away business can respond to the user's needs and find solutions to the broader problems.
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To guide this thinking, its key to understand the three principles of Design Thinking.
- Focus on the outcomes: The purpose is to understand today to create the user's future by improving the user's experience. Focusing on the issues helps your company measure success and identify the user's needs.
- Restless Reinvention: Understanding that your product or service is never perfect and should be continuously changed and adapted. By making many variations to a prototype, it can be changed by adding your stakeholders into the mix and using feedback to grow your product.
- Diverse empowered teams: The more diversity your company can tap into when solving these users, problems can lead to breakthrough solutions. Encourage communication and respect as no idea is wrong, which can lead to alignment within your companies team.
How to Solve the problems your company might be facing?
When creating a robust user experience, remember that everything is an unfinished problem. A great way to guide your dilemmas is through Hills, playbacks, and sponsor users.
Hills is a term used in design thinking to help align teams by setting objectives. A great example of this is the GEICO "15 minutes could save you 15% or more on your car insurance". Within that simple message, GEICO has all their objective they are trying to achieve to help fit the needs of the users. Another way to improve the user's experience is through playbacks, which align us across time, allowing the company to bring in other stakeholders into the team to reflect. Lastly, sponsor users having the stakeholders invited into the observation of the experience is essential as it allows the company to align the user's reality with using real-world needs.
Main Takeaways
When using Design thinking, it's essential to remember ask questions to prompt discussion and leave room for failure within your team to help grow and improve the user's experience understanding where the improvement is needed.