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13.5 Landing Pages

Learning Objective

  1. Learn what goes into a successful landing page.

A landing pageThe page users are directed to from any campaign designed to drive traffic to a specific URL (uniform resource locator). is the page users are directed to from any campaign designed to drive traffic to a specific URL (uniform resource locator). The traffic to a landing page could be from a banner or PPC (pay-per-click) advertisement, an e-mail, a print advertisement, a television or radio spot, or direct marketing. Users are being sent there for a very specific reason, including the following:

  • Enter a competition (lead)
  • Buy a product (sale)
  • Subscribe to a newsletter (sign-up)

As far as landing pages go, first impressions really do count. They need to capture the user immediately and make him want to complete the desired action. Users who land on these pages make the decision to complete the desired action based on two criteria:

  • Whether the page looks complicated or time consuming
  • Whether it is relevant to their needs

Effective design and benefit statements can help users to make the decision to complete the desired action.

Guidelines for Successful Landing Pages

Focus the page on a single call to action. These are purpose-built, purpose-driven pages, and extraneous information should be avoided.

The landing page does not need to carry the same navigation of the Web site and can look slightly different (though a large deviation in style is not advised). The aim is to keep users on a path to the goal.

Landing pages can detract from SEO (search engine optimization) efforts, as there might be many similar landing pages created. Use the robots.txt file to keep search engine spiders out.

There are no cons to designing a Web site for your users first and foremost. It can require some creative thinking when it comes to ensuring that wacky ideas are accessible and usable, but the benefits of taking the time to ensure that Web sites are coded according to best practice will show in the longevity of the Web site.

Beautiful Web sites do not need to be sacrificed for standards compliance.

Key Takeaways

  • Users are sent to a landing page for a very specific reason, such as to enter a competition, to buy a product, or to subscribe to a newsletter.
  • First impressions really do count when it comes to landing pages.
  • Effective design and benefit statements can help users make the decision to complete the desired action.
  • Focus the page on single call to action.
  • Landing pages do not need to carry the same navigation as the Web site.

Exercise

  1. Find a banner advertisement from a popular brand online and click on it. Where does it take you? Now compare that landing page to the company’s direct URL.