How Landing Pages Lead to Conversions

How Landing Pages Lead to Conversions

Your landing page is essential for giving users an easy-to-understand sales page for products or services you'd like to promote in your marketing campaign.

What is a landing page?

Technically, a landing page—"lead capture page" or "lander"—is simply a page a visitor lands on after clicking through a link. Its distinguishing feature is that it is geared towards some specific user action that leads to conversions. Landing pages will typically consist of a form for signing up for a newsletter, purchasing a single product, or hiring for a service.

Your landing page, however, is normally completely separated from the rest of your website. It won't contain navigation menus and links to any of your content. It's engineered solely to guide a user towards a certain action. They're most effective when focused on a single goal, and your call-to-action will be the centerpiece.

Why Use a Landing Page?

Web development in Denver makes it easier and easier to set up a new landing page. A landing page's sole purpose is to sell something. It may be for a new product or service you'd like to highlight, or it may be a deal involving your information—via newsletters, e-books, whitepapers—in exchange for the visitors contact details. It's not always a monetary transaction, but you want to get conversions out of the landing page. By its very nature a landing page has a laser-like focus, and it has three main benefits:

1. Clear, concise product/service details
The link title and description that points to the landing page will plainly explain the result of the click-through. The landing page provides every detail the consumer wants to know, and it lets you gear the content and writing towards e-commerce or a transaction. The user won't have to waste any time searching out further details.

2. Less distraction for visitors
No other design details or navigation sidebars are necessary. The landing page will be void of any other ads, promotions, or information about other products. The link to the landing page should give the user a clue as to what's expected, and your call-to-action will either be followed or declined.

3. Opportunity for Marketing Analysis
It's much easier to keep track of statistics about a landing page, and the data is far more valuable. Click-through rates and conversion rates are straight-forward to calculate, and your marketing team will get instant feedback about the effectiveness of the advertising.

What makes for an effective landing page?

The simplicity in design may be deceiving. Once the user has arrived at the landing page, there should be absolutely no navigational options. They'll either respond to the call-to-action or not. Keep in mind that this makes your design elements and written content your only tools for conversions. Take the time to get it right! Make use of splashy background images, larger logos, warm colors, and straightforward page layouts. Local web design in Denver has started to up the stakes when it comes to landing page design, so it's always a great idea to take a look around to find new ideas and inspire your next ad campaign.