Designing a Landing Page to Really Take Off

The key to transforming site visitors into buyers or even to encourage them to do some sort of conversion is a good landing page. The landing page is the first page to meet the eye of the browser when he enters your site. You don’t get a second chance to create a first impression. A landing page is any page in which interested browsers are redirected to for any kind of presentation, result or measurement. Landing pages can be used for much more than just to present information. The page will typically display content relevant to the site or advertisement and many times will be optimized to include specific keywords for indexing by search engines.

Landing pages carry great importance with regard to a paid advertising campaign because the quality of a page is taken greatly into account by the search engines determining a page’s rank. But that’s not all that landing pages can be used for, many times they can measure a site’s traffic via website analytics. They can also be used to track online and offline marketing strategies.

The web design of a said landing page lends great weight when a visitor first arrives at a site. Having a page that is appealing to the eye and user-friendly that will guide a potential customer through all the necessary steps in completing a purchase or even a small conversion is a necessary approach.

There is nothing worse for conversions than leading your site browsers on an unintended path. Clear away navigational elements that you cant convert on and be sure that anything located on your page is clear and easy to understand.

Break down each section that you are marketing to ensure that it answers all possible questions or doubts a visitor might have. Try to visualize all types of browsers and incorporate information to satisfy even the most critical.

There are two kinds of landing pages to consider. A reference landing page will present the visitor with relevant information to the site, by displaying text, images, etc. The effectiveness of this landing page can usually be measure by the revenue value of the displayed advertising.

A transactional landing page, on the other hand, tries to encourage the visitor to take some sort of action, perhaps filling out a form or clicking further around the page, with the intention to encourage an eventual sale. If the goal is to get a bit of personal information from the visitor there will probably be some site information not displayed until that is given over.

There are many ways to test out the effectiveness of a landing page, one is A/B split-testing which involves running two almost identical ads at the same time, save for one small detail like a headline or image. Some websites will run a multi-variate test similar to the above though on a larger scale. The point is to see which version of the ad generated more conversions.

Creating or having someone else create a proper web design for your site is the key way to gain from the visitors to your site. It is a worthwhile investment to ensure that your landing pages accurately portray and help people navigate through your site.

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