The 6 Styles of Landing Pages…and when to use them

Posted by Chuck Bankoff On October - 24 - 2013

6-Styles-Landing-Page-Design
You can drive as much traffic as you want to your website but if you don’t convert that traffic into phone calls, emails, submitted forms or transactions, you’re just wasting time and money.

 

There are essentially 3 categories of landing pages. The choice of which is largely dependent on the specific strategies and goals of the campaign.

- Standalone Landing Pages: These are typical of specific promotions or specific products or services.

- On-Site Landing Pages: These often include the homepage or service or product pages.

- Microsites: These are typically small, multi-page websites with a single focus and a built in sales funnel.

 

 

Each of those categories come in multiple flavors (the 6 Styles)

1 – Squeeze Pages: The objective of a “squeeze” page is to capture the contact information of the visitor to harvest the lead at a later time or as part of a scheduled lead nurturing strategy. An example of lead nurturing might be setting up a series of pre-written emails that would be automatically sent to the consumer over a period of weeks, building up interest and culminating in a sales pitch or special offer.

 

2 – Infomercial Landing Pages: These come in a couple of different flavors, but you’ve probably seen the ones that resemble the old style sales letter that is mostly text and sensationalism. Just like the classic late night infomercials on TV, they try to verbally make their case as to why you can’t live without their product or service. They typically scroll in perpetuity punctuated only by periodic offers you can opt-in to and thus put yourself out of your pain by succumbing to their offer.

 

3 – Viral Landing Pages: The goal extends past merely converting your visitors into customers, but to enlist them to tell their friends as well. It might be a funny video or a game that is somehow branded to your company via a subtle logo or product placement as part of a greater branding campaign.

 

4 – Microsites: Yes, the Cadillac of landing pages because it requires a bit more commitment. This is essentially a mini website with its own URL and custom design. These are often the destination of choice for larger investments in the form of paid advertising such as Pay-Per-Click, print and TV ads.

 

5 – Product Specific Landing Pages: This is a very common, but useful type of landing page because it probably already exists. Typically just an existing page on your website that contains all the information on a specific product or service.

 

6 – Homepage: Typically has the lowest conversion rate because the home page is like the index in a book. It’s the jump-off point for the entire contents of the rest of the site. As such, it is unfocused by nature.

 

Suggested Reading: Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing

http://amzn.to/17uSp0x

The book not only covers Landing Page Design, but 11 other essential aspects of Digital Marketing. Visit our website at: www.KreativeWebworks.com

 

Kreative Webworks Inc. Orange County CA Internet Marketing
Kreative Webworks
is a full service Digital Marketing Agency serving Orange County California since 1999.

 

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Landing Page Love… Optimization in 2013

Posted by Chuck Bankoff On April - 15 - 2013

Landing page design is more about psychology than anything else. The idea is to persuade a visitor to your page to do a very specific thing (give you their contact info, request a demo, or the holy grail of marketing… a transaction).

What is the goal of any marketing campaign?

The obvious answer would be to generate leads. Whether it is organizing an event or advertising on television or in the print media, the end goal is to generate leads that can be converted into sales. Every branding activity that a business engages in has to support this objective.

This brings us to the next question;

What is a landing page?

Simply put, a landing page is a web page that helps businesses capture leads. It is different from a Home page, which usually serve as the doorway to generic information about the various products, solutions, and services offered by the business. As such, a typical Home page has too many elements vying for the visitors’ attention. A targeted landing page will work towards compelling a visitor to take the specific and desired action.

There are several ways a visitor can be directed to your landing page:

  • Search engine results link when someone runs a query for your keyword
  • Clickable links in your pay per click ad or other online advertisements
  • Links pointing to this page incorporated in social media posts
  • Email campaigns providing links to this page
  • Organic search engine optimization (SEO) campaigns throw up links to this page during relevant keyword searches

The impact of your landing page can be measured by analyzing the number of visitors who convert. Tools are available to measure the number of visitors. These tools will also provide you information on the means by which they landed there – was it your SEO strategy or your PPC campaign or your social media activities or even your direct mail campaign. 

If your campaigns are attracting a lot of visitors but none are converting into leads then the problem might lie with your landing page. The solution lies in enhancing and optimizing your landing page to maximize conversions.

Types of Landing Pages

Depending upon the objective you want to achieve, your landing page can be of two types:

  • Informational landing page: If you want to present yourself as a thought leader then you can create an informative landing page, which displays content that is relevant to your visitor. Ideally, the information should center around the keyword that brought the visitor to your landing page in the first place.
  • Action-oriented landing page: This is a landing page with a clear call to action.  It could be oriented towards convincing a visitor to buy a product or capture contact information through an online form. If making a sale is the objective, you have to ensure that previous interactions with you provided the visitor enough compelling reasons to do so. If capturing information is your goal then you can do so by offering valuable content.

How to Optimize Landing Pages in 2013

A good landing page needs to target a particular action. Leading visitors to your Home page, for instance, can prove confusing. The visitor might have been searching for information on a particular keyword. Now unless your Home page immediately offers information related to that keyword it is likely to leave your visitor confused. More often than not, this will result in a quick exit from your website, and thereby, a missed opportunity for you.

You need to be very clear about what you want your visitor to do once they land on your website. Only then can you increase the possibility of converting your traffic into actionable leads.

Below we have listed a few measures you should take to optimize your landing pages in 2013.

  1. Singular purpose: You need to be absolutely clear about the targeted traffic and the action you desire from them. Minimize distractions.  Eliminate unnecessary copy, graphics, form fields, and links. Provide clear and simple call to actions. Do not confuse your visitor. Make it easy for them to focus on your call to action.
  2. Short lead form: Visitors hate filling forms, so the longer your lead form the more the number of visitors who are likely to drop off. Keep it short. Capture only information that is necessary to stay in touch. 
  3. Relevancy of content: Ensure that the content on your landing page is relevant to your keyword. Highlight the benefits of engaging with you for business. Ideally, your landing page headline should match the link your visitors clicked to get there.
  4. Call to action: Make sure your call to action (CTA) is clearly visible. Use directional cues to direct attention to your CTA. Have CTA links spread across the page in order to make it easy for visitors to take action whenever they are ready.
  5. Responsive design: Think like a user. Test your page to check whether it provides information that is relevant to the keyword they used. Is it visually pleasing? Is the messaging consistent throughout?
  6. Transparency: Visitors will always be wary about sharing their contact information. Clearly state what you intend to do with the information you collect. Ease any concerns they may have about the information falling into wrong hands. Highlight your contact information such as phone number and address. Provide links to your social media handles at the bottom.
  7. Test thoroughly: Creating a landing page is only the first step. Use real-time A/B or multivariate testing to continuously test the various elements on your landing page and determine what resonates best with your visitors. Improve your page accordingly.

Landing Page Webinar:

On April 25, Chuck Bankoff, Director of Web Services for Kreative Webworks will be conducting a public webinar where he will outline the common mistakes businesses make when it comes to their landing pages and why these can instantly kill your campaign conversions.  In addition he’ll also share 6 steps to effective landing page design that will help ensure your overall paid advertising success.

You can register at: www1.gotomeeting.com/register/824345448

 

 

Kreative Webworks is a Digital Marketing firm in Orange County California since 1999.

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Ironically it’s usually easer to convert existing traffic into customers than it is to get more customers.

 

Here’s how the math works (the easy type of math):
• You get 1000 visitors to your website each week.
• You convert 1% of them into new business
• That gives you 10 new customers each week.
You decide that you need to double the amount of new customers each week. What is easer; to double the amount of traffic to your website to 2000 visitors each week, or to make changes on your website to convert more of your existing visitors?

 

More Math:
• You get 1000 visitors to your website each week.
• You convert 2% of them into new business (double the conversion rate)
• That gives you 20 new customers each week with the same amount of traffic.

 

Here are the top 5 adjustments that can increase your conversion rate:
  1. Imagery, color & layout: Carefully select images that complement the site’s content. Using effective imagery contributes significantly to keeping your visitors on the site and improving your website’s bounce rate. Similarly, color affects behavior so choose the right color palette to portray your product and service in the right light. The layout of your site should help guide visitors to your sales funnels. Remember, this is about the users’ experience, not yours!
  2. Personas: Think of your target audience and the different personalities you are trying to attract. Consider how they will look at the information on your site and identify their trigger points to ensure they see your offer as the right solution for their needs.
  3. Contact forms and phone number: Avoid making a visitor search through your site for a phone number. By simply adding your phone number or a small contact form to every page makes it easy for your visitors to contact you. It’s also a subconscious invitation for them to pick up the phone. This is simple but can get you outstanding results.
  4. Clear, concise content: Remember, people don’t read on the Internet, they “scan”. They see pictures headlines and bullet points. So develop content that is straight to the point! Use effective titles and bullet points to increase readability and visitors’ understanding that they have found what they are looking for.
  5. Call-to-action: Even if your content is clear and customer-focused, you can’t depend on it to get visitors to convert. Just like dealing with customers face-to-face, you need to “ask for the sale”, or conversion, with inviting, easily clickable calls-to-action.

These are simple but effective ways to increase your conversions quickly.

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