The Importance of your Landing Page

A landing page is the first page that a visitor to a website “lands” on when clicking on a link or submitting a URL.

These landing pages are used by advertisers to welcome visitors to the page after they click through. The effectiveness of your landing page can be measured by how well the click-through rate relates to the end goal of the website, whether that be for downloads, subscriptions, sales, etc.

The visitor and the manner in which they interpret the information on your landing page, should thus be the primary consideration for the setup of a website.  This is unfortunately not often the case for designers and developers. More often than not, the thought processes surrounding the setup of landing pages revolve around the mechanics thereof, such as the template, content, calls to action and so forth.

The strategy around a landing page should instead start from the top down, and always keep the visitor in mind. As a result, you need to discern who your visitors are and what their respective needs are. The more information you are able to gather, the better, but this will potentially lead to you drowning in data. Rather, look at these six key points.

1.)  Bounce Rate — This concerns the number of people who land on your page and leave without taking action. The higher the rate, the more possible it is that your site is not meeting the expectations of your visitors.

 

2.)  Unique Visitors — Being aware of exactly which traffic sources drive the most unique visitors will aid you in prioritizing focus on conversion resources. You need to be aware of this number irrespective, as it is an obvious requirement for calculating your conversion rate.

 

3.)  Conversion Rate — This is determined by comparing the number of unique visitors versus the number of visitors taking the actions you desire, such as buying a product. This should be tracked and measured non-stop.

 

4.)  User Agent String — You need to be aware of the type of devices used by your visitors to access your site. The user agent string will indicate what operating system is being utilised by the visitor, as well as reveal whether it’s necessary to optimize for alternative devices, such as cell phones.

 

5.)  Country/Region — It is quite likely that a contingent of your traffic stems from local sources as well as regional and global sources. Depending on your business, it might be worth optimizing for region-specific experiences.

 

6.)  Traffic Source — Are you aware of where your visitors are coming from? In order to increase your conversion rate, you will need to be familiar with all the potential avenues that visitors are using to get to your site. It will also obviously be wise to ensure that the pre-landing and post-landing experiences for users are similar. This applies to the mechanics of the affair as well, as you need to know what your traffic sources are in order to be able to prioritize your optimization efforts.

 

The above mentioned data is all easily measureable via any web analytics program. Visitors, however, are people and not bits of data, and as a result, the task is slightly more complex than simply reading numbers and acting on the information gathered therefrom. All of the above points can be discerned and measured without any assistance from the visitors. But in order to create a more compelling experience for them, and to turn visits into conversions, there are a few important factors that need to be kept in mind.

1.)    Context — This has to do with where the visitor was when they clicked your ad or banner. You need to know whether it was via a PPC ad, organic search, a mail you sent them, or a referral link. Because the context for each option is completely different,  the  expectation held by the user will also differ.

 

2.)    Message — The message present in the medium that a visitor clicked on in order to get to your site should be echoed by the end destination. Otherwise the visitor will have their expectations dashed, and your bounce rate will potentially increase.

 

3.)    Promise — Advertisements represent more than words and messages. You are effectively making a promise to the visitor, and if you wish to keep customers coming back, it is pertinent to keep that promise.

 

4.)    Motivation — Understanding what the visitors motivation was for clicking on your ad or link is very important, and is key to establishing and maintaining high conversion rates.

 

Incorporating context, message, promise and motivation into your landing page strategy simply by capitalizing on the initial interest expressed by your visitors will land you a better conversation rate.

If you are working with a SEO specialist, they will ensure that your landing page covers all of the above and ensure that all SEO touch points are utilized effectively.

Here’s an example of a great landing page strategy: Click here for more

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Also, here’s a great example of a website landing page.