Day 4: Designing Landing Pages

Today, we’ll show you exactly what you need to do create a high-performing landing page.

Landing Page Tactics
The landing page is the page a user is sent to after they click on a search engine link or other advertisement link. Instead of sending the user directly to the advertiser’s web site, you can redirect the user to a page that you create.

The main purpose of a landing page is to increase the chances of a conversion, so a lot of analysis and time should be spent on optimizing your landing page.

What’s The End Game?
The most important question to answer when creating a landing page is the goal of the page.

What are you trying to get the user to do or know so that they will convert the offer?

It could be entering an email address, signing up for a newsletter, or convincing the visitor to buy a product – whatever it is you need to keep the end goal in mind throughout the process of creating your landing page.

Think about the path the user takes.

Go through the steps the user must take from seeing the ad up to the point where the conversion takes place. You want to maintain a similar message and appearance throughout the process so that the user thinks they are following one specific path to get where they want to go.

If your initial ad shows in the Google search engine, make sure that the initial message is the same as the message on your landing page.

If the initial ad involves a banner of some sort, make it match in color to your landing page. Go through the user path and try to imagine what a user would be thinking at each stage of the process.

Demographic of user
The beauty of internet advertising is the ability to target ads to specific consumers.

Every landing page you create should be targeted towards a very specific consumer type – creating broad landing pages rarely work.

Try to tailor your landing page to the interests/desires of the type of person who would be viewing your landing page.

Placement -­ What the user is looking for
Research shows that most people look at the top-left hand side of your page, then move on to the center of the current page, above the fold (before you scroll down).

These are the areas you want to focus your efforts on convincing the user to convert. Use the other space to make your landing page match the advertiser’s page as best as possible.

Match color schemes, fonts, borders and even layouts, if possible, to the advertiser’s site.

Keep it simple
Landing pages should not be packed with information as this will confuse your visitor. Instead, go for a simple, professional look. Include multiple ways for the user to convert, and focus them on the center and top-left.

Otherwise, make the site easy to read and format clearly.

People love convenience. You have one central message – the one that will get the user to convert.

Only focus on conveying that message, any other information is extraneous and will only decrease the chances of gaining a conversion.

Depending on the type of offer, a greater deal of information may be necessary to convey this message, but you want to simplify and clarify as much as possible. Bulleted text and visuals are always useful in accomplishing this task.

Testing your Landing Pages
Nobody knows every target audience perfectly. You will need to test and retest your landing pages to determine which design works best for your offer.

One way to test is to create multiple landing pages with different sub ID links.

Using the different sub IDs, you will be able to determine which landing page is converting the best. Using this method, you can throw away your low conversion landing pages, and keep your top pages.

After you find your best designs, you can tweak the design by making small changes and creating a new sub ID.

This is called split testing, as you are continuously making small modifications to determine which version of the landing page works best.

Checklist
Here’s a few things to evaluate after you have designed your landing page:
• Do you have a specific, clear message?
• Is your message aimed at the ultimate goal?
• Have you simplified the page and taken out distractions?
• Are there multiple conversion exits?

In day 5, we’ll show you all you need to know to create a keyword list.

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