Five landing page success factors
1) Deliver relevance
Where the communication is not relevant we ignore it or filter it out, whether it is a result in the natural search listings or sponsored listings. We need to not only measure visitor volumes and conversion rates but to really understand where and why we are failing to deliver relevance. That can be indicated by low clickthrough rates on an Adwords ad, high bounce rates from a site landing page or high abandonment rates from the shopping basket funnel.
Unlike casual visits by browsers, visitors arrive on a landing page with a directed goal or intention in mind. So the first thing you have to do is instantly show relevance to help visitors achieve that goal. Manage expectations accordingly.
Clear headlines quickly show relevance and also engage the visitor to scan down the page. You need to show the visitor they have selected the right place to find the brand, product, deal, information or experience they are looking for, so the headline must clearly indicate this.
2) Integrate with referral source(s)
The customers’ journey to your website started elsewhere. To deliver relevance also requires consistency with what they have already read elsewhere and the content must meet the expectation raised by other communications.
So in terms of message, branding and creative, the landing page needs to deliver an integrated communication. This applies particularly to offline ads, interactive ads and e-mails.
The key message on the landing page needs to be consistent with the key message of the referral source. So again, you need to show the visitor they have selected the right place to find the brand, product, deal, information or experience they are looking for, so the headline must clearly indicate this.
3) Start the user on their journey
The design should make the next step clear and minimise the number of clicks required during sign-up, since every extra click required in response will generally reduce response by 10%.
The words used to form calls-to-action are critical to create a scent trail that users of the site follow. An effective scent is delivered where the words match what the user is thinking – or what they want to know or achieve.
4) Provide sufficient detail to support the response decision
One of the most obvious aspects of landing pages, and one that is often incorrect , is that there isn't enough detailed information for the visitor to commit to a decision.
To help determine the right-level of information, best practice is to use design personas to identify typical information required and the gap relative to what you deliver.
Also think about the level of knowledge the user has - do your technical product descriptions make sense?
5) Remember the non-responders
Provide a choice for those who don't respond despite your carefully crafted landing pages. Provide a reasonably prominent phone number or perhaps a call-back/live chat option.