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Key Factors of an effective landing page

In online marketing, landing pages play a major role when converting a simple visitor into a potential lead. It’s a standalone web page created specifically for ad campaigns or marketing purposes. This is the place where a potential customer lands after clicking on an ad from Google, Facebook, Instagram, youtube…etc. Or it could be the link they clicked when they got your email. Either way, you should definitely know the key factors of an effective landing page in order to optimize user conversions.

When you desire to drive people to your main website, an effective way of getting them to engage with a call-to-action, is to send them to a landing page. This landing page should be specified to back up the offer or promise you made to get them there.

Consider this your ultimate sales pitch. You need to provide a compelling reason for the visitors to take action

  • This is the key place to drive that prospective customer to take action.
  • You have about five seconds to grab their full attention and move them to a direct decision point.
  • Present your offer very clearly.

Landing page elements

  • Heading
  • call to action
  • content
  • secondary call to action
  • clickbait/ Trackable action

The heading

The heading is what you find right on top of the page. This is likely the first thing your visitor will set their eyes on, so you have to make it eye-catching and informative.

This is the place you will put your logo, tagline, purpose statement or even an eyecatching image.

This spot is also referred to as the ‘Hero spot’ due to its importance in attracting your customers. It’s very interchangeable, so you really get the chance to test it out. Figure out what works best over time with practice.


Call to action

The call to action button is what you want people to do, it’s the big bold button that gets you a conversion. It’s extremely important you set this somewhere the users will see and engage with.

You may ask them to engage by:

  • Registering
  • Purchasing
  • Subscribing
  • Booking

Now sometimes we don’t always see the entire landing page all at once. At times you have to scroll down in order to see it. This is addressed as “below the fold”. Now if your call to action is below the bold, there is a high chance it will go unnoticed.

Make sure you play around with the colours, font, sizes, language…etc until you get the perfect match that attracts the attention you seek.


The content

The content should be written in a very tactical manner. This is not the place to write paragraphs and paragraphs of content. It’s highly unlikely that a person will take the time to read it.

Key Factors of an effective landing page

Much consideration should be given to what you will write in the given limit of text because with the limited amount of time a user spends reading it, you must try to increase your chances of conversion.

A must-have is a follow through with content of the promise you made on your ad, post or offer.


Secondary CTSs or trackable actions

People love having options, it gives them a sense of power and authority. The secondary call to action provides an alternative conversion method as appose to the primary call to action. The great thing is, we can use this to track the engagement to the web page. It’s a great way to see if people were interested.

Key Factors of an effective landing page

This could be done via:

  • Videos
  • Downloads
  • Industry-related information
  • Other web pages

In this case, they would have to click to gain more information. Therefore giving you a trackable user engagement count.

The landing page behavior

Key Factors of an effective landing page
The ‘Z’ pattern

Over time some behavioral patterns become predictable and very much useful. The human behavior when it comes to viewing web pages is quite common if you pay attention.

Experts have discovered a ‘Z’ pattern, Where their eyes follow a certain pattern every time they follow a web page. They start from the upper left, go to the right, go down to the lower left and then over again to the right.

They don’t choose to scroll down a lot and prefer to stay on the top part of the page. With this information, we can make some predictable changes to the landing page, in order to optimize its use.

This is the main reason why you see a CTA at the top right corner of an effective landing page.

Key Factors of an effective landing page

Heres a great example by Unbounce. You can see how they have followed the ‘Z’pattern when creating their landing page.


Things to keep in mind

Key Factors of an effective landing page

It’s strategical to use pictures of humans for your advantage. Now naturally when you have a picture of humans on your page, the eyes will break the ‘Z’ pattern to look at it. As humans, we prefer to see what they are seeing. So if you use this in a smart manner, You could direct the picture to look at your ‘call to action’ button. This will take the user’s attention back to your CTA.

Key Factors of an effective landing page

The colour red is also great if you want to get someone’s attention. However, you must not, overdue it as shown in the image. The colour red will break the predicted browsing pattern, so you have to make sure you use it wisely. If you have colour red all over your landing page, you’re saying to your audience that everything on the page is important.


What you should do to when creating an effective landing page:

  • Use short sentences
  • Action-oriented words
  • Apply clear value statements
  • Employ a big bold design
  • Contrasting colours to spice things up
  • Create a single primary CTA
  • Create a single secondary CTA
  • Track the clickable items
  • Direct each CTA to a dedicated landing page

What you must avoid when creating an effective landing page:

  • Using paragraphs of content
  • Ignoring the usage of mobiles
  • Making small CTA buttons
  • Overusing the colour red everywhere
  • Confusing the visitors
  • Too many CTAs
  • Link to the homepage as the landing page.

Your landing pages must be specifically tailored for the offer or ad campaign you are presenting to the users. Don’t send all your users to the same landing page, It’s like generalizing all your potential customers, which will actually lower the conversion rate. So have one designed specifically for each offer you make.

I hope this gave you a basic idea of what a landing page is, and how to create the perfect one. Give priority to your potential customers and the way they think. This is key to increase conversion rates. If you have more ideas, or if this helped you out let me know down below.

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