By Robbie Atar, Director of client services
Functionality is the major element for creating a Landing Page (LP) rather than its looks, as it determines whether or not
a click will become an actual sale, or whether a potential buyer will decide to fill in his details or just to leave the page.
As the most critical stage of the campaign, the LP generates the actual results, thus should ensure the higher possible Conversion rates.
Hereby are several recommended principals for Landing Page creation:
1. Optimize the loading speed
This is a crucial step in the process: the faster the LP loads - the lower your bounce rate will go!
An outstanding design that takes time to open up will probably won’t be able to keep the potential buyer to see your design (or at least complete the conversion process).
2. Define the Objectives for the Landing Page
the content of the page should be determined by the desired results:
generating leads, product acquisition, brand/product awareness, etc.
e.g. A: for online acquisition results, the page should comprise of the minimum necessary details for the actual purchase – to make it quickly and effectively without any hassles to the buyer.
e.g. B: If you want to direct the leads to a calling center, in order to improve their scoring, you can add more qualifying questions, which may have a direct effect on the lead's Value for both the calling center and cost.
On another case, when a higher volume of leads needs to be generated for a huge calling center, it is recommended to “untie” the qualification fields.
3. Ensure the best possible design of text and structure
The major info should be positioned on the "heating" areas of the page, to increase visibility and attention of the users for maximum responsiveness.
e.g.: when the text orientation is from left to right, the "heat (and hitting) area" is at the upper left side of the page. All major messages should be located there.
An additional info will be located at other areas. Again – make sure to keep it on the heat area. The attached Heat Map demonstrates this concept:
"Hot"/ High hit areas – in red color
"Cold"/Low hit areas- in blue color
4. Adapt a proper size and format of the LP according to the targeted audiences.
e.g.: enlarging the size of the fields to be completed for youngsters.
5. Create a sense of urgency in the promotional offer
a sense of urgency can be made by limiting the time of the suggested offer. e.g.:
"you have 22 more minutes to join"….
And last but not least, a continuous testing should be made throughout the campaign, and Landing Pages are regularly tweaked according to test results.
