Creating a good landing page
When creating a landing page you want it to be as engaging to the visitors as it can be. Avoid bounce rates and give people what they are expecting.
It starts with writing a good description for the page, people should know what to expect before they arrive on the page. If its not what they are expecting you will see your bounce rates increase as visitors quickly access if the content is for them or not. Visitors will have a particular idea of what they are searching and also have an idea of what they are expecting.
Include a good first paragraph description. This should be easy to view and explain what the page is about. Statically 80-90% of people viewing a page will read short text in the upper left hand section of your page. This is your 5 second spot to make an impression and a pitch to get them to stay on the page and continue reading.
Answer as many questions as you can on the landing page as to what you are doing online and the purpose of the page. The more questions are answered the better chance of a conversion. Think about what people have typed to find your page and what they are expecting. Surprise is not a good result for visitors on your site and usually ends in a bounce.
Follow up this good content by and easy call to action, either a form number or method to complete your conversion goal. Make it easy to spot and use. Less confusion and ease of use equals more people completing the process. The call to action should also have a sense of urgency, that this opportunity is limited or special.
Landing pages are your first impression, just like meeting someone in person you only have a few critical seconds to make that good first impression.
Lars Svekis
Digital Marketing Strategy Specialist
@lsvekis
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