In the purest sense, a landing page is any web page that a visitor can arrive at or “land” on. However, when discussing landing pages within the realm of marketing and advertising, it’s more common to refer to a landing page as being a standalone web page distinct from your main website that has been designed for a single focused objective.
This means that your landing page should have no global navigation to tie it to your primary website. The main reason for this is to limit the options available to your visitors, helping to guide them toward your intended conversion goal.
So, you need to:
- Focus on the Goal
- Propensity to take Action
To achieve great results and to gain more conversions ask yourself regarding the landing page of your product:
- Does your landing page have multiple offers for a visitor to choose from?
- Does your landing page get targeted traffic? (from PPC campaigns, search queries, etc.)
- Do you think most visitors on the landing page are actively interested in your offering?
- Does your landing page contain a screenshot, demo or sample of what is being offered?
- Is there a clear, concise and prominent headline which describes benefits to the visitor?
- Does your landing page list benefits (not features) in the first paragraph?
- Is your landing page long? (more than 2 pages)
- Do you offer anything for free on your landing page?
- Is there more than one call-to-action (or possible next steps) on the landing page?
- Is your call-to-action large in size as compared to other elements on the page?
- Is the color of your call-to-action different from other elements on the page?
- Does your call-to-action contain persuasive text (as opposed to generic “Submit” or “Click Here”)?
- Is your call-to-action below the page fold?
- Does your landing page have more than 3 outgoing links?
- Is your call-to-action and ad-copy (benefits, headline, etc.) located close to each other?
- Is your landing page spread across multiple steps/pages?
- Does your landing page require a lot of information to be filled?
- Does your landing page contain testimonials (or logos) from existing customers?
- Does your landing page show proof of benefits (such as case studies) that you promise?
- Do you prominently display icons/images to assure safety and security of data?
- Is your landing page on HTTPS (secure protocol)?
Visit this link to perform a real test of your landing page