Here’s a scenario for you, you’re running an online campaign with great banner ad and email designs. You know they’re good designs because your conversion rates are high, the problem is your landing page design – where you are hoping to turn visitors into customers, isn’t showing good conversion rates. Wonder why? Most likely your landing page design and advertising campaign aren’t set up to work together. In other words, your landing page design isn’t following through somewhere. Here are some tips on how to create the best landing pages that will work with your advertising campaign.
Match fonts and colors. First and foremost, you want users to realize they’re in the correct place right away. One of the easiest ways to do this is to use the same font and color scheme in your landing pages that you use in your banner ads and e-mails. This will quickly allow users to identify your page and product without confusion.
Use similar graphics. Similar graphics in your landing page design will work in much the same way as matching colors and fonts, it helps users identify that they did indeed land on the right page. It’s a good idea to use the same graphics, however you have much more design space in landing page designs than you do on a banner, so you can expand on these graphics in the landing page. Just make sure that all the graphics you use have a purpose and expand on your information.
Use the same language style. In order to keep your online advertising campaign cohesive using the same language is important. For example, you don’t want to use language aimed at college students in your banner ad and then language aimed at professionals in your landing page designs. Viewers clicking through to your landing page design are doing so from your banner ad or email so it’s the same audience therefore the same language should be used.
Repeat key phrases. To make your landing page designs even more cohesive with your banner and e-mail campaign repeat key phrases such as your call to action, and titles/headings. One word of warning though, be careful not to repeat everything. Viewers aren’t coming to your landing pages to reread the same information they already saw, rather they’re clicking through to get additional information.
Provide answers. Since viewers are actually clicking through to your landing page they clearly want to know more. Your landing page is the opportunity you have to give them all the information they need to make a decision on becoming a customer. Put simply you must provide them with the information they’re seeking.
Layout. Keep the action “above the fold” or what’s visible on a screen before scrolling down. Keep your headline, unique sales proposition, and, most importantly, your call to action highly visible by placing these elements above the fold. Don’t cram more than you need to onto the screen—too much above the fold can make it difficult to see your CTA—but make sure everything a visitor needs is visible from the get-go.
Navigation. Remove navigation and other distractions that might carry visitors away. Resist the urge to include unnecessary links away from your landing page, including site navigation, additional calls to action, or even links back to your homepage. Your landing page will work best if it stands alone and focuses on a single conversion goal.
Still struggling with your landing page design? Maybe you could use some professional help? Online design agencies like Designpax can design a high quality, high converting lander in 48 hours starting at $199.