The Basic Components of Landing Page Advertisement
When we create your landing page we get set to discover the most powerful language for your landing page to use it as a call to action. In a short period of time we can start predicting your customer browsing behavior to improve your page (or website) conversion.
- We diagnose current problems with your landing page.
- Create a unified marketing message between the search engine result and landing page.
- Examine common optimization approaches.
- Master specific tools for tracking results and follow strict maintenance procedures.
The Basic Framework
Landing page advertisements are a great way to improve click-thru-rate on your ads. I recently found a single page website that I believe is a very good example of landing page design. What I have done is to use the framework of that page to illustrate the elements of a landing page advertisement.
The first task of landing page design is to state clearly and openly what’s on offer to the visitor. In the redesign, I removed the original information from the landing or “squeeze” page (also known as “splash page”), and added details about the use of each area on the landing page.
Header – the white header title and also, the red area up top with page title.
- Image – This image is of course, of your product or related to your service. We must provide appealing paths forward, constructing a strong “scent” that make’s sure no one stops at the first page.
- Notice the invitation to contact you, or follow you on Facebook and Twiter
- Text Area #1 Include Keypoints- This is the first box or text area under the image This is what sells. It should expand on the enticing headline above, as well as convince on its own. Remember to provide appealing paths forward.
- Text Area #2 – This is the next box or text area below the header image; in the example central panels highlight specific benefits for the target visitor. Include up to four key points about you product, service, or specifics about your advertisement. Make sure that they are the 4 points the customer wants to know (unless the answer kills the sale at this point), and not what you want them to know.
- Always aim to model your information architecture around the target visitor groups. The primary information is large and bold, designed to make it easy to find a next step.
- If you notice, the central panels highlight specific benefits for the target visitor, and could include a bright, bold “x number of day free trial”, or a graphic should include an appealing call to action.
- Next, trust factors. In this example, we see another box (in green) which includes Trust Factors – This is where you place the logo of any media you have been featured or advertise in. Try “As seen In”. If you advertise there, then you were “Seen In”. It’s purpose is to provide the trail to a call to action for the customer to press the button. (Calls to action should be placed at any appropriate points, usually immediately following content that describes the benefits)
- A recap “3 ways to learn more” or how to get More that aims to increase the trust factor
- The Button – Contact Form is the box with the bottom that often says “Buy Now”.
The main goal of your landing page advertisement is to improve conversion.
See how the original landing page looks like live, otherwise click on the picture on the right to see a bigger image.
The only way to be sure of what works for your audience and your market is to conduct tests such as usability studies, A/B testing or multivariate testing. Having the right web analytics tool is vital to this.
The signature of a successful landing page is a step-by-step path that leads each visitor from first view, through to their desired end result. At each step in this process, you should be sure that your landing page:
- Retains your visitor’s trust and
- Keeps the vision of the visitor’s goal
- Without losing sight of its own goals
In order to know how to carry your visitors forwards through your landing page with confidence, you need to understand their goal. What do they want? What are they trying to achieve? The ideal way to start answering this question is to have access to qualitative data on the real people who you intend to use your product/service site. A bit of common sense and imagination can go a long way. Just visualizing any realistic person really interacting with your site is far more powerful than working with a generic “people” or “users” in mind.
Call today and tell us what are your marketing needs. We’ll have the right solution for you too.