What is a landing page?
Common mistake is that a landing page is the exact same thing as the homepage but that is completely wrong. Landing page is a web page created for the purposes of a marketing or advertising campaign. It's a page on your website which is specifically designed to convert visitors into leads.
There can be numerous landing pages on your website, all specifically designed to serve a purpose. What they all have in common is that they are simple, contrast, have a distinct call to action and have absolutely no distractions.
Here are some of the tips on how to optimize your landing page:
Simplicity – make your landing page simple and avoid clutter. Be sure that it's easy to navigate and has a clear call to action.
Above the fold – your call to action (CTA) and benefits need to be above the fold. In other words, make sure that visitors see what you want them to see and you want them to see your CTA and benefits immediately without having to do any of the pesky scrolling.
Contrast – colors play an important role in marketing, be sure that you use complementary colors so your landing page is easy on the eye. Also it's important that your CTA is highlighted and easy to spot.
Scarcity – create a sense of urgency such as limited time offer on your products. Examples: Only 3 days left, Limited offer, Gone with the wind etc..
Contact information – all possible means of contact need to be instantly visible. Address, telephone number, e-mail, social media even the fax machine number, all need to be visible and easily accessible. It makes you look friendly and open for business.
These are just some starter tips which should help you get your foot in and understand the value of a good landing page. It's important to know that landing page optimization is a process, as you analyze the visitor data you gather and as the behaviour of your visitors change so does the process. Try things out, improvise and adapt!