A well-designed landing page can greatly increase conversions for your PPC or email marketing campaigns. Rather than directing visitors from those sources to your general website (where they may have a hard time finding what they’re looking for), you can direct them to a specially-designed landing page that steers them in exactly the direction you want them to take. But creating effective landing pages isn’t the same as crafting a successful website or email newsletter. There are certain guidelines you should adhere to in order to maximize your page’s success.
What is the Goal of Your Landing Page
Landing pages, like any other part of your online marketing arsenal, need goals. Without concrete, specific goals, there’s no way to create an effective page. Your goal should be clear before you begin designing your page. You also need specific expectations for your landing page, on which to gauge its success. These expectations can be based on previous experience, anecdotal evidence, or simply wishful thinking. But it’s helpful to have a specific number to compare your actual results with. This could be the total number of conversions, or the number of people who make it past your landing page, or some other number, based on your own goals.