Landing pages are important for digital marketing and increasing conversions. There are many different success criteria that are all important, however, I have limited myself to the most crucial 5 pillars from my perspective.
Content and quality images
The most important thing about a landing page is the content. It should be brief, catchy in nature, and state the advantages of performing the desired action clearly. Beyond that, it is vital to include quality images that catch the attention of the website visitor through a cool visual, a demonstration of the product, etc..
Website design
By website design, I am referring to a user interface (UI) and user experience (UX). Having a good UI on your landing page will ensure that the positioning of the most important elements is effective and intuitive. Further, the UX should stimulate a good feeling and make the experience on the landing page enjoyable. This is often underestimated but the design and the logic of a website play a crucial role in developing effective landing pages.
An effective call to action buttons
Call to action buttons represents the ultimate goal of a landing page - driving the conversion. It is therefore really important that they are placed visibly, contain a catchy phrase that motivates an action (e.g. Buy Now), are formatted to stand out (colour, shape, font).
A/B testing
In order to evaluate the effectiveness of landing pages experimentally, learning is required on a trial and error basis. I know this does not sound convincing, but by testing different versions of landing pages, you will be able to evaluate their relative performance. This procedure is referred to as A/B testing and compares the performance of two versions of landing pages for a specific time period. The click-through rate is typically chosen as a performance metric.
Customize landing pages
Website visitors coming from different sources will require different compelling arguments and therefore the landing pages should be unique to the audience they are shared with. An example would be that a landing page for Facebook marketing should be developed for younger people, while Google AdWords campaigns target an older group of people.
In conclusion you should consider these factors when creation of your landing page to avoid the dreaded high bounce rate.
