Insights from Proteus
Research, Findings, Best Practices, and Humor
We all know that your website is an important part of your marketing arsenal. But there is another digital marketing tool that is often overlooked...
A landing page is a standalone web page, created specifically for the purpose of a campaign to highlight specific deals, events, or limited time offers.
Rather than linking to your website’s general home page, which has extensive navigation, the landing page has one main point and one goal to create less distraction for your online visitors. These pages are specific destinations that contain clickable advertisements or email marketing. Here are two types of landing pages clients can use:
Lead generation landing pages involve an online form for visitors to fill in their information to be included in a reward or part of the conversation. This is a simple way to create leads for your organization. Leads that are already interested in your offering. The form ensures that you have the information needed to nurture these prospective customers by keeping them on your radar for upcoming opportunities.
The ecommerce landing page often highlights a specific, limited time offer. The goal is to ensure visitors can purchase right away, as their interest has already been qualified by selecting the advertisement to the landing page.
Despite the different types of landing pages, they should have two things in common:
1. Simplicity of message
2. Call to action
Some of the best landing pages often have only one main message. Visitors can often get distracted by being presented several options all at once. The goal is to simplify; clear and concise wording. Of course you want the page to be appealing to the eye, but too many images and videos can distract from the goal of the page, the call to action.
The call to action is the best element of your landing page. This includes one button or link to convert your potentials. This makes it easier for your audience to access exactly what they are interested in.
Simplicity is just as important on desktop accessible landing pages as mobile landing pages. Considering your visitors may be outside a wifi zone, multiple videos and images use a lot of data and take longer to load on mobile. As most recent studies will tell you, an increased load time for your page comes with an increase in your page’s abandonment rates.
At Proteus, we consider all of these best practices when building landing pages for our clients. Part of our Smartinnovation™ process involves developing a customer journey with our customers. We ensure a detailed discovery process to learn the purpose and functionality of your landing page.
Check out some of the landing pages we have created for some of our clients:
The more landing pages you have, the more opportunity to convert your visitors to customers. Contact us and learn what a landing page could do for your organization.