When creating an online advertising campaign, the following question needs to be addressed by your marketing team: should we redirect the ads to our website or to a landing page? While websites usually contain a lot of information, landing pages are designed so that internet users can contact a business quickly. That is why it is advisable to use them.
Indeed, such pages usually do not encourage lengthy navigation. The goal of these landing pages is to have users fill out a contact form or call a company directly.
We therefore offer you five tips to create an effective landing page, which can increase the number of contact leads for your business.
Designing an effective landing page
The design of a landing page is the first thing that Internet users notice. It is therefore important to adopt a clear and organized design strategy so that users do not feel lost when they arrive on your page. Make sure you have a title and subtitle and that all information is easily legible and understandable.
Do not overload your page by inserting dozens of images. Focus on a photo that will reflect the theme of your company or website.
In addition, it is recommended that the key information and contact form appear above the waterline to encourage Internet users to contact you to learn more about your services.
Shopify has created an effective landing page with a simple but clear design to promote their 14-day free trial. As we can see below, the title precisely indicates exactly what the company is proposing: “Sell online with Shopify” and the subtitle gives a mark of confidence to internet users: ” Trusted by over 325,000 businesses worldwide”.
Like this, users simply have to enter their email address to start their free trial. The procedure is therefore very simple and the limited information allows users to quickly read through the content.
Calls to action
When people arrive on a landing page, it is important that they understand why they are there in a matter of seconds. By following Shopify’s example, the call to action gets straight to the point: “Start your free 14-day trial today!”
It’s easy to understand that by entering an e-mail address, users will be able to start using Shopify. Moreover, another call to action is used on the “Get started” button which can also encourage registration.
Other examples of calls to action include:
For a landing page to be effective, it is recommended that the contact form be kept short so that users don’t hesitate to complete it. Avoid asking for too much information, such as dates of birth, that may be unnecessary for obtaining a first point of contact. Obviously, what is considered an “unnecessary field” depends on the area of activity that your company specializes in.
If your company can afford to request a minimum amount of information via the form, take advantage of it to present only a few fields that can be completed in seconds. The faster the form can be filled out, the more users will appreciate it!
Here are examples of different forms used on platforms such as Instagram or Pinterest.
As the number of people using their smartphones and tablets to browse the Internet continues to grow, it is essential that the landing page is programmed using responsive design to better reach smartphone users.
Having a responsive landing page can increase your chances of conversions because people can read your information without having to zoom in on their screen. In addition, this kind of responsive design allows them to fill out a form easily, regardless of the device being used. If your page is not suitable for all screen types, you risk having a high bounce rate and losing potential customers!
Use the same terms found on your PPC ads
Our last piece of advice for creating a high-performance landing page is to adhere to the information and specific terms found on your PPC ads (Google AdWords, Bing …). If your ad mentions a 20% discount on winter boots, it is important that users find the same promotion on the landing page.
Using the same terms from the ad tells users that they are on the correct landing page. It can be frustrating for the visitor if the promotion is not listed on the page, and it is certain that your conversion rate will not be very high.
This practice can also be very positive for your Google AdWords campaign, among other things, because it promotes the overall quality of your ads.
Having an excellent landing page helps increase the conversion rate of your online advertising campaigns. Make sure to stick to the five practices listed above to increase your return on investment!