Any landing page expert will tell you that there are a plethora of elements that influence the success of a landing page, but the best landing pages focus on two key components: persuasive messaging and contextual design.
Your visitor will want to know what features your product offers and how it works (descriptive or feature-focused messaging). Descriptive messaging is important to include so your visitor knows they are looking in the right place. However, the more significant questions than “what?” or “how?” is “why?”. Your landing page will stand out above your competitors when the copy focuses on benefits, what differentiates your product and why your visitor should buy from you, rather than your competitor.
Contextual design is a user-centric and data-driven design process. Design your pay-per-click landing page with your user in mind. To start, maintain visual consistency throughout the users’ entire experience, from display campaign to the landing page and beyond. On your landing page, make it simple for them to find the information they need, make them feel comfortable with your brand, and above all, make it easy for them to convert. Collect and analyze the data your visitors provide and apply what you learn from them to your landing page optimization plan. Keep testing your pages to improve your user experience and you will ultimately improve conversions as well.
If you haven’t leveraged the power of persuasive messaging or contextual design in your landing pages, you should test these elements now. Let me know how your test goes, tweet me @JennyDeGraff.
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