Zoosk have created an ideal landing page
Landing pages are a key tool in an online marketers’ toolbox. They are often linked to from social media, email or PPC campaigns to convert site visitors into sales leads.
Building landing pages over the past 3 years has taught me that it is both an art form and a science. Below are a collection of best practices I take into consideration when optimizing landing pages:
1. Have a clear strategy and don’t take your eye off the big picture
2. Keep it simple, stupid (KISS) – This is the fundamental of any design project. The landing page is a place to deliver a simple message and to push conversion. DO NOT try to go overboard with content or design. Any forms on the page should only collect the bare minimum information required for a conversion.
3. Another design concept, try to keep content above the fold, people hate scrolling.
4. Create the page on brand – the landing page should be an extension of your company’s branding, so it must adopt the same voice, tone and style as the rest of your site
5. Provide social proof – People like to know that others approve of the product and are using the product/service successfully. You can do this through testimonials, customer logos, awards badges or press logos.
6. Make the Call to Action (CTA) clear and easy to respond to.
7. Ensure the page is browser or platform compliant. Many people use mobile devices to access websites and having a landing page that breaks on these devices could seriously affect conversion rates.
8. Respect social norms – Not including links to a privacy policy or terms of use can lead to the credibility of your landing page being questioned.
9. Use Analytics and Thank you pages to monitor conversion and ROI. Thank you pages can also be used to give respondents additional information that was not presented to them on the landing page
10. Go Social – Adding social features to your landing page such as “Like or Share” buttons could further propagate the reach of your landing page. Videos could be added to the page to further add to visually showcase a product.
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