When we place an ad over internet to promote product or services, in this ad we insert a link to a webpage related to ad. So when prospective customer clicks on this ad, he directly arrives at a given webpage called ‘landing page’ to know more about our offerings. It is very important from marketing point of view, that we should create this web page in a manner that will prompt prospective to take a desirable action. So we should focus on certain things while creating a landing page:
Essentials of a landing page:
A. Clear focus : A landing page should contain information about your product or services you want to promote, or sell. No other things or objects should display on this page, as they will distract viewer attention towards other unnecessary things thereby affecting your conversion rate.
B. Presentation: We should present our product or services in a way that will prompt viewer to take necessary action i.e. for us, it is turning viewer into buyer. Below we discuss about – Structure of a landing page.
1) Drawing attention: To draw viewer attention, write something about products or services so viewer will have clear idea about this webpage.
2) Give information about your product or services, show pictures, graphics, info graphics or demos wherever necessary.
3) Create desire: Show viewer, how your products or services useful to them, how they are unique, how they are different from other similar products in the market (if applicable).
4) Call to action: Think yourself - about what viewer should do after he arrived on your landing page? Whether they should click, fill out a certain form, make a telephone call or download something etc. Consider this and design this element accordingly.
C. Fast loading landing page: When viewer clicks on your ad, it is very important that they should arrive swiftly to your landing page. A slowly loading webpage frustrates viewers, creates bad impression and they may go elsewhere.
To make a fast loading landing page we should not keep any unwanted objects on the page. Reducing http requests, compressing images, removing unnecessary css, html, js code helps to load page faster. Also, use xhtml 1.1 or html 5 or php languages to make your landing page a faster one. (To know more about these languages, visit http://www.w3schools.com )
Once your landing page is ready, you can start your ad campaign.