Performance Is A Landing Page’s Purpose
Building a nice landing page may seem relatively simple and a guarantee of success. However, a good landing page is simply a high-performance landing page and ultimately, regardless of its design. Performance can simply be defined as the ability of this page to achieve the set objectives. For example :
- Download a white paper,
- Registration for a webinar,
- Request for a promo code,
- Sign up for a free trial,
- etc
To design and deploy an effective landing page, it is therefore necessary to know or be inspired by certain principles.
The 9 golden rules for a successful landing page
Respect the graphic charter of the company or organization
It’s obvious, the landing page must reflect the brand and/or the graphic charter of the company. It is essential that the prospect (the lead) clearly and unambiguously identifies “where” he is. Displaying the company logo may be enough.
Do not forget to put a favicon (often which still represents the company logo) on the landing page.
In the same perspective, it is essential that the landing page is on a secure URL responding to the HTTPS protocol (the green padlock in the URL bar) and that it is hosted on the domain name or a subdomain of the society. For example: https://landing-page.detamota.com
A user who doubts will tend not to click on the CTA, or will not fill out the form or will even close the page or the tab directly without going any further.
However, all these rules should not prevent you from being creative or even eccentric in order to captivate the prospect and, if possible, arouse emotion.
Perfect Mobile Compatibility
Mobile phone browsing is now more important than computer browsing: according to a study by Hootsuite and We Are Sociale published in 2022, mobile traffic represents just over 59% of overall traffic (find the different elements of the study here) !
Unsurprisingly, therefore, it is particularly important that your landing page be accessible on a mobile phone and that its display be responsive. The click on the CTA must work and be fluid on mobile.
Again, we must not forget the rest of the course, whether it is an email, another page, which must also be mobile responsive.
Have Only One Goal And Only One CTA
A landing page to be effective, must serve only one and unique objective. Why ? It is a question of not losing the user or the prospect who has already been directed from another media (CTA, pop-up, email, QRcode, etc.) to this landing page. This same user expects to find something specific and therefore does not have to search among several proposals or actions.
By not multiplying the CTAs, we avoid any irritants that could disrupt the user’s experience and prevent him from going through the process.
The exception proves the rule: it is possible to add links to the organization’s social networks if they are formatted and positioned so as to be in the background of the landing page: the main CTA must remain at the forefront plan !
Have No Navigation Bar
As its name suggests, a landing page is a page and not a website. The reflection is similar to that of the single CTA: the landing page is part of a journey and anything that would encourage the prospect to leave the journey is to be avoided.
We will therefore avoid encouraging users to click on menu items that would be present in the navigation bar.
Put A Catchy & Explicit Title
The landing page is a showcase that must be attractive. It is therefore essential to work on the content of this one so that it is attractive, catchy but also explicit.
The title is the element that must be particularly thought out because it is the main element that the user will see and read.
State The Benefits Clearly
To increase the performance of a landing page, it is a good idea to expose the benefits of clicking on the CTA from the perspective of the prospect.
By explaining the benefits and what they will get out of it, the user is more likely to be convinced and continue on the path you have planned.
Don’t Overlook Post-CTA Click Actions
A landing page is not limited to a single page. Clicking on the CTA triggers one or more actions: a message directly on the page, a redirection to a specific page, sending an email or a text message.
The messages that follow the click on the CTA must be consistent with the context of the landing page, both in terms of speech and design.
These elements must make it possible to give more information to the user but also to reassure him. For example, if a lead registers for a webinar from a landing page, but then it is not well explained how to participate in this same webinar, the person is likely to end up not participating in your event…
Have Tracking That Works
Tracking is an important element that should not be overlooked. Properly designed tracking will allow you to manage KPIs related to your landing page. For example, you can measure:
- The number of visitors to your page,
- The bounce rate,
- The number of clicks on the CTA,
- The origin of the users,
- etc
Implementing a Continuous Improvement Process
A landing page must be improved or must be used to improve a future landing page. Hence the importance of the previous point on tracking, it is essential to have indicators to analyze the strengths and weaknesses of your landing page.
Some tools also allow you to do A/B testing to further increase the performance of the landing page by selecting the version that was the most effective and that triggered the most clicks on the CTA.
