Five tips for better landing pages

What does an optimal landing page look like? Five tips will help. A discount promotion for a new product, an event invitation or a download page for special content: There are many reasons for creating a landing page. In addition to a focused visitor approach and the possibility to request contact data via a form, landing pages also offer the advantage that important key figures can be measured in a very targeted manner: How many newsletter recipients have called up the landing page and purchased the product presented there? How many readers of a blog followed the link to the landing page, entered their e-mail address there and downloaded the e-book offered?The following tips from SC-Networks GmbH, manufacturer of the e-mail marketing automation solution Evalanche (www.sc-networks.com), show what makes a successful landing page.

1. define the goal and purpose of the landing page

Do you want visitors to buy something, download content, sign up for a newsletter, or register for an event? Never pursue more than one goal on a landing page!

2. define your target group/persona

Once you have determined what purpose you are pursuing with the landing page, you then define who you want to address. Ideally, you have already segmented your address database and distribute your content according to the target group. But even if this is not the case: think about who you want to address and, if necessary, create different landing pages for the respective target groups.

3. ensure consistency and recognition

Visitors should be able to see at a glance that they have landed on the right page after clicking on a link. Therefore, make sure that the landing page design, headings, and keywords are the same as on the source page or in the newsletter. For example, you can use the text of the link on the landing page as a headline.

4. avoid distractions

On the landing page, focus on one piece of content - it's the one that finally caught the user's interest and is the reason they clicked a link. If it's about a product or a download, offer on the page exactly what you advertised in the newsletter, for example, and no other alternatives. Take a cue from well-designed shopping cart/payment pages - again, give the visitor as few options as possible to leave the process. In addition, it makes sense not to include standard navigation elements on the landing page.

5. argue from the visitor's point of view

Landing page texts should be kept as short as possible and always convey the benefit for the visitor. What does the prospect get out of following the call-to-action? Describe briefly and concisely what benefits the visitor will gain if he buys a product, downloads an e-book, or subscribes to your newsletter. Put the most important and compelling arguments at the very beginning of the text - and at the end, right before the call-to-action. Consider the target audience you are addressing in the tone of your texts.These five points are an excerpt from the checklist "Creating Successful Landing Pages." The complete checklist is available at www.sc-networks.com/de/checkliste-erfolgreiche-landing-pages-erstellen available for download free of charge.