Intro to Landing Pages
So here’s your Landing Page 101. This serves as an introduction to landing pages for someone who is brand new to using them. A landing page is not necessarily your homepage, and is not supposed to be the homepage of your website. It is a specific page that you lead traffic to so that you can engage visitors and convert their visits into your desired goals. Your goals can range from getting subscribers, pooling information for your leads or generating sales from completed checkouts.
Leading traffic to your landing page can be done in so many ways. The most used methods are search engine optimization, social networking like Facebook and Twitter, link building, article directory posting, social bookmarking, and paid advertising like PPC ads. Getting traffic can be an easy thing to do, though it takes a considerable amount of time and patience. The real challenge is on how you can convert the traffic to conversion rates. Conversion rate means the visits that are converted to action by the visitors based on your defined goals.
Introduction to Landing Page Testing: How to Measure Landing Page Success
A landing page needs to be goal oriented. Success can be measured by how a goal is achieved which can be interpreted in numerical data that is called conversion rate. Higher conversion rates result to higher sales or higher registration, whatever your goal was defined from the very beginning.
Once your landing page is live, your work does not stop there. You can use data from your analytics tools and find your baseline conversion rate. Once you have a baseline information, you can make landing page variations for you to be able to do what’s called “testing”. Two common types of testing are the A/B or split testing and the multivariate testing.
Landing Page Testing for Beginners
To make things simple, I can describe briefly how split testing is done. There are many resources online that will teach you in detail how A/B or split testing can be done. For now, I’ll have a very simple illustration of how the process goes.
To get started, you can have at least two versions of your landing page. You can drive traffic to these versions using the all the regular methods that you use so that you can get the maximum traffic possible, and then test which version of your landing page generates the higher conversion rate.
Once you are able to identify the better performing version, you can use this page as your control and create multiple versions. You can keep testing until you get better and better conversion rates.
In a nutshell, multivariate testing is also about creating unlimited versions of a landing page, with time as the only limit in generating conversions.
Effective Landing Page Design for the Inexperienced
If you are someone who is brand new to landing page design, it can be challenging to make it right the first time. However, the rule of thumb is very simple. All it takes for you to design successful landing pages is to have a good understanding of your target audience: who they are, what they need, what they want, what ignites their interest, and what keeps them interested to ask for more. If you get to know your audience well, the rest of the technical skills needed in landing page design would be secondary.
To complete the equation, designing successful landing pages for someone who is brand new to using them essentially needs a good combination of applying principles in psychology for sales and the right technology. After all, like any modes of communication, website marketing using your landing page is beyond a two way communication…it is more about how well your landing page content connects with your audience.