When something lands, sometimes it bounces right off the bat. That is one sign that you are not doing something right. It is no secret to all web developers and designers that one of the most important ingredients of a great website is the landing page.
The landing page is where users are redirected when they search for your website or click through your website’s link. It’s somewhat different and must not be confused with a homepage. It’s simple. The landing page is like the door to your website while the latter is like a living room where you actually entertain your guests.
There are two kinds of landing pages:
01 Click-through Landing Page
A Click-through landing page is a single page that convinces visitors to click on a CTA or Call-to-Action button to redirect them to another page. The destination page is usually a registration form or something that requires visitors to input their information. A good example of this is Neil Patel’s blog’s landing page.
His blog’s landing page obviously persuades visitors to join Neil’s webinars on how to grow their business. The CTA button redirects to another page that requires them to register with their name, e-mail address and contact number.
02 Lead Generation Landing Pages
This kind of landing pages captures user data by asking for either the visitor’s name, e-mail or website link. Its goal is to collect information about the website’s visitors that will be used for marketing. Lead Gen pages are supposed to be very convincing, hence, they usually tell visitors what they will get in return.
Quicksprout’s landing page is a good example of a Lead Gen page. As you can see in the screenshot below, it only asks for the visitor’s website URL and to login with Google so their website will be analyzed and for them to learn how to make better content.
You have just seen two kinds of landing pages, and I must say, the samples presented are definitely well-created.
So what makes a good landing page? A landing page is considered good when it has a consistent sharp increase in conversion and a decline in its bounce rate.
To analyze what makes up a good landing page, let’s look at all the elements that greatly affect it:
The design has to be very engaging, but at the same time user-friendly. Minimalism is oftentimes a good approach to designing a landing page. You do not want your page to have so much going on, or else your visitors will just end up confused and leave.
Evernote’s landing page is a mixture of Click-through and Lead Generation, but you can notice how clean it is.
Your visitors will most likely find your landing page easy to use if your page has a smooth flow. A page with a very bad flow will confuse and frustrate users, and when they do, they will probably end up closing their browser. When that happens, expect your bounce rate to go a little higher.
Let’s go back to Evernote’s landing page.
It is very important that you never forget to include your header, your title or website’s name on your landing page. The reason for this is simple — people have visual memory. Moreover, it is recommended that this important component is found on the very top of the page. Notice on the two samples that were also presented earlier, Neil Patel and Quicksprout are written in all capital letters on top of the pages — same as Evernote’s.
Next to the header is either the website’s objective or what your page is about. It says everything that you want to accomplish and what you want to happen. If you want your visitors to sign up for your webinar, then you should be able to clearly state what you want them to do and what they will get when they do it.
A well designed landing page is also defined by how easy its navigation is. A Click-through landing page doesn’t always contain the menu bar since its goal is to redirect users to another page. A Lead Gen landing page, on the other hand, usually has a menu bar situated on the top-left or top-right part of it. This makes it more noticeable and users won’t have to scroll up and down just to find it.
See how easy to spot Copyblogger’s menu bar on top of its landing page. It also looks clean, and has drop-down menus when necessary.
The element of a landing page that actually increases a website’s conversion more is apparently the CTA button. When visitors click on the CTA and they get to sign-up or register with their contact information, that’s when the conversion starts rolling to a higher rate, especially when they don’t just leave after that, but are convinced to explore and read more.
Kissmetrics‘ CTA button on its landing page redirects to a sign-up page, and if you are convinced to try their analytics tool and register your name and e-mail, it will redirect you to another page after signing up.
You want your visitors to explore more and not leave your website too quickly, but you also do not want to annoy them with so many CTA and pop-up buttons. One CTA button that leads to another page, and that page leading to another is already good enough.
This is one thing everyone should never take for granted. When you do not optimize your page, it may take time for it to load. Your visitors will most likely lose their patience and leave your page if this happens.
Hence, for your website to have an even higher performance and reduce your bounce rate, you have to make sure you optimize everything in it. There are actually many plugins and tools that can help you do this.
If you pay attention and give each element an ample time, only then will your landing page be considered good. And you will know when you are doing it right. It will reflect on how high your conversion rate is and how low your bounce rate is.