The landing page is the factor that determines whether
a visitor turns into a customer. It is a
large part of the conversion factor. To simply “have” a website is not enough
for some companies.
You have to remember, when designing your website,
that your visitors will arrive from all sides.
They will not all arrive through your home page. If you put lots of time into the homepage,
but neglect the 20 sub-pages, then you will lose many sales.
Many people will say that you should treat every page
on your website like a landing page. I
disagree! The truth is that people are
not that dumb (honestly). People think
that because a person spends less than 10 seconds on a website that they are a
lost sale, but they are not. Conversions
from viewer to subscriber, researcher to buyer or user to supplier can take
time.
Do not treat every page on your website like a landing
page
Online companies fall into the trap of thinking that
the sales process begins again with every page, that each page may mean a lost
sale. It is not true. It has come through web analytics, showing
multiple conversions on one page and multiple people leaving on another. If your website is set up correctly, then the
page with lots of people leaving will consist of items that “get rid of” people
who would never buy from you anyway. The
page that converts into lots of sales should be where people “have gone to/
gotten to” in order to buy your product.
Some pages of your website should be a shop window, which will mean that
they will discourage some buyers. Other
pages should be the sales assistant and other pages should be the cash/sales
desk.
Do not assume
Do not assume that your visitors take the time to read
all of your text. That is why your
landing page should be the attention grabber.
It should give people the incentive to click onto the rest of your
website. That is all your landing page
needs to do. It is not there to close
the sale.
You can have many landing pages
Assuming that your website is about more than one
thing, then why not create a separate and focused web page about each
item. For example if you are selling
toys, then you can have a toddlers landing page, a baby landing page, a mother
care landing page, etc. Create each
landing page with immediate visible clarity.
People should be able to figure out the landing pages meaning within
5-10 seconds.
Do not try to please everybody
Do not make five sentences in your landing page appeal
to Britney Spears fans, and then another five sentences to appeal to Death
Metal fans. Keep it all on one theme and
come to terms with the fact that this landing page WILL put some people off.
Aim the style at your target consumer
If you are selling to programmers then do not use too
many lay expressions. If you are selling to middle aged dads then do not use
overly feminine dialects.
