What Makes a Good Landing Page?
September 28, 2006 by Gaman
MindValley has published an article about increasing your conversion rate with targeted landing pages. A good landing page, according to them has the following qualities
1. The headline and copy correspond to the ad that triggered the page.
2. The focus is on getting visitors to take one specific action.
3. There are no distracting navigational links.
4. The copy is short.
5. There is a prominent subscription form or checkout option.
A landing page is usually shorter and more straightforward than the copy on your normal website but it doesn’t necessary need to be short. It should be as long as it needs to be. High ticket items would sometimes necessitate longer copy.
Your target visitors may demand more information before they are convinced to take the specific action especially if there’s no ‘pre-selling’ takes place earlier before they reach your landing page.
But then, one can argue that you can always give an option to your visitors to obtain more information once they’ve landed on your shorter landing page. Long or short copy, the numbers will tell if you do the right thing.
I particularly find the statistics part in the article interesting. Apparently currently only about 20% of your competitors actually use a landing page. It’s expected the number of PPC advertisers with landing pages mushroom to between 40% and 50% within another 1- 2 years.
So currently, having a landing page is still a significant advantage.
The full article can be found here: How To Increase Your Conversion Rate With Targeted Landing Pages