A good landing page

Posted by Leo on May 23rd, 2008 at 07:34am

A landing page is not just a simple one-page website. It is a webpage that is designed specifically to drive lead / sales when the client visits the page. It is usually heavily employed on PPC campaigns (and earn money fast scams).

To effectively convert on the spot, a landing page should:

1. Contain only the relevant information, presented in bulleted list.
2. Have the conversion form on a prominent spot, usually on the right hand column, above the fold.
3. The conversion form should have less items other than the essential information.
4. Create urgency (buy now and you will get another sample / 20% off etc.). Put in a deadline.
5. Put in testimonies (but not too many).
6. Eliminate the number of links to the minimum.

Remember to test the performance of the landing page. You may need to tweak the design and do another test, to make sure that you get the best result for the money spent.

For testing, I also recommend form tracking. Form tracking allows you to see where the visitor drop out when filling in the form. Heatmap tracking probably won’t do much good as you should have only a limited number of items that are “clickable”.

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