The landing page has different meanings depending on the marketer who is using it. Primarily, it’s actual purpose is to simplify the process of understanding your product.
It should provide specific details on how your product looks, how it works, and it would benefit the buyers who purchase it.
Pamela Hazelton explains in her article how to use landing pages, the right way.
She says it is easy to assume visitors have a good understanding about the product before the page loads, but such an assumption is risky and decreases conversions. Short statements, images and video, and bullet points with links to details can be used to get the right message across.
According to Ms. Hazelton, aside from feature-driven elements, landing pages should also include;
- Simple site navigation (no cluttered menus);
- Calls to action (buttons that prompt visitors to learn more, browse a category, or buy an item);
- Calls to any sales or coupons;
- Deadlines on any deals or promotions (including coupons);
- Links to reviews, ratings, video, and other content that helps sell;
- For exclusive and timed offers, a sense of urgency — typically a countdown clock is used for this feature.
Read the full article on improving your landing page for conversions here.