‘Landing page’ is a first web page that allows your visitors to touch base with your marketing campaigns.
We need a landing page because visitors are impatient and have low attention threshold. Even when we have a cool website with a fancy homepage that contains many sub-pages, it has been observed that visitors will reject you within 5 seconds of landing on your page. Usually visitors practice multi-tab browsing so they are overwhelmed with options.
The landing page should aim to make the user experience extremely simplified, by organizing the flow of information, placement of images, videos and calls to action.
Contrary to popular perception, the usage of landing pages may not be limited to just specific campaigns. Any high flow page is qualified to be called a ‘landing page’ and deserves to be optimized to meet the expectations and need of the visitors.
Landing page optimization is an ongoing process that you may not get right the first time. The main focus should be constantly modifying the web page to drive as many quality conversions as possible.
Conversion optimization is a scientific endeavor. Even though we can come up with a well-informed analysis about your landing pages, these ideas are merely hypotheses until proven successful.
The visitor usability for a particular page can be tested best through an A/B method or multi-variant method. In A/B Testing method, one page is pitted against a variant of the same page under the same campaign and with the same audience. Behaviors are studied for both pages and we derive a winner out of the two. However, in multi-variant testing we dynamically adjust various predefined parameters and learn which combination of parameters works best within one page. Digital Success can run either of these tests for you depending upon your needs.
At Digital Success we continue with the process of analysis – modification – retesting until we reach a conversion rate we are happy with.
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