Better Pages = Higher Conversion = More Ad Budgets = More Market Share

For landing pages we have to remember that it is all about the user. We are not building the site for our use and interaction, but for that of the user. So before we build out the form and function of the page we need to step back and take the users prospective. Remember it’s not about us. The user doesn’t have to be on our site, and that at all times they are just one click away from leaving.

Focus on the User

We need to know who they are, what they want, what drives them to the site, and how educated they are. This is relative to EDU and these questions will change based on the vertical that the page is being built for.

What is the core message that we want to convey to the user? Once this is decided on, everything we decide to do must be weighed against it. The goal is to make sure everything we do helps enhance the communication with the user.

Storyboard the Page

Using a storyboard is a great way to map out start to end the function and purpose of the site, and provide a good view of what the user will have to do to reach the point of conversion. We should always ask our selves if there are too many steps, are there unnecessary steps, and are there too many distractions.

Things to Consider

Before creating a new landing page Answer these questions 4

  1. What will the ads say that will lead people to the page
  2. What keywords or search terms are being targeted
  3. What needs will the Prospect have
  4. What does/will the ad Promise

Before launching the site Answer these questions 5

  1. What is the offer on the page?
  2. Does it deliver on the offer made in the ads?
  3. Is there a clear and simple way to get started
  4. Is the page easily scan able and professional
  5. Has a separate google analytics account been created for it

Things to look at in all our pages:

  1. Make sure all links on the site work, and all images load properly
  2. Make sure we are upfront on the purpose of the site and what visitors can expect from the site.
  3. The value proposition must be clear.
  4. There needs to be message match between the site and the ads
  5. Make sure the page is organized based on why the user is here
  6. Can anything be improved on the copy of the page
  7. Do we need all the questions on the form? Can they be answered based on the ad campaign?
  8. Should we have Video, Social Networks or Widgets on the page?

The Down Fall of Landing Pages: INACTION

Below are the top 4 reasons that landing pages lead to InAction:

  1. No visual cue for action (missing a call to action)
  2. Long winded pages and forms
  3. No continuity between ad and copy on the page
  4. Info overload

This was just the basics but a good place to start. I always find that when I work on pages that have already been built, if some of these basics were thought out, some sites wouldn’t be in the shape their in.