Yesterday, our Sales Executive, Julia, sat down with Ninthlink’s Director of Search and Social, Megan, to discuss effective landing pages and the importance of focusing on relevancy, a clear call-to-action, and the “Blink Test”. For those of you who are not in the marketing trenches with Megan, a landing page is a single page that a user comes to through organic search, pay-per-click, or social media.
No relevancy = Bad User Experience
According to Megan, relevancy is crucial to the health of a landing page. Ad content and copy needs to be relevant to the landing page that a user is being taken. For example she says, “If you see an ad on Google for red shoes and you get to a page and there are a handful of shoes, but none of them are red, it’s a bad experience. It’s not relevant.” One great way to ensure relevancy is through what we at Ninthlink refer to as a DKI page (dynamic keyword insertion). These pages allow a user to see their exact search phrase on the landing page which creates a truly integrated experience and boosts search confidence.
Why Am I Here?
Another piece of creating valuable landing pages is having a clear and easy call-to-action (CTA) on the page. You don’t want a user scratching their head thinking, “What do I do now?” It should be obvious. If the user wants red shoes, the call to action on that particular product page should be “Add to Cart”. It should also be easy. Even if the landing page relevant to the ad, it’s not a good user experience if there are multiple CTAs. The CTA should always be clear. If a user is on the landing page to learn more about a product, the CTA should be focused on downloading a brochure, instead of bombarding them with other options. Keep in mind though that CTAs can be fun depending on your target audience and associated copy – it’s the difference between “Submit” and “Yes! Send Me A Brochure”.
Love At First Sight
Megan also mentioned a strategy called the Blink Test. The Blink Test is the theory that claims: as soon as someone lands on a landing page, they decide within a few seconds if they are going to pursue your website/product or leave the page and look for something better. For more on this, check out Steve Krug’s book, Don’t Make Me Think, which addresses this theory along with other web usability concepts and ideas.
There are a number of components that make up a successful landing page, other than those listed above. Keep in mind a few others: How many fields are on the form? Users are more likely to fill out a page with fewer forms. Are there credibility logos? Creditability logos build a sense of trust with the user. Sometimes even a simple copy change can make all the difference!