Tell me more about what landing pages are?
Landing pages are webpages dedicated to promoting one product/service/offer. So take for instance an electrical retailer, whereas they will list all their products on their website; the landing page would only focus on one of their products (e.i. televisions).
Visitors will arrive on this landing page as a result of searching for the keyword 'television' - and then either clicked on a search result (called natural/organic search) or clicked an advert (called pay-per-click).
The reason websites do this is simple enough: it leads to higher conversions. The rationale being that people get less distracted in their pursuit of (in this case) buying a television. So a landing page would typically remove all distractions and guide the visitor to a purchase (or sign-up or a download).
How does Siteta work with landing pages?
Typically we design three to five versions of a landing page and then put them all live. Using (the brilliant) Google Website Optimizer program we track how the various pages perform.
Once we see which landing page(s) the users prefer, we take that design and make further iterations (more on landing page iterations below).
Tell me more about landing page iterations?
Below are wireframes of the landing pages that Siteta made for a client towards the end of 2010. The existing landing page was quite chunky and had too many distractions.
As this website receives a lot of traffic, we were able to set up 6 different landing pages. Each landing page had 2 variations, with the form being either on the right or left hand side.
Forms on the left out-performed the right by a clear margin.
The focus in the landing page above is to provide product examples.
This version emphasises the quality of the product; that it is award winning, reliable and free.
Here, a marketing video is included, explaining how the product works.
In this version, we include trust marks, as the website has been featured in several reputable publications.
After these tests, would Siteta make further iterations?
Yes, we would! In the example above, the bottom landing page was the top performer, so the next step was to take this design and set up further tests to make the landing page perform even better.
Elements we made changes to included: removing the 'confirm email' field in the form, changing the button text, button color, form-field background color, form background color and form border color.
So with another 6-8 iterations to test; we again put the designs to real users and made further improvements to the conversion rate for this specific campaign.
And by the end of it you will get your perfect landing page.