A website landing page is considered the hotbed of visitor interaction, conversion, and eventual sales. Due to the superlative importance of a landing page, most businesses spend more time fine tuning the landing page than on creating the content.

While there are myriads of articles written on landing page optimization, the fact remains that most marketers still have half-baked knowledge about landing page optimization.

So, based on our experience in tweaking, and fine-tuning scores of landing pages, we have come with the four basic landing page tactics you should consider in 2013.

Pick Ideas from Competitor’s Landing Page

Before you start building your landing page strategy, it’s recommended that you study the landing pages used by your competitors. Collect as many landing pages you can and store it in a folder for your reference. Additionally, you can ask your sales reps to suggest relevant topics which may be based on customer pain points. These inputs will eventually help you to fine tune calls-to-action on the landing pages.

Avoid Frivolous Content

Remember that visitors hardly spend more than 4 – 5 seconds on a landing page. You have to use this short window of opportunity to convey your message and the selling proposition to the client.  Based on this, your content should be crisp and to the point. While there are exceptions to this rule (the Amazon landing page), keeping it short and succinct is advisable.

Avoid Pop-ups like Plague

It’s a shame to see landing page with pop-ups says ‘BUY NOW’ or ‘CLICK HERE’. Such dead pan tactics only add to the frustration of visitors and result in a higher number of exits.

Experiment with Video on the Landing page

Apart from banners and call-outs, videos are the in-thing with marketers. For instance, there’s a rising trend for users to create, watch and consume information through video.

Nowadays every tech savvy company, like Google, Intuit, and UPS, are incorporating videos to convey the message to users. On the same lines, you can include short videos that add to the emotional or human element of the landing page.

Final Thoughts

It’s equally important to design the landing page with elements that stimulate human senses. In short, use concepts which stimulate visual and auditory senses depending on who your visitors are.

Do you need help designing your next landing page? Talk to our landing page expert who can guide you in developing high-conversion landing pages for your business.

Author - Span Global Services
Span Global Services Author at Span Global Services

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