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Effective landing pages

Tanya Goodin
Tanya Goodin
23 March 2007

A landing page is a specialised page that visitors are directed to from
an outside source, such as a banner/email campaign or search engine.
The page is usually focused on a particular product or service with the
aim of getting the targeted traffic to buy or take action quickly that
will ultimately lead to a sale. So how can you make your landing pages
more effective?

  • Confirm with the user they have come to the correct place on your site. Use headings and imagery to convey this clearly.
  • Include
    a ‘Call to action’ button towards the top of the page, it should be a
    link to the purchase process, whether it is an order page or quote
    form. It should be labelled clearly and concisely for example ‘Buy now’
    or ‘Get a quote’.
  • Keep the content focused and in a logical
    sequence. Use headings, short sentences and bullet points, people are
    more likely to read and digest the information.
  • Consider any
    purchase questions the customer may have and provide links to the
    required information. For example do they need to read about delivery
    details before committing to a purchase?
  • Ensure the page has a
    fast download time, keep the file size to approx 50k or less. While
    your page needs to look good, it also needs to be lean.


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