What is a Landing Page and How does it help grow your website

When you are scrolling through your favorite social media app, and an ad for something you are interested in pops up, what do you do?

Simple. You click on it.

The page you are directed to is referred to as a Landing page. Landing pages are a crucial factor for successful websites because they create higher conversion-rates for your company. When you click an ad and are taken directly to the product you saw previously than you may be more likely to buy that product. But if you click that ad and you are redirected to the websites home page then you may be less likely to buy that product. Why?

We are human. We are lazy.

Most people want to be taken directly to the product or service because they won't have to search it all over again. As a business owner you do not want your landing page to be your home page because this gives your consumers time to rethink their decision. You may say to yourself,

"but it's only a few clicks more"

Exactly. These extra steps will give your customers more time to rethink their decision on possibly purchasing that new phone or those new shoes. As a consumer, most people only want to spend money for things they need or things they really want. So, when your landing page takes them somewhere they didn't expect to go then they may decide that they didn't want that product after all.

While the destination of your landing page is the most important there are other things to consider when making these pages.

1. Design

2. Content

Design

The design of your landing page is crucial to the conversion rate of your company. As humans, we like to see things neat and in order in everything we do. The same is true for your website. When setting up your site it is always important to keep track of what designs bring in the most visitors and which ones do not. The design can include the color scheme, the display of images, and even the size of font you use.

For example, if you post an ad and a customer views it, you do not want the first thing they see to be the price, especially if your product is relatively expensive. In order to produce high conversion rates, you want to rope the consumer into making a decision on the purchase before ever even seeing the price.

Content

When you are thinking about your landing page, you obviously only want to put information relevant to the page. For example, if somebody clicks an ad for a pair of new shoes, they do not want to be taken to a page made for clothes.

That is an easy way to get your consumers to lose interest. Fast.

Your landing pages should only have relevant information specifically made for each product. If you are making a page for shoes, then relevant information may include sizes, different colors, and even maybe similar products such as other shoes or even socks. The content displayed on a landing page is a key factor to a consumer when deciding on a purchase. Images can also be a part of the content. Images relevant to the product also help lock in that purchase from a customer.

Landing pages are a crucial part to your website's success. Whether it be from ads or your homepage, landing pages help lock in purchases from consumers by simply just clicking on it. Creating good design and displaying informative content will take your website to the next level.

Always remember,

Don't give your customers enough time to change their minds.