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What Important Element Makes Your Landing Page Effective?

Profile photo of Sunday William Submitted by Sunday William April 17, 2016

 A landing page is any separate web page of a website that stands alone. This page is designed to achieve a particular objective. In online marketing, most landing pages are designed to capture and convert leads.

Landing pages could be “Click-Through Landing Pages” or “Lead Generation Landing Pages”. The former have the goal of persuading visitors to click-through to another page, while the latter comes with a form and description of what the visitor will benefit after submitting a personal data.

Marketers utilize different types and designs of landing pages to suit their different marketing campaign needs. Nonetheless, whichever landing page type or style that is used, there are core elements that can make the page effective. These include:

The page must have limited distractions – You should limit the number exit points or navigation on a landing page so that the focus of the visitor remains on the site. You can hide all navigational elements to allow for reader to focus and attend to the call-to-action.

The page must be short – Ensure you keep short all details in the landing page. The longer the details of the form, the more difficult it would be for many people to convert. Keeping a landing page short means that the information contained therein is straight forward and readily increase conversion rate. Remember, most web visitors have low attention span. So, you must tap into this and ensure you simple and short details are provided in the form to inspire quick action.

The page must have a compelling offer – You must deliver value in your landing page so that visitors are compelled to take action. If your landing page has valuable offer and description, it becomes easier for the visitors to fill in their names and give up their emails to you.

The page must have Testable areas – You should a landing page built with page elements that can be tested. This is important so that you can decide what works in the page and what does not work. The areas that can be tested may include the design, the navigation, form, call-to-action button, color, text, titles, etc. The ability to test a landing page gives opportunity to determine how you can improve the site.

The page should have sharing links – Marketing in these days embraces social networking. Thus, you can tap into the huge community of the audience by enabling sharing button on your landing page. Share buttons and links added to the landing page will encourage visitors to share your offers to their audiences.

These are important elements your landing page must have. What other important element do you think can be added to the above list?


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Profile photo of Sunday William
I started with a College Degree in Business but I have been an Internet marketer and writer for 10+ years and have written 5,000+ high quality articles in diverse topics. I have also written 20,000+ comments on Kingged.com and 1,000+ blogs and/or websites. I have been working closely with Kingsley, the admin of Kingged.com for 10+ years and have been in the Kingged.com's administrative team since the first day in 2012. I highly recommend Kingged.com's Coaching and Partnership Program.

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32 Responses to “ What Important Element Makes Your Landing Page Effective?” Leave a reply ›

  • Profile photo of Dennis Seymour Profile

    Good topic Sunday.

    For me, the most important thing is how you show the offer and your call to action. If they arent really enticing enough or not targeted to the user, then it’s practically of no use.

    Nowdays, you can have proven templates as well for landing pages. You just do some tweaking then you track ab tests like you mentioned. Things will go incredibly fast, unlike before when we had to use freakin html all the time haha.
    Dennis Seymour recently posted…The 2 Sides of Guest Posting: I’m on the “It Works” Side, How About You?My Profile

  • Profile photo of Jasper Oldersom Profile

    Hey Sunday,

    These are actually all excellent points!

    However, a landing page doesn’t necessarily have to be short. Some of the most successful landing pages are long-form sales pages. But what I think you meant was brevity. You need to say enough, not more, not less.

    The one element I think any landing page should have is this: Clarity.

    If you aren’t clear enough, readers simply won’t take action. They’ll jump into doubt and procrastinate. That’s the kill of a sale.

    – Jasper
    Jasper Oldersom recently posted…Do You Leverage These Swiping Secrets To Make Your Web Copy More Effective?My Profile

  • Profile photo of EltonCarr Profile

    Hey Sunday,

    Great topic! I recently noticed my numbers starting to equal each other with landing pages that have video and landing pages that don’t have video. I tend to lean towards a few words but with specific words being in different colors.

    Considering recent trends…and that more of the younger generation are spending more time on there mobile devices, your landing page should be mobile friendly.

    Even though my numbers don’t really support the trend of video, I believe that video is important as well.

    Enjoy your day,

    EltonCarr
    EltonCarr recently posted…The Key To Starting Your New Online BusinessMy Profile

    • Profile photo of Sunday William Profile

      Hi EltonCarr,
      I am glad you have used split testing to identify the impact of video on landing pages, or how it has affected the numbers.

      Video is important for making a landing page effective but for it to be effective, there is need to apply quality and the right keyword optimization.

      Yes, mobile friendly feature is vital for any landing page plan for today. Most people access the Internet on mobile and so a landing page that is not mobile-friendly will likely be a disaster!
      Sunday William recently posted…Which is Better For Improved Conversion – Changes In Content, Design Or Both?My Profile

  • Profile photo of Sarah John Profile

    Hi Sunday, Landing page effectiveness begins with content and then moves on to design. It is important to address the content issue squarely.

    For design, the inclusion of easy navigational links will go a long way to improve conversion.

    I am particular about social share button and the positioning of links.

    Call-to-action is important. I ensure this remains effective in my landing page!

  • Profile photo of Celine Profile

    A lot of elements in the landing page can make it convert. It is important for the marketer to recognize what works best at every point in time.

    At the end, what matters is that the smallest insignificant element must address the pain point of the audience per time.

    Doing A/B and Multivariate testing can go a long way to determine the elements that would be effective for the landing page!

  • Profile photo of Ivan Bayross Profile

    Hi Sunday,

    Terrific post. Excellent Landing page information. Delivered in a way that made a ton of sense to me. Thanks heaps.

    I look at landing pages as three unique parts:

    An arrester Headline

    An irresistible offer made using a combination of Text and Image Or a well made, short video.

    The offer section must clearly spell out how the product or service Adds value to the buyer

    An an irresistible Call To Action that follows.

    When this mix is got – just right – for your focused site visitors, your business income should be healthy.

    Enjoyed the read Sunday.

    Warmly

    Ivan Bayross
    Ivan Bayross recently posted…Try Not To Gasp When You Read These 20 Ways To Stay A Mediocre Blogger – Part 3My Profile

    • Profile photo of Sunday William Profile

      Hey Ivan,
      Thanks for joining this conversation and for find a lot of sense with this piece.

      Landing page elements that makes it effective include the arrester headline, the irresistible offer and the irresistible call-to-action as you have pointed out.

      Indeed, for anyone wanting to improve on the effects of landing page, the above elements must properly mix to add value to the marketing content!
      Sunday William recently posted…Is It Really Necessary To Watch The Competition?My Profile

  • Profile photo of Gordie Chase Profile

    I agree with you on all points but the most important element of the landing page in my opinion is the Headline. With a carefully thought out pattern interrupt a landing page could just contain the headline and the submission form.

    I’ve recently received an example of a landing page designed by one of the 7 figure SEO’s that used a pattern interrupt in the form of a question and a simple email submit.

    He said that form was converting at 82% for nearly a year. He split test 10 different variations and the single line pattern interrupt yielded the best results.

    I haven’t tried it because I’m a true believer in providing information to my customers for them to make informed decisions but a lot of the guru’s use NLP techniques to get your email because it works.

    Gordie Chase recently posted…The 4 Google myths that can hurt your SEO!My Profile

    • Profile photo of Sunday William Profile

      Hi Gordie,

      This pattern interrupt is a new one for me! I guess it will make sense to test it and see how it pans out.

      However, For the 7-figure SEO that used this Pattern Interrupt with a question and simple email submit, don’t you think his claim of converting about 82% is not tied to his influence?

      I will agree that a headline is an important element of a landing page because it readily draws attention for further reading or could serve as a call to action!

      Its exciting learning about pattern interrupt from your comment!

  • Profile photo of Gordie Chase Profile

    His entire marketing philosophy is about pattern interrupt as is most 7 figure marketers. You know the guy I’m talking about as most in internet marketing know his name. This is really what the big boys (Gurus) do https://www.youtube.com/watch?v=NyUNbEIVM0s
    Gordie Chase recently posted…The 4 Google myths that can hurt your SEO!My Profile

  • Profile photo of Winford Moore Profile

    I abhor any page that is slow. So, an effective landing page for me must be that which is fast to navigate. I am not saying that the content is not important but what use a Landing page with good content if it cannot be easily accessible?

    • Profile photo of Sunday William Profile

      Indeed Winford, a slow page increase bounce rate and this is not good for conversion. Therefore, features that would inspire steady uptime of a landing page or a website must be encouraged.

      Yes, good content can become useless for a visitor who experiences slowness in the page!

  • Profile photo of Amit Sharan Profile

    An effective landing page , to me, is that which provides visitors with the value they seek. It should contain elements that would make for easy response to the call-to-action.

    Thus, it goes without saying that this page must always be integrated with a responsive call to action!

  • Profile photo of James Ling Profile

    Hi Sunday,

    A landing page must be well designed and promoted for it to have any real effect. There are vital elements for the perfect landing page.

    One must not lose sight of the fact that this page should come handy in ensuring that prospects see the value in the product.

    So, any element that doesn’t readily add value to what the prospect would benefit from must be eliminated from the landing page!

    • Profile photo of Sunday William Profile

      Hi James,

      Of course, any element that doesn’t add value to the expectation of the prospect should not be included in a landing page.

      The Landing page should be distraction free and provide elements that readily increase real value to prospects!

  • Profile photo of Carl Profile

    The best landing pages I have seen are those with limited distractions and compelling features.

    These are major elements that marketers must consider when creating pages for product , project or service offer!

  • Profile photo of Paul Profile

    The landing page element that makes it effective is the call-to-action. Without an effective CTA, the page would just be like every other page on the blog or website!

  • Profile photo of Black Profile

    A landing page must be compelling to inspire action. Thus, whatever feature that encourages visitors to take action is worth keeping.

    For different brands, there are different elements. Nevertheless, it is vital that the best elements should resonate with the content.

    • Profile photo of Sunday William Profile

      Hi Black,

      Content of a landing page is important. Yes, the best elements of a landing page must resonate with it. This is important so that action can easily be inspired!

      Thanks for joining this conversation with your awesome contribution!

  • Profile photo of Patty Roehm Profile

    Speaking of landing pages, how can I have my newest post only show an excerpt so the reader has to go to another page to finish reading the post. I had my homepage like that before but I can’t find an option for that anywhere in WordPress, only for older posts. This way I can keep track of what posts people are reading because now most of the visitors are counted as reading my home page.

  • Profile photo of steven Profile

    Every element of a Landing page is important but I would like to think that the best of these element is the compelling offer.

    Once a compelling offer is in place then the landing page would become appealing in content and in context!

    • Profile photo of Sunday William Profile

      Sure steven,

      A landing page with a compelling offer is great! If a reader doesn’t find the offer of that page compelling then it becomes difficult to engage!

      The best landing pages out there has compelling offers!

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