5 Rules for Creating an Effective Landing Page

To paraphrase popular wisdom, we can say that “you are met by your position in the TOP, but you are chosen byLanding Page” In short, high positions in search results do not guarantee you a high conversion rate. But a well-designed Landing Page does.

When developing a landing page, it is very important to take into account both design rules and consumer psychology. Therefore, we have identified 5 basic rules, following which you can significantly increase the conversion rate of LP:

1. Be consistent

ContentLanding Pageshould match the visitors’ expectations. That is, if a person came to your site with the request “buy a TV”, and you show him mobile phones, then it is unlikely that he will search for TVs in the catalog – he will simply mind that there is a maximum number press the back button and continue searching.

2. Direct

Encourage the visitor to take the action you need using arrows, buttons, and calls to action. A well-planned route through the site is a guarantee that the visitor will turn into a client. It is very important that the path to the target action is short and does not require much effort.

3. Keep a balance

Don’t overload the page with redundant information. The page should be easy to perceive and understand at first glance. The visitor’s attention should be focused on key points, so exclude those elements that will distract it.

4. Think about the design

Opinions on the design of the Landing Page differ – some say that it should be drawn in accordance with the general concept of the site, others are sure that it is enough to simply adhere to the corporate style. Both are true – everything depends on the specifics of the target audience, as well as the tasks and nature of the advertising campaign.

5. Use the AIDA principle

Landing Page is essentially the same as advertising, so you can safely use the formula “Attention-Interest-Desire-Action”, which is widely used by seasoned advertisers.

The gist is this: first we attract attention ba leads with bright and catchy images (attention), then we take measures to win and maintain interest (interest), then we arouse desire (desire), and only then we call for action (action). You can read about how to make a call to action work in the article“5 Rules for an Effective Call to Action”.

6. Remind yourself

Don’t close your eyes to those people who are not yet ready to perform the target action. Give them the opportunity to do it later. The main thing is that they don’t forget about you. To do this, offer them to subscribe to the newsletter, or RSS, or to learn about your company’s news on social networks. This way, you will unobtrusively but regularly remind them of your existence and advantageous offers.