It is the first page a visitor lands on after clicking on a link or ad. This page can be almost anything; it can go from a selling product, a subscription to a paid service, or an invitation to a newsletter.
Unlike regular pages, which usually have many goals and encourage exploration and navigation through the website they belong to, landing pages tend to have an only and clear purpose, usually to get the user to accomplish certain action or a so-called conversion. By this being its sole purpose, a well-designed landing page can make a great work because instead of directing the user to the general website where there is a lot of information, options, and sources, they will direct the user through the way the webmaster wants him to go.
With this information in mind, it is easy to understand that landing page's possibilities are innumerable; without the other options or “distractions” of a regular page, a landing page increases the possibilities of a user accomplishing determined action, and by this, improving the website’s conversion rate.
Yes, landing pages can really improve a site’s performance, but there are certain ways and things to have in mind to make a landing page be really successful; here are some:
A landing page should be a really simplified representation of the main page of the website; landing pages have a specific objective, so any distraction that could draw away the user’s attention should be avoided
This is related to simplicity, a landing page should be simple not to distract the user from the objective of it, and it should also be clear so the user can understand what the action the website wants them to do is.
There are many cases and examples where it can be shown the importance of a page's design. For a landing page, it is no exception; a landing page design should be done to catch the user’s attention so he would more likely commit to doing the determined action.
If the landing page includes a form, this should be the most simple information possible; if the landing page in question is to sign up for a newsletter, this should only ask for the user’s address. Otherwise, any extra detail to fill in the form will decrease the chances that the visitor will submit the form.
While designing a landing page, there is no formula to follow because the information and content will change depending on its business, niche, and goal. So, landing pages should be fully personalized to its website. Still, two basics tips should be covered despite any of these features:
Above-the-fold content is a term used by webmasters that refers to the first part of content a visitor sees on a page. This could be from big titles to images and both. Since this is the first thing a user sees when visiting a website, above-the-fold content is a key to drawing people’s attention and making them interested in staying on the website.
Call To Action or CTA is referenced as a website's action asking its visitors to complete. CTA should be straightforward for landing pages because most users on the internet are looking for determining information. The less a website asks them to do, the more quickly they will get to what they are looking for and the more interest they will have on the page.