There is no doubt that online advertising has overtaken most other traditional forms of marketing. With the amount of technology being developed, which makes it increasingly simple to track performance and conversions, digital marketing is currently the single most effective form of paid advertising. More and more marketers are flocking to digital, away from broadcast television and offline media (i.e. billboards). Still, digital marketing is a fairly complex arena with a plethora of moving parts, all of which work together in harmony to enhance the performance of your campaigns. This is why it is important to ensure that you develop a well-built, optimized landing page for all your advertising campaigns.
According to Unbounce.com, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on a Google AdWords ad or similar.
Typically, a landing page will have what is called a “Call-To-Action (CTA).” In a nutshell, the CTA is the thing you want the person to do when they end up on your page. If you want them to buy a product, your CTA should be something like a “buy now” button. If your intention is to get the person to sign up for a newsletter, your CTA will be the email sign up form, and so on and so forth. It is important to define what you CTA will be and ensure that it is displayed in a way that is simple and obvious to your prospective customer. If your CTA is too complex, convoluted, or hard to find, you conversion rate will suffer.
How fast your landing page loads is HUGE in determining the effectiveness of your advertising. There is nothing more tedious than a link that doesn’t load. A lot of customers will give up and move on. This is the last thing you want after you’ve spent precious ad dollars driving traffic to your site. Making sure that your landing page loads quickly and consistently in order to maximize your return on your marketing dollars should be top of mind when building your landing page.
A lot of factors go into determining the speed of your landing page. For one, the hosting company that you choose plays a major role. If you are using a cheap shared hosting plan, you are almost guaranteed to have latency issues. Design is also a factor. If your landing page contains too many high resolution images or other forms of media, this will also slow load times. You should ensure that your web developer is building your landing page with latency in mind using techniques such as code minification, HTTP request reduction, Web caching, and file compression.
Content & Imagery
Just because your site has to load quickly, doesn’t mean you shouldn’t show off your product with beautiful imagery. There is a balance that must be achieved. Most people are visual, and prefer to see photos and other forms of media before they make a buying decision. It is important that you provide them this. Too much text will not sell your product, shiny objects will!
Really, the most important approach is to keep it simple; quick and to the point. If you make your customer work hard to make a purchase, that will reduce your conversion rate. Landing pages should be kept simple, with an obvious and clear CTA and not too much clutter. A busy web site will cause latency issues and your prospects will get lost and drop off quickly. A simple, one page landing page will suffice–the path of least resistance.