What are the Features of a Landing Page?
Given that the reason for your landing page is to create a specific conversion, your landing page’s design will vary depending on what it is trying to do. However, there will be common features you will want to consider when building your page, either with your developer or your web team:
- Your page should be specific. Make sure any content is focused on the objective that you are trying to achieve.
- You should have very limited navigation options available. This stops your users from getting sidetracked from the user journey you have planned for them and creates clarity for them as to what their next step should be.
It should have users with high commercial intent in mind and reflect that. If your user has clicked on an ad then chances are they are ripe for conversion. Try and minimise further steps to make sure that you keep that intent high.
Most landing pages will fall into two categories. Lead generation landing pages, or clickthrough landing pages. These can be distinguished very simply.
A lead generation landing page will have a direct form or sale to complete on that page. These are most commonly found when trying to encourage your users to give you their details through free downloads, giveaways or discounts. By using a tempting teaser you can capture email details to continue building trust between your target audience and your brand.
A clickthrough landing page will be focused around a button which will direct the user to navigate to the next action required. This button will likely take the user to a sales page, price plan or shopping cart. It may be accompanied by social proof from satisfied customers, information on the benefits of a service or product or even more in-depth technical specifications.