Why You Need Landing Pages. NOW!
It’s not about technology. It’s about psychology.
The digital world is changing rapidly. The average consumer is tech-savvy and knows exactly what they want. Tailored copy, previously read, is now scanned. Banner ads are seldom given a second glance. Most importantly, the average consumer is sold within 8 seconds.
A successful online campaign is a relevant one – it’s more about giving the audience exactly what they need, rather than what you think they want. As a brand or marketer, the difference is subtle, but important.
There comes a time where businesses realise that their website is not what their potential customers need to be able to make a decision. This is where landing pages are useful, where they can be updated quickly, cost effectively and with relative ease and have huge results on a business (and sales).
Why Landing Pages?
How often have you gone to the grocery store and found exactly what you needed right by the door? Never? So why force your potential customers to wade through your company website, to find what they are looking for?
A good landing page is one that delivers everything a potential customer needs to make a purchase, without having to look. This does not mean everything you have. It means the absolute essentials. The copy is clear-cut, innocently seductive and users know exactly what they are getting. The design is clean, but smart enough to know that it’s not the main feature. And the call-to-action is bold and makes a statement without shouting.
Your website sells your brand – a landing page needs to sell your product or service.
Each element of a landing page needs to pair together to create a tailored path to conversion. A landing page needs to take users on a journey, answering their questions and reassuring their doubts intuitively. Believe me, it’s harder than what it sounds, but the results are worth the challenge.
How big are landing pages for you in 2012? Share any views/questions in the comments.