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Anthony Levine

Anthony Levine Manager | Digital Marketing

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Basic Principles of Landing Pages

In the broadest sense of the term, landing pages refer to whatever pages on a website you are sending a potential shopper.  Typically, the traffic to landing pages comes from some form of marketing such as blogs or social media.  For landing pages that drive direct actions (conversions), a few key differences separate these pages from other pages on a dealership site.

Conversion-driving landing pages tend to be a bit stripped down in comparison to a normal website page.  The goal with most marketing is to create a path or funnel for the customer to follow.  Having lots of other options on the page such as social media share buttons, or even site menus, can distract a user from that path.

Landing page text tends to be simplistic, with a headline displaying a key benefit of whatever product or service is being sold along with some bullet points for details.  This is usually followed by a call to action.  Attention-getting call to action buttons help push shoppers in the right direction, so landing pages tend to feature one (two at most), with language that matches whatever marketing sent the potential client to the page in the first place.  Consistency and simplicity are the keys to getting clients to do what is required to continue down the desired funnel.

Lastly, pictures, videos and trust-building items such as certifications, awards and reviews help to round out landing pages and make them seem like less of a dry sales piece.  If the page is overly simplistic, it might turn off potential shoppers.  One of the most difficult challenges of landing page design is the balance between too much and too little information on the page.

Landing pages can help take shoppers to the end of the sales cycle.  What are some standards you all abide by when creating landing pages?

Shane Tyler
Hi Anthony, Great info, as always. So having too busy a landing page and one that doesn't give enough information can both be new client killers. Good to know!
Carl Maeda
Know the user's intent. With landing pages, you know the campaign message that is funneling in the traffic. Think of the campaign message as your promise to the person clicking through to the landing page. Also think about the user's intent as they click through. Once on your landing page, did you fulfill your promise and meet the user's intent? If you did, you'll get a great conversion rate. Knowing the user's intent is sometimes tricky so you may have to test several landing pages or have secondary calls to actions to maximize the conversion rate.

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