ClickDimensions landing pages are simple, yet effective entities that help keep your marketing plans running smoothly. The purpose of a landing page is to hold a form, survey, or subscription management page, or act as a sort of confirmation page if a visitor submits one of these web content records. A well-designed landing page can make all the difference between a confused or distracted potential customer and a prospect that’s happily on-track for being qualified. Here are four qualities that successful landing pages made by ClickDimensions should exhibit to hold an effective role in your marketing plan.
1. “Make it simple, but significant.” – Don Draper
Your landing page has a very specific job—it’s designed to act as an extension of your web site, not a fully-loaded web page. Adding too many additional elements or features to a landing page can be confusing or distracting to the visitor. The visitor is on this landing page for a reason, and we don’t want them to leave too soon! Make the design of your page simple and to the point. ClickDimensions offers two types of landing page editors – the block editor and the freestyle editor. You can customize your landing pages to incorporate code, analytics, and other embedded content. Design your landing pages with the visitor in mind.
2. Choose For the User
A common landing page setup would present the visitor with a menu of options and let the visitor decide how they want to proceed. However, this can easily become a confusing or convoluted experience. Sometimes, the best option is to present the visitor with one choice. Direct the visitor to a specific landing page based on where they are coming from, or simplify the options on the landing page. Try to organize different campaigns that point visitors to customized landing pages. Read our post about changing the hidden form field value to reflect the parameter of the PPC link from where they came.
3. Explain What Your Organization Does
You can tell visitors to “register now” and fill out a form—this is different from a call-to-action. Be sure to indicate what the visitor is registering for though and what they can expect when they submit the form, survey, or subscription management page. Presume that these visitors know the absolute minimum about your organization; explain what you do, and why you’re the best choice for the visitor. Do not confuse this with explaining everything that your organization does, so be specific and direct.
4. Ensure Everything Works
This is a reminder to test your landing page with the visitor in mind. View and test your landing page in different browsers, different devices, and even different networks. Make sure that all of your links direct the visitor accordingly. Keep the following questions in mind when testing your landing page:
- Does the auto response email send once the visitor fills out the landing page?
- Do other actions run correctly after the visitor submits their information?
- Does it look accurate?
- Does the data come into CRM correctly?
- Are the landing pages and web content records correct and uniform no matter what browser is in use?
Try to anticipate the visitor experience as best as you can. If you’re in the process of preparing your ClickDimensions landing pages, keep these four qualities in mind. They are sure to give your visitors a great browsing experience and keep their interest!
Written by Molly Lambeth, ClickDimensions Marketing Success Manager