Landing pages are typically simplified pages that are focused on getting your prospect to take a specific action. They are frequently used in a pay-per-click campaign or some other advertising campaign that drives visitors to a specific conversion page. Your goal is to catch your visitor’s attention in a fraction of a second and interest them enough to take some action.

1. Purpose: Your landing page should have one single purpose. You want it to be laser focused on getting a single result. Many landing pages lack this clarity or have multiple possible action paths. This confuses the visitor which can cause them to leave.
2. Audience: Design your landing page for a specific audience. This could be prospects, clients, investors, job seekers, current employees or the press. Each group will have their own specific needs and requirements. Don’t try and use one landing page for everyone.
3. Conversion Path: Define your conversion path before designing your landing page. Some products have an almost instant buying decision where the purchase is immediate. Others require a long education and interaction strategy before someone is ready to commit. Frequently the conversion path will begin with a form being filled out so education by email can begin.
4. Multiple Actions: It becomes more complicated when there are multiple actions a visitor can take. Suppose you are offering 3 options where someone can buy now, take a free trial or sign-up for a free newsletter. You would want to prioritize your offers where your number one priority is presented first and with the largest call to action button.
5. Measure: Use Google Analytics or other website statistics package to track conversion rates. Decide what it is you need to measure such as form-fills, registrations or purchases. Start with creating a baseline or starting point. If you have multiple actions, place a dollar value on each action so you can measure improvements. Then systematically test changes you make to your landing page as you optimize your landing page.

Related posts:

1. 20 Tips for Designing Landing Pages that Convert
2. Creating Landing Pages that Convert
3. How to Decrease the Bounce Rate on a Web Page
4. How to Maximize Your PPC Campaign
5. How to Create Your Twitter Landing Page.