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What makes a good landing page?
good landing page
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msg:552523
 1:49 am on May 10, 2005 (gmt 0)

What do you guys think makes a good product landing page as far as colors, layout, text, etc.? I'm interested in hearing what you think works and doesn't work in helping get the customer to the merchant site and encouraging them to buy.

 

gazraa




msg:552524
 9:51 am on May 10, 2005 (gmt 0)

i'd say simplicity is one of the main points.

make it as easy as possible for the person to do what they need to do to make the purchase/fill in a form etc

zivkovicp




msg:552525
 10:00 am on May 10, 2005 (gmt 0)

I agree. Make it simple and fast loading.

Color is also important, if you are trying to encourage *impulse buying* then I suggest bright strong colors like red, yellow and orange.

If you want to imply a trustworthy product or service, go for more soothing colors like light or pastel blue, green and white.

A good way to figure out what works is to take a look at the most popular websites for that topic and *try* to find a common theme or element, then use that in your website.

Hope this helped.

ShantiShunn




msg:552526
 4:42 pm on May 10, 2005 (gmt 0)

(sorry about the formatting, it was a word doc write-up)

Landing page points to know about:

•LPs should be formatted so that the desired action (i.e. download, buy, lead form, etc.) should be at the top of the page.
•LPs for search should have no Pop-ups, JavaScript prompts, etc. Basically, the LP needs to have a clean, professional feel to it. This creates a higher user sense of professionalism and is a direct representation of the product or service provided by the company.
•Content should not seem mysterious or vague as this creates a sense of alert. This can be bent slightly if used to prompt awareness or put into educational terms (i.e. “Your computer may be infected with Spyware right now.” – typically used by Spyware companies to create a sense of urgency).

•Tips and Tricks:
oContent should include any awards, special mention, etc. as hooks to motivate the potential consumer to take the desired action.
Examples would be:
•5-Star Download.com Rating, No Spyware logos to reassure the user that nothing additional will be installed (download specific), any other special mentions from reputable sources, etc.
•Special mentions should open up a new page so the more curious user can verify the fact mentioned if so inclined.
oUse content hooks on the LP to increase Ad text tie in potential such as:
“Over X number of satisfied users”, “free customer service”, “100% satisfaction guarantee”, etc.
This allows for advertisers to create stronger LP cohesion between their keywords, ad text and finally the LP itself to create a nice, consistent user experience which should typically result in higher conversion rates.

•Typical Internet Offerings
oBuy Direct – this is when the desired action the ad or LP is supposed to generate is an actual sale. This is primarily used for tangible products (i.e. books, electronics, etc.)
Exceptions: The biggest one would be downloadable software. This type of product can have a buy direct option which after the purchase is completed, the user will be prompted to download or be provided a download link via a confirmation email.
oDownload – this is when a product can simply be downloaded.
Variations: Sometimes this will be a download to sale (i.e. trial period software) or just a user base expansion (i.e. promo offers).
oLead Generation – this is when a form is used to gather specific user information.
Variations: Gathering email addresses, follow-up sales approaches, local market discovery (i.e. zip code tied to email address) or other forms of post communication efforts.
oContent Promotion – a form of branding using active promotion to try to gather a user community for future endeavors.
Typical Uses: News websites, bulletin boards, coder communities and even some blog sites to name a few.

enjoy!

Shanti

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