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Welcome back to me I'm discussing another topic for my Advanced Media Strategy class (hello again Kurt)! Today's topic is landing pages. Namely what they are and how they can be useful or not. I will also be pulling examples to hone in on good and not so good landing pages
This thread is intended to help a brand who may need assistance in creating a good landing page. Google probably has a load more information than a measly college student, but I am here to educate none the less, so strap in!
Landing pages are basically stand-alone web pages to advertise a specific part of a company, for instance, a service. This is where a user will "land" when they click a link or button either on an ad, email or even on the company homepage on the website.
A useful side to landing pages it that it will allow the company to target the consumers to a specific place/service that the company wishes to focus on. This allows for a potential increase pertaining to that specific page that is being marketed. This targeting method can...
also be referred to as a "call to action" as this is the thing you want your customers to see and focus on. A landing page should also be focused, meaning there should not be a million buttons for the customers to click on, this will drive them away from your call to action.
However, on the other end there some downsides to landing pages. If you are not specific enough with your call to action, the consumer will likely get bored (newsflash, people have short attention spans). Do not clutter your landing page with too many options as this can cause...
users to lose interest. You're call to action must be clear and understandable as soon as the customer sees it because if not, you will probably lose the potential of them clicking what you want them to.
An effective way to test a landing page is A/B testing. Running two landing pages will allow a company to find out which landing page yielded better results from the customers.
My example of a good landing page comes from Taster's Club
https://tastersclub.com/
Taster's Club is a subscription service for wine and spirits and offers a quick and simple landing page.
The loading time is instant as the options are literally at the top of the home page.
https://tastersclub.com/
Taster's Club is a subscription service for wine and spirits and offers a quick and simple landing page.
The loading time is instant as the options are literally at the top of the home page.
It gives the consumer two options of joining the monthly club: Give the subscription as a gift or join a club yourself. If you pick to give a gift, you then go on to select the type of alcohol in which you choose to gift, then your subscription type, and then a payment option.
The process flows seamlessly, as after you click the initial landing page button, you don't leave the page until you are ready to pay. It provides you with short and easy to understand options as not to crowd the mind of the consumer. Solid 9/10 landing page.
On the other side, we have credit card company Chase.
https://www.chase.com/
On Chase's home page, you are greeted with a banner talking about a service Chase provides, which changes from time to time. But the banner always contains a button that is the "call to action."
https://www.chase.com/
On Chase's home page, you are greeted with a banner talking about a service Chase provides, which changes from time to time. But the banner always contains a button that is the "call to action."
However, what makes this landing page ineffective is the number of buttons surrounding the banner which makes focusing on the new card incredibly difficult and can force the customer's mind to wonder. Immediately you are also greeted with a sign in box, a search button,
open an account menu (with 10 additional options, and a "choose whats right for you" button menu with another 14 options. All of these buttons come up surrounding the intended landing page, without ever even scrolling. All these options can potentially distract chase customers...
from the call to action that Chase put on the banner, which could limit their interactions and affect the sales on that service or product. 2/10 landing page, points given for the fact it is also instantly on the screen and not a pop-up.
In the conclusion of my landing pages discussion, the most notable thing to take from this thread is that basically, minimalism is key here. Don't distract your customers from the product you wish to sell them, make it easy on them to find and navigate the page.
Thank you for reading this thread, I hope you learned something with that big beautiful brain of yours :)
