What are today’s landing page best practices?
As a hybrid B2B and B2C agency, we do a ton of landing pages. As with any genre, the conventions for landing pages have changed over time. What worked a few years ago isn’t necessarily the answer to lead generation or product promotion today. Done well, landing pages are a great way to tailor individual campaigns. Done poorly, they can nip engagement in the bud. Here are some recent trends and strategies we’ve been seeing that may influence your approach to landing pages in 2022:
1. Leverage landing page optimization tools in tandem with social media to maximize campaign impact.
When linking clicks from social campaigns, there’s typically a decision to make: landing page vs. website? With social clicks (whether they’re from ads, newsfeed posts, or other interactions) we’re seeing more brands opt to go the landing page route. The main advantage of a landing page is how you can guide the user through the experience in a targeted way. They also offer a low-cost option for A/B testing messaging, graphics or offers—something that isn’t practical on your main site.
Customized landing pages for different ad locations and segments can also enhance response to your brand. Middle-aged women clicking through from Facebook may respond to different tactics than a younger demographic from Instagram, for example. Even if the product or service is the same, you have time to create a landing page experience that takes full advantage of their initial interest.
2. Prioritize landing page design with multiple CTAs to accommodate user preferences.
Landing pages aren’t just a digital sales pitch. Counting on consumers to scroll through a whole page and then click or convert is a losing game. Crucially, this approach doesn’t account for other forms of engagement. Landing pages with diverse ways for the audience to interact are becoming the new norm (thank goodness) because they tap multiple channels of engagement. Ultimately, any positive interaction with your brand is a win.
If you use a heat map with a choose-your-own-adventure style page, you can start to develop an iterative approach to your landing page lead generation strategy. Do potential customers want to learn more about you on social? Do they want to see a special offer? Do they want to visit your website? Do they want to sign up for emails or texts? Do they want to download materials? Give them a choice (without distracting them—it’s a fine line) so you can find out what they engage with most. Not all potential customers have the same endgame. Your landing page doesn’t have to, either.
3. Don’t let yesterday’s landing page examples define your approach to design and functionality today.
It’s slow going, but we are finally seeing brands break the trend of a long vertical scroll-as-default. Have you ever considered a horizontal scroll landing page? What about an above-the-fold animated graphic with CTAs embedded in visual elements? Or maybe an interactive quiz with CTAs in the answers? We’ve seen all of these—and more. With a little out-of-the-box-thinking (plus a flexible landing page building tool and some bespoke code) you can create something that gets your brand noticed.
Disrupting your audience’s expectations in a way that doesn’t violate usability can make a landing page more effective—and more fun—for people who are tired of the traditional “scroll until you bounce” configuration.