If you run online advertising, chances are you’ve created landing pages to go with your ads. If you haven’t, you should make landing page creation your next project! Taking a user to your general website, instead of a landing page directly related to the ad they’ve just clicked on, is a mistake. Why? Because the person who clicked thru has done so because something in your ad interested them. If where they land is unrelated, they are sure to bounce, and then you’ve lost them.
The function of a landing page can vary: get the sale, get the lead, get the registration for your event. No matter what action you want your reader to take, there are 2 things you must make sure to do:
The offer or key message from your ad needs to be front and center on your landing page. When a user clicks on an ad, it’s important there’s a payoff. Use what made them click in the first place to drive them further to take action when they land on your page. For instance, if you are advertising ‘Save $100’ on your ad, make sure that’s a primary message that greets the reader.
The creative approach of your ad, even if it’s just with a particular font, needs to match your landing page. Continuity between your ad and landing page is important in keeping the experience smooth for your reader.
There are of course other things you should do on your landing page, like making sure your call to action is clear and including social proof (reviews from others), but you need to test your landing pages when you make your decisions on those design elements. What works for others won’t necessarily work for you.