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Creating landing pages from ad campaigns

From: User Experience Fundamentals for Web Design

Video: Creating landing pages from ad campaigns

If Category pages are designed to be a type of organic search attractor full of keyword rich content then landing pages are the equivalent for page search results. Landing pages are created for targeted campaigns either from print or online. So they have a singular focus and a strong call to action. Here we have an ad for Mother's Day flowers on a Google search results page. If someone clicks through on it, they see this landing page on our florist's site. This landing page is very similar to regular Category page, but the information it contains is all about getting visitors to buy flowers for Mother's Day from this site.

Creating landing pages from ad campaigns

If Category pages are designed to be a type of organic search attractor full of keyword rich content then landing pages are the equivalent for page search results. Landing pages are created for targeted campaigns either from print or online. So they have a singular focus and a strong call to action. Here we have an ad for Mother's Day flowers on a Google search results page. If someone clicks through on it, they see this landing page on our florist's site. This landing page is very similar to regular Category page, but the information it contains is all about getting visitors to buy flowers for Mother's Day from this site.

Visitors are unlikely to commit to a big action after just one page. So the landing page should summarize the information that people can use to make a decision linking off to more detail from the page. You don't know what level of detail people will need for each point you make on the landing page. Some will be happy with just the summary. Others will need to drill deeper depending upon their prior knowledge and how much research they've already done on other sites. See how similar this concept is to a regular Category page. The only difference is that all the information on this page is aimed at getting visitors to check out the focused content that's related to the ad campaign and to the call to action.

You also need to make sure the pages you link to from your landing page contain the same call to action as your landing page. That way even if someone clicks through for more detail they will still be reminded of your targeted offer. You may have heard of the concept of a promotional funnel where you draw visitors to one place and focus them on the purchase process. Well, that's all very well, but people won't buy until they've learned enough about the product. Because your landing page could be the first they've ever seen of your offerings it's unlikely they will go straight ahead and order at this point.

You need to give them the additional information to browse so they feel comfortable doing business with you. Landing pages also let you track the efficacy of your campaigns. You set up a different page for each campaign. This is important, because each campaign will also have a different message. So it needs different content. By seeing which ads drive the most traffic and which landing pages produce the most conversions you can begin to work out what designs and wording work the best for your customers. Consider these two adverts that the florist ran to promote Mother's Day flowers.

The advert on the left drew more people to decide than one on the right. However, the landing page on the right had a high conversion percentage than the one on the left. That suggests the florist would do even better next Mother's Day by using an advert like the one on the left leading to a landing page with a design like the one on the right. So, landing pages are a type of Category page that have a specific focus and a call to action around a particular product or promotion. The page will have a similar level of summary content to other category pages so expect visitors to want to click on to subpages before they're ready to make their decision.

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User Experience Fundamentals for Web Design

52 video lessons · 29257 viewers

Chris Nodder
Author

 
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  1. 1m 7s
    1. Welcome
      1m 7s
  2. 4m 37s
    1. Building a site for your visitors
      1m 29s
    2. Understanding how people browse the web
      45s
    3. It's all about information
      48s
    4. What causes people to leave sites?
      1m 35s
  3. 3m 50s
    1. Simple design
      1m 9s
    2. Consistent design
      1m 11s
    3. Standard design
      1m 30s
  4. 20m 55s
    1. Elements of navigation
      1m 21s
    2. Content has a structure
      2m 18s
    3. Understanding menus
      3m 19s
    4. Reviewing some menu myths
      2m 4s
    5. Working with site maps
      1m 5s
    6. Adding search to your site
      2m 53s
    7. Understanding links
      3m 43s
    8. Exploring clickable elements
      1m 18s
    9. Understanding Fitts's Law
      2m 54s
  5. 11m 19s
    1. People can begin from any page on your site
      1m 24s
    2. Elements every web page should have
      3m 25s
    3. Creating progressive navigation
      3m 22s
    4. Arranging your content
      3m 8s
  6. 8m 7s
    1. How people read on the web
      2m 31s
    2. Writing for information exchange
      1m 43s
    3. Formatting pages for information exchange
      3m 53s
  7. 7m 21s
    1. Using your homepage as a site summary
      1m 50s
    2. Creating fresh content
      1m 20s
    3. Displaying navigation and search
      1m 25s
    4. The five-second test
      2m 46s
  8. 8m 8s
    1. Showing people what you've got
      3m 50s
    2. Making comparisons easy
      1m 24s
    3. Creating landing pages from ad campaigns
      2m 54s
  9. 11m 22s
    1. The real purpose of detail and product pages
      1m 16s
    2. Writing descriptive text
      2m 4s
    3. Using images to set context
      2m 17s
    4. Showing the price for products
      2m 27s
    5. Have a call to action
      1m 36s
    6. About Us: a special detail page
      1m 42s
  10. 10m 58s
    1. Ask for information in context
      2m 25s
    2. Making forms as painless as possible
      2m 34s
    3. Creating form fields
      3m 37s
    4. Handling errors gracefully
      2m 22s
  11. 9m 9s
    1. Using different types of media
      1m 55s
    2. Simple question: Does it enhance the experience?
      2m 15s
    3. Using graphics for explanation, not decoration
      1m 17s
    4. What is interactive content?
      1m 58s
    5. Laying out your page for media
      1m 44s
  12. 5m 3s
    1. Making money without selling out
      1m 37s
    2. Adding graphical ads
      2m 10s
    3. Creating text ads
      1m 16s
  13. 3m 42s
    1. Simple, consistent, and standard design
      2m 4s
    2. Consider your users and you'll be fine
      1m 38s
  14. 1m 31s
    1. More resources
      1m 31s

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