Creating a positive user experience on a website is a key component to a successful online marketing strategy. From that, how do you create a positive experience? Well, give the user what they're looking for.
In many cases, it's either one or two things users are looking for when visiting a website: information or to make a purchase.
So, if you're a business that sells products and/or services, lead the user right to where you want them to go. Don't frustrate them with multi-page navigation, just to help improve your bounce rate.
In other words, lead them to what's called the "landing page."
A landing page is a standalone web page, created for a marketing or advertising campaign. It’s where visitors “land” after they click on a link in an email, or ads from Google, Bing, YouTube, Instagram, Twitter, Facebook, etc., or similar places on the web.
How do you structure the landing page?
It's not complicated actually. You want to create the page based on what you want people or users to do once they're on the page.
- Say there is a product or products you're highlighting. Give all the pertinent information related to your product (cost, dimensions, function, etc.).
- If there are multiple options for your product, give them on your landing page too.
- Be sure to have a clickable call-to-action, such as "Purchase here" or "Add to Cart"
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