Objective of the landing page

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Objective of the landing page

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Attract traffic is easy. The most difficult task is to convert it: this is the goal of a landing page.
Very big sites could disorientate the visitor: a landing page is a good way to give the visitors exactly what they are looking for.

The landing page must convince the visitor to do one of the things below:

compile a form (people don't like forms)
give personal data (people hate it, they are afraid of being spammed)
buy something (and people hate being swindled)
read a lot of information (people don't like to read too much)

We are facing some obstacles that make difficult to have visitors doing what we want.
This is why the conversion rate is always low, around 1-6%.

Most of the people will not come to the landing page to read and see the design. They will come to find quick answers to their questions like:

Am I on the right page?
Is it just like I was imagining when I clicked?
Do I have to click on the "back" button of my browser?
Can I trust what I see?
How long is it going to take?

Landing pages must answer to the questions immediately.

After this, the visitor will think: Do I have to accept this offer?

At this point they will read the text, the information about the product and so forth: it will help them to decide.

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The ultimate search engine would basically understand everything in the world and it would always give you the right thing. And we're a long, long way from that.

Larry Page

Objective of the landing page

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