Your Holiday Guide to Landing Pages

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Your logo is sporting a holiday twist. Shoppers are searching from their mobile phones for gifts and store hours now that you’ve made your website responsive. And you’ve even added a variety of fall and winter creative assets to your email marketing campaigns. You must be ready, right?

Give yourself a pat on the back and then be sure you’re getting an extra big piece of the $655.8 billion holiday pie by incorporating landing pages into your holiday marketing strategy. Never created or used a landing page before? Don’t worry, this guide has you covered. Here are the basics:

What is a landing page?

You can “land” on pretty much any webpage, but that doesn’t mean every page is a landing page. The term tends to cause confusion. A landing page is a standalone webpage that has one main objective. Usually it’s a page that provides just enough information to get a visitor to click through to another page (where hopefully a purchase gets made). Or, the page serves to capture visitors’ information, such as names and email addresses which can later be used for marketing purposes.

Why have a landing page?

Landing pages help your visitors focus on a particular offer instead of being distracted by other information on your website. It’s an efficient way to convert a prospect into a lead or customer. Whether landing page visitors are signing up for an ebook, clicking to the next page to make a purchase, or subscribing to your newsletter or blog, from the landing page they’re taking the one action you want them to take.

During the holidays, your landing pages should cater to the expectations of holiday shoppers. No, we’re not talking about adding snowflakes and winter themes, although seasonalizing your landing pages and the rest of your website is important. We mean creating landing pages that directly help make your holiday season a success. Once you determine the goal of your landing page, make sure you follow the guidelines below.

Create a sense of urgency

Landing pages should stress the importance of time. If the rest of your advertising reminds shoppers about year-end deals and flash sales, the links in that advertising should lead to landing pages reinforcing that urgency. Fortunately, one-day holiday traditions like Black Friday, Small Business Saturday, and Cyber Monday come with their own urgency built in, and are excellent events to hook promotions on.

Use powerful headlines

The special, promotion, or event should be the first thing your visitors see. Let the promotion speak for itself. Focus on one or two specials instead of cramming all your holiday deals into the same landing page. Stay away from superlatives like “epic” and “best” because people simply tune them out. What they won’t ignore is straightforward language about discounts, low prices, and deals they can’t get anywhere else. Compelling, quick-loading photos help say what words can’t.

Have a clear call-to-action

Make it easy for visitors to convert to customers. Tell them exactly what you want them to do. Eliminate distractions, and limit the number of options or decisions the visitor has to make. For example, if you want visitors to sign up for a free trial, you need a prominent button that says “Sign up for a Free Trial Now” that’s easy to see and click. Position calls-to-action near the top of the page so visitors can take advantage of them almost immediately.

Stay relevant

Visitors want to see messaging relevant to what they’re looking for. Make sure the page delivers the offer and information promised by the link that took them there. If a visitor comes to your landing page and sees something unexpected, they’ll bounce off your site. We talk about relevancy and other tips to creating a landing page in this article.

Present other useful information, but don’t let it distract

Offer the information customers need right on your landing pages. That includes additional details about the promotion, holiday hours, or links to related sections of your website. This information should be below the promotion and call-to-action, and it shouldn’t distract from either.

Optimize your landing pages for mobile

Smartphone and tablet shopping increases year after year, so it’s important for your landing pages to be mobile-responsive. Each landing page should have a short, attention-grabbing headline, an eye-catching image, and a bold, clear call-to-action. Make sure it doesn’t have too much copy or it will be hard to read on a mobile device. There’s nothing more frustrating than trying to make a quick purchase on your phone only to be stuck scrolling down the page for too long.

Continue to test and evaluate

After you’ve created your landing page, it’s time to put it to the test. Are you seeing the results you want? If not, switch things up and try another strategy. Of course, not every tip will work for every business. For the best results, tailor your landing page to your customers’ needs.

Above all, let your landing pages be a welcoming place for your web visitors to convert to potential customers during the holidays.

Bonus Content

We could all use a little inspiration to get started. In this download, you’ll find:

  • Guideline illustrations
  • Landing page examples our designers have created
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