Webpage Layout

Design a landing page that makes effective use of colors, trust symbols, buttons, images, and forms that would align with Relationship Marketing (RM) strategies aimed at managing long-term relationships with customers.  Explain in detail how each element would improve conversion rate.

A landing page is the first webpage that a visitor to a site will see.  “It could be the home page, a product page, or a stand-alone page created to be the destination when some clicks on a banner ad” (Larson, & Draper).  Marketers try to funnel the majority of internet traffic to landing pages specifically to maximize visitor conversion.  A marketer should know that landing pages should not include unnecessary distractions. If the element does not directly impact the visitors’ decision to reach the goal an advertiser has in mind, the company is probably better off removing it from the page. A company can perform A/B tests on landing pages to determine whether specific features of the page are helping or hindering conversion rates.

Elements of a Landing Page

Navigation – The navigation bar may be a critical element for some buyer types and products.  If consumers are interested in the product or service they may need more information that might not fit on the page thus resulting in a link on the navigation bar into guiding the customer into a sale.

Colors – Base colors often fall in line with the normal look and feel of the websites, but an advertiser’s advantage is using different colors to draw the consumer eye’s attention to it call to action and goal.  When implementing this tactic, advertisers should remember to main a consistent color scheme in the online ad campaign.

Buttons – Buttons are crucial for success because landing pages have a conversion goal in mind and buttons allow the customer to follow the businesses call to action.  Our book recommends that “A/B tests should be run on color, shape, and size for the button that brings the greatest conversion” (Larson, & Draper).

Images – The right imagery can increase a visitor’s desire to move forward and take action.   Having professional photographs of or about the products can communicate quickly to visitors to help understand what they should do and where they should go on a website.  By using images the site can improve user interaction.

Trust symbols – One way to dissipate a consumers fear is to include trust symbols in the page layout. “A trust symbol is any symbol, icon, image, or small statement communicating to the user that the site is legitimate” (Larson, & Draper).

Optimize for Conversion

By decreasing the bounce rate and shopping cart abandonment, a website will improve its conversion rates.  Having price discounts, promotions, and a streamlined payment process are few of the many thing to help a business’s online conversion rate.

Businesses should use Google analytics’ Content Experiments to help understand what landing page format will lead to higher conversion rates.

Website need to be as easy as possible for visitors to understand and navigate and the site needs to be explicit about the point of each page and what it wants visitors to do on that page or where to go next.

“A well-designed website is essential for the modern day firm. It is a highly valuable extension of the brand you’ve worked so hard to create. Existing clients will visit your firm’s website to find quick information” (Fannigan)

 

Sources

Larson, & Draper. (2015). Landing Page Optimization. In Internet Marketing Essentials. Retrieved fromhttp://library.stukent.com/book/120

Fannigan, M. Brian, “Five Relationship Marketing Strategies that Work”,

http://www.accountingweb.com/practice/practice-excellence/five-relationship-marketing-strategies-that-work

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