Anyone involved in target marketing knows that a landing page can make or break a campaign. Getting people to click on your email link or banner offer is irrelevant if they don't see what they expected to see, can't find what they came for or are just plain turned off by your landing page.
Regardless of your industry or who your target audience is, the goal of your landing page is simple: It must efficiently and effectively inspire the visitor to complete your conversion action. Unfortunately, Web designers are rarely trained in conversion optimization, and marketers are often hampered with brand standards that end up taking priority over basic optimization principles. The end result is often a landing page that turns away visitors instead of engaging them.
The key to effective landing page design is clarity. Your website visitors should be focused on taking a simple path that leads to desired conversion actions. This simple path should arise out of the Zen-like stillness of your landing page.
Everyone wants to find the silver bullet. I am often asked what should be on the perfect registration or sign-up landing page. Of course, the answer is always the same: "It depends." So you should test different approaches on your specific audience. No single prescription will fit all circumstances.