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What Makes a Landing Page Effective? – ReadWrite

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What Makes a Landing Page Effective? - ReadWrite


Landing pages can be an effective tool for educating and directing customers and clients interested in your brand. You can customize the designs and content for a variety of different traffic streams and audiences who will become customers. You can tinker with small variables over time to perfect your approach to better, effective landing pages.

A landing page can also be used in coordination with various marketing and advertising strategies, including SEO, PPC ads, and social media marketing.

But — What Makes a Landing Page Effective?

Defining Your Goals

The first step is defining what you mean by “effective.” Different landing pages can be used to different ends — so, what is it that you’re trying to accomplish?

Awareness

Some landing pages just want to introduce customers to a brand or a product. If you’re targeting people early in the buying cycle, it might be enough to inform these potential customers about their possible purchasing options. If this is the case, you can consider your goal to be information; if visitors walk away with a better understanding of their upcoming purchasing decision, it’s a win.

Interest

You might also want to keep your potential clients interested in your brand and your company. In other words, can you persuade your customers that your brand is a worthy consideration for this purchase? Time spent on-page is a major indication of personal interest.

Knowledge/information/trust

Are you trying to get customers to trust your brand or earn a better reputation for your business? If so, the best route here is to provide your customers with resources, such as spec sheets, whitepapers, or eBooks.

Conversions

Of course, you’ll also need to think about your landing page conversions. For most landing page optimizers, this is the ultimate goal – and the most important consideration factor for optimization.

A conversion is a meaningful on-page action taken by a visitor, such as buying a product, filling out a form, or downloading a piece of content. In all cases, a conversion is a necessary step on the journey to becoming a customer. It makes sense, then, that conversions are so revered.

Depending on your goals, you’ll want to lean on a diverse set of metrics and KPIs to calculate your bottom-line results. Keep these goals in mind as you chart a course to a better landing page.

Mastering the Elements

Each landing page you create will include several individual components, each of which can be optimized to achieve your goals, whether it’s educating your visitors or getting them to convert.

  • Design. What is the layout of the landing page? What colors, fonts, and images are you choosing?
  • Copy. What are the most important bits of information to convey and how do you word them? Big headlines and bulleted lists are common features.
  • Functionality. Is it easy and quick to load your landing page? Do all its elements work well on all devices and operating systems?
  • Before landing. Where is your traffic coming from? Have you optimized your landing page to appeal to them, specifically?
  • After landing. How do you handle your potential customers after they arrive? Do they have a clear set of steps to follow? How intuitive is it for customers to follow the direction and flow of the page?

What Makes a Landing Page Effective?

Now to the central question: what is it that makes a landing page effective in its goals? Go over each of these points to find those that will help your conversions.

Appropriate content

First, you want to have appropriate content. If you’re designing a landing page, you’re expecting someone to discover your content out in the wild. You’ll want your customer coming from ads, a social media post and even from search engine results pages.

Everyone who clicks the link to get to your landing page is going to expect what they’re going to find. Your content needs to be in line with the customers’ expectations. You can surely lure customers in with promises of cheap tractor tires — but if your landing page content is all about disc brakes — you’ll have a high bounce rate.

A direct correlation to them clicking on your landing page will be a loss of trust in you, your product and your company.

A compelling headline

Your headline is typically the first thing a customer will see when arriving at your landing page, so you have to make it count. If they get a bad first impression, or if they’re not sure what the purpose of the landing page is — they’re going to leave. Keep things concise, direct, and original – and if possible, throw in something that will make a visitor keep reading.

Plenty of white space

Minimal designs typically do better than cluttered ones. It’s tempting to load your landing page full of valuable information so your visitors/clients/customers can make an informed decision. Still, if it’s overstuffed, it will only work against you. Prioritize the most important design elements and copy and leave plenty of space for readability and aesthetic reasons.

Do you have a simple, clear path forward?

What do you want your customers to do when they hit your landing page? Are they supposed to fill out a form? Are they supposed to download a spec sheet for more information? You need to be clear and direct – and design your landing page in a way that makes it intuitive. If customers don’t understand what they’re supposed to do, or if you give them contradictory directions, they’ll bounce.

Fast loading times

It may seem superficial, but the loading time of your landing page can have a significant effect on the behavior of your incoming traffic (and an impact on your brand reputation). Most customers leave a landing page if it doesn’t load in a second or two, so you’ll have to work to optimize your loading speed. A good caching plugin and clean backend code will do wonders for you.

Demonstrative media

Written content is good, but most people want something more. Pieces of content that demonstrate how your product or service works, such as photos, screenshots, and videos, can increase your conversion rates while educating your visitors so they can become customers. Try to showcase your products in action.

Clear benefits

It’s tempting to bombard your customers with information about how cool your product is and all the features it offers – but this can be indirect and overwhelming. Instead, make it clear what the benefits are. How much time or money is your prospect going to save? What knowledge will they get from reading your guide? In what ways will their life or their career improve?

A favorable exchange

Most landing pages offer a kind of exchange. Customers pay money in exchange for a product or volunteer their personal information in exchange for downloadable content. No matter what, you can take action to make that exchange more favorable for them. Throw in more freebies or ask for less to close the deal.

Trust indicators

Some customers are skeptical when seeing a new company for the first time and interacting with its landing page content. You can ease tensions by facilitating trust. Trust badges, customer ratings and reviews, and testimonials can all help your case.

A sense of urgency — call to action

Some people may be interested in converting, but they procrastinate for various reasons. Unfortunately, most customers who leave your landing page — even if they intend to come back — never return. You need to instill a sense of urgency if you want people to move on your offer; try to imply that it’s a limited-time offer.

AB Testing and Experimentation

You should be prepared for several recursive rounds of AB testing and experimentation when optimizing your landing page.

Measure and analyze your traffic, trusting the data, and pay attention to the tweaks that lead you to the most positive changes in your bottom-line results. What works for one business may not work well for a different business in a different industry — so don’t assume that your “best practices” are all that’s necessary to achieve your goals.

The more you’re willing to adapt and improve, the better your landing pages are going to perform. Do your research in advance and remain flexible so you can keep making iterative progress.

Image Credit: pixabay; pexels; thank you!

Timothy Carter

Chief Revenue Officer

Timothy Carter is the Chief Revenue Officer of the Seattle digital marketing agency SEO.co, DEV.co & PPC.co. He has spent more than 20 years in the world of SEO and digital marketing leading, building and scaling sales operations, helping companies increase revenue efficiency and drive growth from websites and sales teams. When he’s not working, Tim enjoys playing a few rounds of disc golf, running, and spending time with his wife and family on the beach…preferably in Hawaii with a cup of Kona coffee.

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Fintech Kennek raises $12.5M seed round to digitize lending

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Google eyed for $2 billion Anthropic deal after major Amazon play


London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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