Landing pages and the 25 questions we should ask ourselves

Here are some of the questions we should ask ourselves before designing or drawing up anything…

OBJECTIVES OF THE LANDING PAGE

  • What is the main objective of the landing page? Are there any secondary ones? (1)
  • What do we want the user landing on our page to do? (2)
  • What metric or indicator will we use to assess its effectiveness? (3)
  • What is the starting point (if any) and the milestone to achieve by improving or creating a landing page? (4)

MARKETING THE PRODUCT OR SERVICE

  • Is our target audience compact? Or are there different purchasing contexts? (5)
  • What are the main doubts that any potential clients have when it comes to getting information on our product or service? (6)
  • What are the three main reasons for taking up or purchasing our product or service? (7)
  • What advantages does our offer have over similar products or our competitors? (8)
  • What are the main misgivings? And obstacles? (9)

POSITIONING AND OUR BRAND

  • What is the central message we want to get across in the first few seconds? (10)
  • How can we add content to this central message about our value proposal? (11)
  • How can we make it believable? (12)
  • What are our brand attributes and how should we transmit our desired positioning? (13)

THE LANDING PAGE?s SCENT

  • How do users reach the landing page? (14)
  • Which are the messages which invite them to land on these pages? (15)
  • Can we use keywords (SEM…) to personalise or contextualise our landing pages? (16)
  • How can we make our messages more relevant based on the type of campaign they refer to, groups of words in our SEM, geographical location, user cookies or pre-existing clients on our website…? (17)

CALLS TO ACTION

  • Which is the main call-to-action? (18)
  • Which are the secondary ones? (19)
  • Which links to other pages are absolutely necessary? (20)
  • How should we visualise our calls to action? (21)
  • Can we give good reasons for the calls to action? (22)

SALES PRESSURE

  • What can we do or offer for the user to feel that he might miss an opportunity if he does not try out our service as soon as possible? (23)
  • Have we any hooks or promotions which generate a feeling of urgency (time limit, number of units…)? (24)
  • Can we present the product or service in such a way that it exerts pressure itself (features…)? (25)

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