Landing Page Layouts Design

Layouts of landing pages

There is a general layout to landing pages. Although from one to another there will be differences there is a basic universal design to get what you want from people (contact information, click through to products, etc). Use these design elements on your site as a guide when creating content. Remember a landing page in marketing terms is a standalone page designed for a focused objective.

Things(elements) a landing page must have

A landing page design make up should include:

  • a unique selling point (USP). This is to be made up of a main headline with a supporting headline.
  • A hero shot – this can be a image or video. Show the user what they can expect to get.
  • Supporting content made up of bullet points, paragraphs and possibly a few images. This supporting paragraphs content should show the benefits of the product/s in detail. Use bullet points to give a summary of the benefits.
  • Social proof – testimonial of someone who uses or has bought the product.
  • The single conversion goal, a call to action (buy now, sign up for xyz, etc) This can be with a form but doesn’t have to be it can also be a click through to a product. It depends on where you send the user in the funnel.

Landing Pages A B Testing

Kraken Creative Digital Services - AB Testing

A/B testing is an experiment testing two or more pages of the same page to see which page performs (converts) the best. Although its called A/B testing you can test as many pages as you like.

You would be running A/B testing on these pages to further understand what elements on the page can be improved. Looking to test things like headlines, call to actions, images, videos, layouts , etc. 

Naming Conventions

Champion page

A champion page is the page that is the winner of a test. 

Challenger pages

When creating a test you create new versions of a page (variants) to challenge the current champion page. These pages are call challengers.

Page variant

 A page variant are the separate pages in your test and include both the champion page and the challenger pages.

A/B testing traffic weight

The traffic that sees what variant is based upon predetermined options. For example you could be running a test the has 2 variants and do it 50/50 so half your traffic will see one variant. The other half will see the other variant. There are loads of different options to figure out what traffic sees what variant. 

If you are starting from scratch its best advised to do several ideas. This is so you can find out what works the best for you. Once you have a champion (winner) then make challengers to optimise that page.

If your looking to test against a page that already exist then it is recommended that you test against a smaller percentage of the traffic. This is to mitigate any damage the variant might have on traffic to the page.

What to do next?

Now you understand more about what A/B testing is and how to use it in your landing page marketing strategy. 

What to do after someone converts?

Why Should I Use Landing Pages

In marketing landing pages are a powerful tool to help increase conversion of what you want. Marketing campaigns should be using landing pages for all inbound advertising campaigns you have. Your marketing might be promoting specific products, discount codes or segmented offers for specific users. You cant send all this traffic to the home page! It will muddy the information and branding you're trying to get across. These separate marketing messages should have their own pages for the very separate messages that they are getting across. 

The effectiveness of inbound marketing will vary depending on the source (email, PPC, organic, social, display banners, etc). Because of these different inbound marketing sources we need to apply the relevant experiences to try and maximise each funnel.

Segmented offers

Your business might want to offer different offers to different segments of your consumers. This could be messaging for abandoned carts, converting people who sign up but don't subscribe, offers for consumers who spends over a certain amount on your site, etc. The messaging of these needs to be handled very differently for each one. Having separate landing pages for these allows you to customize the look, feel and personalisation; and with that a greater chance of improving the conversion of the page if done correctly.

Multiple Products 

Many companies will want to have a spotlight on certain products. Having landing pages with more information and media to highlight why someone should use/buy the product is a very powerful in terms of conversion. On Kraken this is how we do our product pages (i.e. This means we can use direct marketing for these services. 

This sort of advertising means you try to get your consumers through the funnel to the pages/page they want much more effectively. 

When Should I Use a Landing Page?

This is something we get asked when talking about landing pages with clients. We tell them to use landing pages for all inbound advertising campaigns they have.

So from the content above we understand that this is because you might be selling multiple products, have user segmentation set up and the home page would struggle to effectively message the different messages you are trying to get across. 

Traffic Source and Landing Pages

Understanding the traffic source will help you optimise what the landing page should need in terms of content. 

If someone comes from Twitter with the 140 character limit there understanding of what the product is will be slimmer than an email where you can get more information across. Because of this you can optimise the landing pages for these inbound marketing sources. From Twitter your landing page will need more information on the landing page to help support the lack of information you can give upfront from your tweet. 

These optimisations to your landing pages are to be designed to help people progress through the funnel. 

Another reason to do segmentation is to understand traffic going through your inbound marketing campaigns. Looking at which sources are performing the best. To look and see if if your landing pages need better optimisation. By getting this information you can better plan your PPC conversion and allocate your money appropriately. 

Whats Next?

Now you have a bit more of an understand why you would want to use landing pages have a look at our other articles for more landing page knowledge!

How to design a landing page

What is a landing page

What is a landing page?

The simplest way to describe a “landing page” is any page of your website that someone arrives “lands” on. In the marketing realm, a landing page is a standalone web page that is distinct from your main website. It is designed for a focused objective.

Types of landing pages There are two basic types of landing pages

  • Click through
  • lead generation.

Click through

landing page - click throughClick through landing pages are designed to try and get users to click through to another page. This type of landing page is usually used within ecommerce web sites. These pages can be used to describe a product in more detail. These pages are meant to warm up the users and turn them into a customer. This can be great for getting more users to sign up / register to your site. Or convince someone that that a product is worth purchasing.


Lead Generation

Lead generation landing pages are designed to gather user data. This can be things like names, phone numbers and email addresses. The whole design of these pages is to collect data. This gives marketers information to connect with potential customers and as they have given you contact information the lead will be warmer than a cold caller. These pages usually give something to the user. To get the offer / free product users exchange their information.

These can be things like (but not limited to!):

  • Ebooks
  • Webinars
  • Consultation
  • Coupons / vouchers
  • Competition entry

Whats next?

Now that you hopefully have an understanding of what landing pages are and how they work what do you do next? Hopefully this is enough information for you to start planning your own landing pages.

If you still need help and want to discuss how you can use them to get more business then get in contact!

Read up on my you should use landing pages