When designing a landing page to promote a product or service online, you're ultimately pointing users toward one goal. That goal most often relates to generating business via sales or leads. You may want users to purchase a product immediately, or you may simply want them to sign up for a mailing list. Whatever the goal, you want to ensure that every piece of the user experience works toward fulfilling that goal.
If you don't yet have goals in mind, start by defining goals. Are you seeking to generate a 10% increase in qualified leads? Are you looking to build sales by 20%? Establishing clear key performance indicators based on what will benefit your business will ultimately help you understand how to properly approach a landing page.
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Here are two example websites. Let's say that they are in the flooring business and they estimate the value of a new customer to be worth $1,500.
(Traffic costs money)
Cost of $1,000/month for those visitors
Total cost per year = $12,000
Converts at 5%
50 leads per month
x 12 months
=
600 Leads per Year
25% closing ratio
=
150 NEW CUSTOMERS
x $1,500 Customer Value
=
$225,000
(Traffic costs money)
$2,000/month for those visitors
Total cost per year = $24,000
Converts at 2%
40 leads per month
x 12 months
=
480 Leads per Year
25% closing ratio
=
120 NEW CUSTOMERS
x $1,500 Customer Value
=
$180,000