Before we start the article let us talk a bit about Landing Page and multichannel marketing. Though these terms are quite popular nowadays, some people might need a clear definition. So here is the
definition of Landing Page and Multichannel marketing:
What is a Landing Page?
A landing page is any particular page that is strategically designed for a well-defined subset of the targeted audience of your site. These pages lead the visitors to take the actions that align with your conversion goals. Capturing major contact details (especially emails) is one of the goals of any landing
page but there are other objectives too like widening the subscribers for your periodical newsletters,
pitching the sales of newly introduced products, or encouraging the existing customers to upgrade.
If you need, a simple one-sentence summary the landing page is major stoppage where you can
advertise openly and gain more tangible SEO returns.
What is Multichannel Marketing?
When the companies interact with their target audience through diverse channels it is known as
multichannel marketing. There are generally 2 major ways of multichannel marketing:
- Direct: The direct channels include the channels that are used for proactively reaching the target audience like campaigns in physical stores, direct emails, or catalogs.
- Indirect: Indirect ways include the use of websites or social media for the same. Social and websites are primarily used in this type of marketing
One of the things that confuse the marketers is how to design a landing page when they are opting for
multi-channel marketing as they need to cater to the different types of traffic directed via different
One of the most repeated mistakes made by the site owners is to opt for a multi-oriented page. Their
notion is that as they want to focus on the multiple marketing channels they should make a multi-oriented
page. The truth is different though.
Keep things simple
- If you really want that your page should be able to meet the needs of just any walk-in visitors then what you need is a Home Page.
- Be focused and keep things simple. Take a singular purpose and design your landing page around that single purpose. It will help you in creating an effective landing page
Focus on the objective
Don’t confine yourself by the multiplicity of devices. Rather, pay attention to the objective of your
prospects. They all come to your site with a common objective. The design of your landing page should
lead them to take the singular action that aligns with your objective.
- Don’t clutter the page with any interfering link that is not needed in that landscape. Stick to the bare essentials and keep a simple, uncomplicated CTA (call to action) that don’t burden your visitors with options but leads him to the singular action taking him to the next level
- Your headlines should be brief and to the point. It should state your profile, their benefit and practical simplest ways to achieve the benefits
- Simple and uncomplicated landing pages attract the visitors’ attention while the neat CTA design takes off the hassles and reduces mental gymnastics
- Your landing page should be simple and straightforward with strategic placement of relevant information that can easily attar the eyes. The CTAs should facilitate an effortless journey to the desired location.
- When you are optimizing your landing page, take into account on-page optimization for SEO purposes
Try Brand Generator Tool
One of the easiest ways to design clutter free simple branding pages to use the brand generator tool.
This graphic design tool allows you to make a lean and active landing page that promotes agile actions.
A small explainer video further simplifies the things while the minimum text and no scroll structure offer a
hassle-free journey. The headline, sub-header, and CTA are other 3 features of this design.
Note: There is a login button too but its presence is so light and modest that it doesn’t interfere with the
overall scheme of e things.
Avoid Visual Clutter
A singular goal, absolute modest design and free from visual hassles the landing pages created by it are
appealing and impressive. No matter from which platform you prospects arrives, he will be compelled to
walk the path you want them.
Whenever any visitor is directed by a particular channel he comes with some expectations as promised
or indicated by the marketing platform that sends him to you. Ensure that your landing page should
precisely align with the message. The first thing that concerns the visitors whether they have reached the
right platform. On this front having the aligning keywords would keep your visitors focused and allow
them to enjoy a great experience.
Make your page mobile friendly
One of the oft-repeated mistake by the people is not to make their landing pages mobile friendly. Since people use their mobile phones extensively to browse the net, if your landing page is not mobile friendly then you are losing a number of prospects who might be using the mobile devices and are on the go.
Here’s my summary for multichannel marketing:
- Ensure that your landing page is mobile-friendly. i.e., words are as legible even in the small fonts. Design the mobile interface to please mobile users. Speed is one of the major concerns when one browses the net through mobile phone
- Don’t include any heavy file on your landing page that can slow down the speed
- Google site tester will allow you to check the mobile-friendliness of your site with the help of scores and suggestion
- Secondly, your site should allow easy zooming. You should also ensure that the site should offer the uniform experience even if the thumb and fingers are used the same time to maximize the site.
- Also, shorten your headlines that it should easily fit into the screen of the mobile. Reduce the words and try to go for the 5-6 words heading.
John Smith is a web developer with varied interests- travel, wildlife, history, art, and of course technology! He is a keen supporter of free internet and when not in the cabin, he loves to spend his time outdoors exploring the world, people and technology.