Landing Page Development TipsLanding page or the destination page typically refers to the page that a consumer lands at or ‘opens' when they click on a PPC ad or simply access a page via a search engine. From the pay per click point of view, the landing page is the place where conversion takes place. On this page, the visitor decides whether to take the offer or ignore it. Thus it is a matter of utmost importance and it's a disastrous result if a business neglects this page.Types of landing pages

Essentially, there are two types of landing pages. A transactional landing page typically asks for some information and may present a form to be filled out so that a communication link can be created with the client to pave the way for a future sale of services. A reference or click through landing page explains the service or the product or provides some sort of information in the form of text, image or video. It also encourages the viewer to make a conversion, which means an actual purchase. An unsuccessful landing page development means a poor conversion rate and results in poor ROI(return on investment). Therefore much thought needs to be given to the company's landing page development and design.

Landing page development: the basic anatomy

The title or the heading of the landing page needs to be very carefully designed. It should match the ad the visitor clicked and needs to be catchy enough to hold their attention. Below the headline should be the sub-line that should further illuminate the offer or service that the landing page features. Illustrations should be featured as well: images and videos to match the page. Each landing page should have a single focus and a concise purpose-oriented detail along with it. Landing page development further differentiates the design of the two types of pages as:

Transactional landing page development and design

Once viewers land on the transactional landing page, they are immediately confronted with a form that requires some information or some sort of response-inducing structure. The landing page development groups are careful while designing this page as they are to keep the form concise, as lengthy or laborious forms may negatively impact conversion. It needs to state clearly that the clients' privacy would not be exploited but would only help provide them with exclusive service. These services may include whitepaper, e-books, free trials and other value added offers.

Reference/click-through landing page development and design

This page is designed carefully, with the content specifically aimed at a purpose to further conversions. An attractive headline with relevant images and succinct text explanations that build up on the features ads is what essentially comprises this landing page development strategy. Recently, it has been discovered that landing pages with

videos are one of the most successful ones, so the use of graphical, sound and video features is being highly recommended. Additionally, the call for action should be posted prominently so that it is not missed by the viewers and they should be clearly phrased and optimistic and have user targeted urgency to urge them to take the offer (such as limited time offers or enticing personality quizzes).