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PART IV: DIGITAL AD LANDING PAGES<br />
LANDING PAGE DESIGN<br />
Err on the side of simplicity with your landing page design. Use your design layout carefully—the<br />
wrong design for your audience can immediately detract from the offer and the conversion. Simply<br />
put: design can have a polarizing effect!<br />
Consider including the following<br />
design elements in your<br />
landing pages:<br />
• Company name and logo<br />
• Banner image or heading<br />
• A “hero” shot of the offer<br />
• A clear CTA<br />
• Social sharing buttons (optional)<br />
Take a look at the landing page<br />
from the company DoorDash. This<br />
landing page appears after you click<br />
on one of its Facebook ads. The<br />
landing page is highly visual, it<br />
includes the company name and<br />
logo, it has a heading that states<br />
“Your favorite local restaurants<br />
delivered to you”, and it has a very<br />
clear CTA—“Enter your address to<br />
find restaurants near you”.<br />
Removing Navigation<br />
It may be tempting to include your<br />
main navigation links on your landing<br />
pages. You might think to yourself, “If<br />
they don’t like this offer, they’ll be<br />
able to find something else on my<br />
website”. However, navigation links<br />
often add too many choices that can<br />
actually distract from your main CTA.<br />
In eye-tracking studies, it’s been<br />
found that navigation panels draw<br />
attention away from your offer.<br />
Remember that your main goal<br />
might not be to have your buyers<br />
visit your website. Instead, you want<br />
them to convert for a particular ad<br />
and campaign. After they convert,<br />
feel free to send your buyers<br />
additional information—just don’t<br />
muddy the waters when it comes to<br />
your initial interaction.<br />
DoorDash Landing Page Design<br />
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