Landing pages are one of the most important selling tools at your disposal when it comes to targeting new customers; it's the very first page of your dating site that they'll see. As such, it's vital to ensure that prospective members see an attractive website, showing them exactly what they’re looking for.
What your members are searching for and how well you demonstrate that you can fill that void depends on your niche; the visual representation of your landing page should reflect that niche intrinsically. For example, the style, appeal and design of a single parent dating site won’t be the same as that for a mature dating site, even though your end-goal is the same - to get the member to register on your site.
A registration form is the most essential component of any landing page. After paying advertisers to send visitors to your landing page, you need to maximise their value as much as possible. What’s the best way to do this? Get them to sign up! Without a registration form, traffic is going to bounce.
The best way to find out which landing pages work best for your site is to use the split test tool within Google Analytics, using a few different styles to see which achieves the best conversions.
One example of a test that you could use is to compare a branded landing page, like Figure A, with a featured member backdrop to your registration form, like Figure B.
(Figure A: Branded Landing Page)
(Figure B: Featured Member Landing Page)
It’s important to bear in mind that every site has a slightly different target audience and, thus, what works as effective landing page design is going to be different across varying niches and networks. This means that, naturally, every site will reap different results.
My key recommendations for things to consider when designing a landing page for your dating site are as follows.
- Make sure you know your target audience. Are they male or female? How old are they? What are they looking for from a dating site?
- Keep branding and messages consistent: Sell them on the landing page what you've sold them in your advertising campaign.
- Make sure that what you're advertising promises matches up with the site’s true user experience.
- Test some more.
With Valentine’s Day just around the corner, make sure that your copy and imagery is seasonal, in order to cope and adapt with the uplift in traffic.
In addition, you should also ensure that you’re running Ad campaigns with updated, seasonal copy for the few days in the run up to Valentine’s Day; remember that you can set the start and finish dates for each campaign in Google Adwords. This could help to marginally increase your CTR and conversion rates.
We’re doing our bit too! In the week running up to Valentine’s day, the WhiteLabelDating.com CRM team will be running a free read campaign every evening to drive basic members back to the site and increase conversion.
Remember, key to the success of any site is converting hits into registrations, so we can continue to generate an increasing amount of revenue from each of your campaigns.
If you'd like any advice about landing page design, registration forms or split testing, please get in touch with your Partner Manager who will be happy to assist you.
WhiteLabelDating.com Senior Partner Manager, Gary Taylor