In its most simple form, a landing page is a place where a web user may end up after clicking a link in a social media ad, a banner ad, or on a different web page.
The structure of a landing page is often very simple—a form is placed high above the fold and is paired with an image and headline/subheadline. Below the form are a few additional opportunities to educate the user on a topic, such as bullet points, key takeaways, and maybe logos of brands that the business has already partnered with.
But, landing pages include few opportunities outside of the form where a user can engage with the brand. Adding interactive content elements to a traditional landing page increases the visitors' opportunities to learn more about the product or service prior to completing a form.
With any piece of content that we make interactive, the elements we add need to serve a purpose on the page and present value to the user. Interactive content elements on a landing page need the same consideration.
Skip the Form—Put it in a Quiz Question
When we land on a landing page and see a form in the hero, we know why the form is there. The company that created the landing page wants our data so that they can send us more content or call us with a product or service. Knowing this may make a prospect feel nervous about providing honest information about themselves. By reimagining the form field that you wanted to include as a quiz question, the user will feel that the question serves them rather than the brand. For example, let's say that you want to collect data on how large the business is, you can alter that to be in a quiz question that feels more personal than a form field.
Reveal Tiles to Capture Attention
Heavy content doesn’t belong on a landing page. The purpose of a landing page is to showcase some high-level information on a topic and then encourage users to request additional information about that topic. But with the right content element, you can still display something that might be a little heavier. Reveal tiles can break up content in a way that is engaging. For example, if you have three key points that you want to focus on, you can put the title of those points on the front of a reveal and then expand on it behind. Users can scroll over the reveal to learn more or click, depending on your preference.
Landing pages are a great opportunity to add additional engagement opportunities for you to engage with your audience and encourage honest interaction.
For more information on how to add interactive elements to landing pages, check out our webinar.