A landing page is a website’s point of entry, almost like a shop front. It is the first page people see after clicking links on other online channels such as search engines or social media. This means that landing pages need to be able to not only attract visitors, but to entice them to stick around and hopefully be converted into customers.
Landing pages are more than simply web pages – they are designed with a specific goal in mind, and are used to guide visitors where you would like them to go. They need to provide visitors with something that is worthwhile for them, so that they are encouraged to take further steps.
So whether you’re adding Chinese landing pages to your English language website or creating pages for your Chinese language website, you need to consider the design, so they work as intended.
Here are a few handy hints for Chinese landing pages.
Set goals for your landing page
You need to decide what you want your page to do. This will determine the type of landing page you create.
For example, click-through landing pages are created to encourage visitors to move through your site – such as onto a purchasing page. They should provide enough information for visitors and customers to make an informed decision.
On the other hand, a lead-generation landing page is one created to capture user details, to enable you to contact them later with useful information. These pages might include an opportunity for a free trial, for customers to attend a free webinar, or to subscribe to receive e-newsletters or other materials.
Remove the language barriers
This is always an issue with any type of China marketing. It’s important that you don’t use software tools for translation, but rather hire someone who is proficient in both English and Chinese languages, who can translate your English-language pages into simplified Chinese characters. Using software for translation means you run the risk of the nuances and meaning of language being lost. Your translator should also be someone who understands what you want to achieve.
Optimise for local search engines
Any web pages targeting customers in China will need to be optimised for Chinese search engines, such as Baidu or 360 Search.
Test and measure responses
Use web analytics software such as Mixpanel to continually measure the responses you get to your landing pages, so that you can make changes and improvements in order to achieve your aims.
Consider multiple landing pages
If you have several categories of products to offer, you might want to create different landing pages for each one, each with its own specific goals and purposes.
Promote your pages elsewhere
Remember that many western social media sites are banned in China. Use localised social platforms to promote your landing pages – such as WeChat, Weibo, QZone and QQ.
Your landing pages need to be attractive, useful and informative, and to make it as easy as possible for users to take action. If you are not sure how to go about this, our bilingual China marketing team can help with all aspects of digital marketing in China. Contact us to find out how!