Overview

Landing pages are essential elements of any online application, product or service - the objective of a landing page is to give enough information to the visitors and make them complete a desired action. Unlike home pages or catalogs, which typically have many goals and encourage exploration, the function of the landing pages is to complete a single goal known as Call to Action (or CTA, for short). Landing pages of the Integration and Extension Tools in BTP normally introduce a set of products or services, and often encourage users to take a certain action, such as buy a product or sign up for a service.

A landing page of Integration and Extension Tools in BTP should be reachable for everyone and show meaningful content without requiring users to sign in. It is fine to require a login for access to complete details and functionality, or specific content. The page should have a well-formed, high-level SAP URL, such as api.sap.com that users can easily read. A landing page should be responsive, meaning its layout adapts, in a graceful manner, to the viewing environment, such as a laptop, a tablet or a cell phone.

While the home pages or catalogs have a lot of potential distractions, the landing page is super focused. Having fewer links on your landing page increases conversions, as there are fewer clickables that could distract visitors from the primary action or even navigate them away from the page.

Design Elements

Header or Hero Section

Hero section

Headline

The headline is the first thing that your visitors will read. So, it’s critical that it very clearly describes what a visitor stands to get from your product or service.

Supporting Headline

Since headlines need to be short and appealing, sometimes you’ll use a subheading to provide a touch of extra info. Don’t get carried away here either, though. As with the headline, shorter is better. A supporting headline can take two approaches.

It can act as a direct extension of the headline, essentially finishing the thought. (Your headline should stand on its own, though.)

Or it can offer additional value or convey a secondary persuasive message that’s still related to your headline.

Call to Action

The call-to-action (CTA) is arguably the most important element on your landing page — it’s one of many elements that encourage conversion. The CTA button needs to stand out, meaning you should use a color that contrasts with other elements on the page. Be clear about what you want visitors to do, that is, use an action verb that spells it out for them.

See also:

UA Documentation - Action Text

Content Sections

Features and Benefits

Benefits - A shortlist of the key benefits of your product our service

Features - Additional features, associated with the key benefits

Call to Action or Reinforcing Statement

If the page gets longer, it makes sense to remind visitors what is the unique proposition. Use conversational language and let your visitors know exactly what they’ll be getting for their clicks ("Request a Trial")

Testimonials

May include:

• Direct quotes from customers;
• Case studies (or links to case studies);
• Video interviews or testimonials;
• Logos of customer companies.

General Recommendations

Open with a benefit-oriented headline.

The headline is the most important part. If the visitors come from a linked ad, the headline must correspond to the ad text. If your banner or Pay-Per-Click ad promised a “Cloud Solution” then this phrase should also be in the headline of your landing page.

Write clear, relevant, and concise copy.

Don’t put too much text on the page; the visitor has to be able to read it quickly. Use bullet points to drive home the main points.

Use only one CTA - focus on getting visitors to take one specific action.

There should be only one possible action for the visitor to take, for example, if requesting a demo or subscribing for trial. Don’t offer options.

Remove distracting navigational links.

Remove all extra clutter—links, menus, buttons—that have nothing to do with the particular ad or campaign. Make it impossible for the visitor to ignore your message or get distracted.

Contrast your CTA button.

Having a CTA button in a contrasting color will help your mobile landing page visitors follow whatever conversion goal you’ve got planned for them. It’s also easier to link important copy and your CTA together if they’re given a contrasting color.

Testimonials and social proof: Front and center.

People connect more with a testimonial if they’re able to put a face to a name. Bonus points if you can get it from a company’s key decision-maker.