What makes a great landing page? Depending on your conversion goal for the page (e.g. page view, click-through, form submit, etc.), your landing page should provide users with the most direct path to the conversion event. While you’ll find some variations in the types of elements used on landing pages, here is a quick run-through of some basic components to landing page optimization.
Headline: The headline is the first thing visitors will see when they come to your page and its important that it is relevant to the ad, email, or search term used to drive your visitor to your page. While you want your headline to capture attention be sure that it clearly states why you visitor continue reading the page. Adding a sub headline can help provide further clarity.
Image: Many companies blow it when it comes to the image (s) on their page. Like your headline your image needs to support the content of your page. You need to think in terms of how the image helps in the conversion and less about the artistic merits of the graphic.
Copy: This section is your opportunity to convince prospects, in a clear and concise way, the reasons why they should engage with you. Once again, relevancy is key, so keep in mind who is coming to your specific landing pages and why they should be interested in what you have to say. Customize the body copy as much as possible by addressing the industry, function, and/or business challenges of your target audience. Also, keep in mind that your landing page has a single goal or call to action, so keep all of your copy on track with that objective in mind.
Call to action: The call to action is what you want the user to do on the landing page, whether that action is “to Purchase”, “to Sign Up”, “to Download”, etc. It might even be to phone in to a number. The Call to Action is typically placed on a graphical submit button, you can also use hyperlinks within the copy that allow the visitor alternatives to responding.
Credibility & Trust Components: Establishing credibility immediately will keep your visitors reading your content. Trust might be in the form of client testimonials, guarantees, trust or security icons, or placement of a privacy statement. Be careful not to over do it though because you might actually introduce questions in the mind of your visitor. One site found that when they removed what a trust icon their conversions increased 400%.
This is not an exhaustive list of items to test on your landing pages. When beginning to test you should first look to test those items that are likely to produce the most impact while requiring the least amount of time or cost to implement. Over time you can move on to the more difficult items.
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