3 Keys to Get the Landing Page Conversion
Effective landing pages cannot be all things to all people. Instead, be sure that you can clearly answer this question: "What's the primary purpose of this landing page?" Next, focus all your Web elements around accomplishing that one goal.
2. Compelling Headline and Descriptive Subheads
Headlines and subheads are your opportunity to grab the visitor and say, "Yes! You're in the right place, and we have exactly what you're looking for." Effective headlines are those that prominently and instantly tell the visitor that it's worth investing their time to scan your page.
Crafting effective headlines and subheads can sometimes be the most challenging task of all of your Web page ingredients. You must concisely tell your visitor what's on this page, and even better, additionally communicate the main benefit of your product/service to your visitor.
Here's a tip: Be sure your headline and subheads answer the visitor's question, "What's on this page and is it right for me?"
3. Providing All the Information Needed for the Visitor to Act
Despite the fact that emotions drive decisions, we still will not make a decision without all the information necessary to evaluate the product or service. Recognizing that, some companies feel the need to splash their pages with block after block of uninviting text.
Others understand that Web visitors have scant levels of patience and choose to limit the information provided in an attempt to keep the page “clean.”
Both companies will not realize maximum conversion.
The goal is to provide all of the information prospects need, while at the same time, presenting that information in a way where visitors can gather just the information of interest to them. There are several methods for presenting a lot of information in easy to digest format, including:
- Bulleted text that links to an overlay screen that displays more information. The goal here is to keep the visitor on the main page and in sight of the call to action.
- Another proven method is the use of tabs above an information box. As the visitor clicks on the different tabs, the information inside the box below that tabs changes, making it easy for the visitor to gather just the information they desire, again without taking them off the page containing the call to action.
- Think about your placement of information, too. If you offer a price match guarantee, it’s fine to promote that with a burst at the top of the product page, but you’ll get even more mileage by proclaiming the guarantee immediately next to price shown on your page.
Brian Lewis, vice president of Engine Ready, brings over 20 years of both hands-on and strategic online marketing experience spanning a diverse range of industries. To find out more about the new report "Perfecting the Landing Page," click here.