Landing pages are easy to do but hard to do well. You have only a few seconds to catch the viewer’s attention, and close the deal. If you need to improve an existing page, or want to start your campaign off right, here’s what you should know.
1) Make the value of the interaction justify the cost.
Cost equals effort, time, and perceived risk. If the form is too long, there is too much text, or the site seems untrustworthy, then the cost to the viewer will outweigh the benefit, and they will leave the page.
2) Edit out unnecessary text.
Your buzz words are clear, and concise. Attention spans online are shorter than ever.
3) Remove the navigation.
Anything more than your Logo as a home link, and a subtle footer will distract your viewers from the object of the landing page.
4) One call to action, one button.
Making your customers choose between equally weighted options will increase the cost of the interaction. If you have to use more than one button, make one clearly dominant.
5) One or two column layouts are best.
If you have to use three or four columns, you are making it too complicated. Edit it down, and simplify the layout because your viewers aren’t taking in all the information. A skinny far right column is usually ignored due to banner blindness.
6) Forms should indicate why the information is needed.
Write, “Your email address for confirmation,” rather than just, “Email.” Transparency increases your credibility and lowers the viewer’s perceived risk.
7) Reduce the number of form fields.
Only gather absolutely necessary information at first, then follow up later to get the rest. Requiring too much too soon can mean missed opportunities.
8) Always include a thank you page.
A confirmation page lets the viewer know that the submission was completed, plus you have a chance to market to them again. Follow up with related offers or content.
We know a solid landing page is an important part of any direct response campaign, so we always stay current on the best practices for our clients. Hopefully, you can apply this list to your next project to get the most out of your campaign.
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