Highly Optimized Landing Pages

“Landing pages are the new direct marketing, and everyone with a website is a direct marketer.” ~Seth Godin

Landing pages are meant to convert traffic based on an intended action. This action could be subscribing to an email list or a free trial, purchasing a product, or requesting information.

In a nutshell, landing pages are designed for a specific purpose, that is to convert a visitor to complete an action.

The optimization of landing pages is a widely discussed topic in internet marketing. Marketers continue to tweak their pages in hopes of increased conversions.

What are the best practices for designing an effective landing page? I will cover some of them here and then we will look at specific examples in further detail.

Keep it simple

A landing page is designed for visitors to complete a single action. If you clutter the page with too many calls to action, you will confuse the visitor.

Avoid excess content

Users will not read through copy. They will simply skim headlines.

Avoid excess clutter. Oft times, less is more with landing pages. Clear, concise calls to action and a good amount of white-space can be very effective at drawing the eye to the intended action. Clean and simple is the name of the game.


Testimonials

Testimonials will convey to the visitor that your product is worth buying.

Be careful not to overdo the testimonials. One or two should suffice. If possible, brands and logos work best, either alone or accompanied by a review. People are skeptical. If you post a testimonial by a “Beth Smith”, they might think it was your trusted aunt helping you out. Establish authenticity with your testimonials in any way you can. Videos will work as well.

Above the fold

“Above the fold” of a web page simply refers to the area a visitor views without scrolling down. Your landing page should include the most important information as well as the “call to action” button above the fold. People should never have to scroll down to view the “meat” of the landing page.

Consistency

From start to finish, your sales funnel should be relevant and consistent. If you are sending people to a landing page via an advertisement, the landing page should speak the same message as your ad and include similar colors and fonts. If you are advertising a free 7 day trial, this information should be listed on your landing page. If the messaging is even the slightest bit inconsistent, you will lose potential leads.

Testing

A landing page should undergo A/B testing. With this type of testing, you measure response rates based on different versions of a control. For example, your first landing page will act as your control. You would then test one variable at a time (e.g. a different banner, button, image, etc.) by changing an element and seeing how your audience responds. Successful testing will give you the optimal landing page for your target audience.


Color Usage

The use of appropriate colors can greatly enhance your conversion rates. Colors create an emotional response while drawing the eye to a specific location. Use a pop of color for your “call to action” buttons. They should jump off the page.

For an in-depth look at color in web design, check out this informative article: Color Theory for Designers

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