Guest Post by Perri Greeley
When you create a landing page, you have one goal in mind – to convince the visitor to take action. In order for this to happen, you must:
1. Make a clear, easy to complete call to action:
Internet users are lazy… they want to be able to complete the action you want them to take in as few steps as possible.
The most important element of a landing page is a large, brightly colored button that reiterates the call to action, such as sign up now or learn more. In order to receive the most results, these buttons should be repeated throughout the landing page, especially if the visitor loses sight of the first button when he scrolls down the page.
To make your call-to-action button as noticeable as possible, follow the results of the latest eye-tracking studies, which have found that:
- Placing the image in the top left portion of the page garnered the best results
- The bigger the image got, the more people noticed it
- Making a picture of a person look at the image made more people notice it
To show the simplicity of the sign-up process, you can use a bar or another graphic that shows how much has been completed. It also helps to ask for as little information as possible so that one can sign up in less than a minute.
Examples of landing pages with successful calls-to-action:
2. Keep the site simple:
As well as being lazy, Internet users are extremely impatient. This is why you should NEVER use flash. It slows down computers and doesn’t even work half of the time, so visitors aren’t going to wait around to see if it ever loads.
Reel in skimmers by making an eye-catching but to-the-point headline. Eye-tracking tests have proven that people’s eyes go immediately to headlines, even before pictures or graphics. They also have proven that the bigger the font, the more likely the visitor is going to pay attention to the headline.
To keep visitors interested and happy, make the text short and easy to skim. A good rule is to make the introductory paragraph no longer than two lines, and the rest of the paragraphs no longer than five lines. Make the text smaller if you want the visitor to read in-depth, but make it bigger if she only needs to skim.
Examples of simple landing pages:
You will never know how well your landing page will work until you test it out. To start out, have several people read through your landing page. At first, watch their eyes as they skim down the page. If their eyes don’t move in a Z pattern, you may want to move things around. Afterward, ask what confused them and what they felt was missing. Even a few tweaks could drastically change your results.
To be more extensive, you can use heat map analytics to see where people are looking on your landing page. You should also track your page to see how visitors have been finding your page and how many actually complete the call-to-action.
The Internet is always changing, so you have to keep in mind that these tactics won’t always work. As long as you keep up-to-date on eye-tracking studies and the latest ways to see website trafficking results, your landing page should be near-perfect.