7 seconds – The time your landing page has to answer the visitor’s questions of “Why am I here?” or “What do these people want me to do here?”
4 inches – The amount of space you have to provide a compelling reason for people to take action.
“Yes” – The answer you want from your page visitor. Use your data. Be clear about what matters most to the people who land there, then build the page and the message around that.
Testing – How you improve your landing page conversion rates. Be thoughtful about your approach to the page. Test everything, including headline, first paragraph, images, image placement, call to action, forms (and the fields included), colors, and more. Keep your landing page optimization efforts part of your long-term approach.
Mobile Optimized – This means your landing page will “play nice” on phone, tablet and PC. This is very important. Every click of your campaign should look great on iPhone, Android, iPad, Android tables, and across web browsers and email clients. Sending people a mobile-optimized email or inviting them to click on an ad which then takes them to a non-optimized webpage is, well, annoying. You can do better than that. Link to mobile-optimized landing pages. Look into the use of responsive design. If responsive design isn’t possible, at the very least design your landing page with the mobile user in mind (images that load quickly, clear type, clean design, buttons and links well-spaced, etc.)
“Reptilian Brain” – This is the brain that’s in charge when visitors click through to your landing page. Keep things simple, clean and clear. Obtrusive design gets distracting. Use only design elements that are necessary to guide people along the path to conversion.
Blue Sock, Black Sock – Socks need to match, and so does the campaign and its landing page. Be sure to have design and content consistency across steps of the marketing conversation. If you offer a specific discount in the ad or email, that offer should be the first thing they see when they land. Continuity is key. Design and message consistency helps keep bounce rates low, interest high and builds trust in your message. If they click, they’re interested, so don’t send them somewhere – out in the wild – that looks nothing like the last place they were. Sort your socks, and make sure your entire campaign coordinates.
- Don’t design your page around the template of your corporate website. Don’t distract them away from conversion with additional (too much) navigation.
- Use persuasive copy. Speak in the tone they respond to best (test!).
- Restate your offer from the email or ad to the landing page for consistency.
- How long should the copy be? As long as necessary to get them to convert.
- Use your data. Understand what your audience responds to, who they are, where they’re coming from. Then you can create rules-based dynamic content to get the best message in front of them.
- Copy is king. (People don’t buy just because the page is pretty.)
- Don’t sell them – guide them. Use your copy to lead them to the conclusion you’d like them to reach with enough proof to make them feel great about their decision to take action.