Often clients ask how should they optimize their landing page(s). The landing page is where a prospects ends up after clicking on an ad. So you must first start with the ad and follow the users experience from the beginning to the Submit or Buy button. Most prospects will look at your landing page for about 7 seconds. So the page must build trust and be appealing enough for them to continue. Below are items to review with your present campaign.
The user starts with the ad, once clicked they come to the landing page. The message, color, images, should be the same on the ad as on the landing page. So if you have blue banner with a picture on it the landing page should have the same image and blue color on the page. This reinforces trust to the user and they know they are at the right place that they expected. The offer should be the same, do not bait and switch.
Build user understanding quickly
There are four main pieces of information a user is looking for.
- Where am I – meet the expectation set up by the ad.
- What do you offer – clearly state what you offer in one sentence
- Why do I care – tell the user what the advantage is of your offer don’t assume they know. Also use You and Your instead of I and We. Using You connects the user faster to their imagination of them using your product or service.
- What do you want from me – You have to ask for the sale. Get, Buy, Sign up, Start today. Only ask for information you really need. You can get additional information later. People are skeptical about providing any unnecessary information. Be up front about any costs or fees.
Studies show that when people read online they jump around. They often read the first and last sentence of a paragraph, not the middle; they often glance over to an item on the left or right.
- Keep the text simple with plenty of white space so the user is focused on what is on the page and not distracted.
- Use two columns one with the main body of text the other can be a thin call to action form, testimonials etc.
- Use font color and size, and graphics to capture the user’s attention but not distract them.
- Reinforce our call to action in multiple places on the page
- Have a call to action in the upper right above the fold (what you see before scrolling) as well as your main pitch.
- Build trust with Return and Privacy links on the bottom of the page
- Be careful not to have too many links off the page. Many landing page have no navigation and pigeon hole the users into one path others wait until the user has clicked the first button to a series of forms once they are filling out forms there are no other links off that path.
Test and Test again
With each offer you would have a separate landing page this keeps a consistent message. However you will also need to test different ads and different landing page. Some pages would have different layouts others may only have one call to action word changed in the heading. Remember this is an experiment so only change one thing so you can figure out what change worked and what change did not. Track your clicks, acquisitions, time a person spent on a page etc.
You can follow Greg on Twitter @gregahern and join his CRO Hacks Groups on Facebook and Slack. When he is not in front of a computer he can be found unplugged with his family, drawing or sculpting, endlessly learning guitar or running around in the mountains biking, climbing and skiing.