It’s that time of the year again. Just a few weeks into the New Year. Your New Year resolutions are still going strong… or may be beginning to fizzle… again! But you still have new hopes for your business.
Just as the long-term benefits of any personal resolution (morning workouts anyone??) do not make you stick to it, your treatment of your business website’s landing page is no better!
So it happens that you create your first corporate hodgepodge of a landing page. With great efforts indeed! Which is why you can’t entertain any thoughts of changing it—unless forced to for lack of conversions.
Of course, it is not so simple once you started all wrong. So, why not make New Year Resolutions for creating a landing page that rocks?! You won’t mind sticking to these, for a change.
These 3 resolutions are easy to implement and should get your website (and profits) off to a good start.
Resolution No. 1: “I will not bore my site visitors with an info overload”
Think of your website’s landing page as a commercial real estate. You’ve got to improve your curb appeal.
You don’t want people’s first impression to be clutter or overwhelm. And on your landing page, the first thing people see is your header, or just “above the fold.” So this area needs all the care and attention you can give it.
Get rid of messy sign-ins, search boxes and navigational links from this area. These take the focus away from your all-important message. People simply won’t buy unless you tell them quickly enough what you do once they are on your page!
Focus on the three essential elements on the heading of your landing page:
1. Your Copy
In your heading, give a clear concise message that begins to answer the question “What is in it for me?” Your visitors are skeptics, and they want to know right away if they’re in the right place.
Make your message compelling and short. Believe it or not, you can have great success with no more than 2 lines (not sentences).
2. Supportive Visuals
You can use a 2-column format for your offer and call to action message. The 1-column format tends to push much of the promotional content below the fold. Most notably any image.
However, a simple 1-column format allows you to make better use of white space. Your goal is to make your pitch more readable. Choose a format that helps in this, period.
3. Your Offer
Know the USP of your product or service and jump right to it. Make sure it is compelling.
This is how Saxo Bank pitches for its forex trading: “Trade 179+ Forex Crosses with the pricing you need – when you need it most”
Short and to the point. That’s all you need.
Resolution No. 2: “I will design my landing page myself (with the designer in tow)”
Do not allow the design of your landing page to be at the mercy of your web designer!
Take a piece of paper and sit your designer down to structure your page design.
Brainstorm on the ideal placement of three essential elements of “above the fold” design. Make sure your…
- Design, and…
- Call to action (CTA) button…
fit in a visually engaging structure.
Your offer and CTA set the mood for a visitor to scroll downwards. When below the fold, provide relevant information critical to the offer.
To make sure people are hooked, talk about how your product or service can end their anxiety or misery.
Of course, you must know your target customers if you’re going to be able to provide an INCENTIVE that makes them ACT NOW. Here’s how Unbounce did it:
The above is a “below the fold” screenshot from unbounce.com. It gives relevant info about the service (and product) features to the site visitors. In the same breath, it empathizes with users’ anxiety. And finally, it shows how Unbounce can help end it.
Resolution No. 3: “I will pay heed to research when optimizing my landing page.”
Jakob Nielsen’s research has some important observations about site visitors. We all know that most site visitors scan (not read) a page. They stop only when something interesting turns up.
What if there was a pattern in the way they scan a page? Let us quickly go through the key takeaways from the rather exhaustive research by Jakob:
- Keep important images to the left of your landing page – Because site visitors tend to scan through a page in a roughly F-pattern.
- Keep same visual design elements on the page as your ad – So that people are not confused and know immediately that this is the page they hoped to land on.
- Make sure your page loads quickly – It should not take more than a few seconds, as millions of people still use dial-up. In particular, keep image file size in check.
- Make it easy to fill a form – Auto-fill form fields if possible, and allow cursor to switch fields by using tab or auto jump to the next field upon completion. Check boxes are okay—but don’t include drop-down inputs.
Heatmaps showing results of eyetracking studies on site visitors. Areas where visitors looked most are in red, yellow indicates fewer visitor views, while blue represents areas viewed the least.
If your site’s landing page does not appeal to visitors, all other promotional initiatives fail—simply because none of them convert.
SEO, PPC, email marketing, and even great products and services may not win your customer’s attention and faith without a good landing page and an overall engaging website.
And by paying attention to little details as explained here, it is not too difficult to make a great landing page. What better way to kick off your New Year—with positive hope of making a difference with your resolutions!
Check out other Crazy Egg articles by Ruchi Pardal