Not all landing pages are created equal. How well they
convert rests solely on how well you engineer them. Lets
discuss thought, design, engineering, and how they make a
difference.
Smarter landing pages are 'human friendly.' They're based
on what is known about people and what people like and
don't like. And that knowledge isn't arbitrary. It's based
on research, marketing testing...facts.
In a certain sense your landing pages should be
unobtrusive. Your potential customer should feel so relaxed
and satisfied with the 'overall' that she just naturally
wants to know more and clicks through to your vendor's site.
What elements comprise a smart landing page?
Numerous factors influence what people find appealing.
Similarly, there are many ways to subtly influence desired
responses in people. Colors, for example. It's known that
people tend to respond to different colors in certain ways.
Dark blue tends to evoke feelings of trust. Brighter shades
of red are associated with aggression and energy. Shades of
gray and darker shades of red are associated more with a
sense of 'establishment,' like an established bank.
Carefully consider your target market and who you're
sending to your landing pages.
Your copy needs to reflect the appropriate information
people need to make a positive decision in your favor. And
your copy needs to be in the appropriate amount based on
your target market.
Some examples...
Sidebar: The 'need of your reader' refers to what is
necessary to make a positive decision. Your landing page
should provide enough to satisfy while creating a desire
for more, thus producing a click-through.
If you're promoting music, ask yourself what people 'need'
and look for when shopping for music, or a music-related
service. People looking for mp3's to download, or a
download service, need much less copy than people searching
for SEO software.
Mp3 downloader's want a good selection of music. They want
to know the benefits a particular service offers. Can the
service be trusted? How can you let them know if a service
can be trusted? Simple. Show them awards and reviews from
media like newspapers or magazines. Of course shoppers are
always price-conscious. So you could offer them a
comparison of different providers.
All that information can be conveyed with a short amount of
copy. They don't need to wade through 400 words of copy to
make a decision. If you try to force that on them you risk
exceeding the bounds of their patience.
SEO software shoppers, for example, are different and need
more information.
In this case, more copy is beneficial if it provides
detailed information about the software. Tech specs,
comparisons with other popular s/w programs, customer
support issues and availability, upgrades, etc. There's a
great deal more information that, when properly expressed
in terms of benefits, will help push your searcher toward a
vendor's page or your own site.
On the other hand, you have to find a good balance between
presentations.
You want to avoid having all the information from your
destination page on your landing page. Putting too much
info on your landing page results in significant
duplication and will annoy your reader. There'll be a
feeling of wasted time. Not good!
So you need to have the right amount of quality
information, in terms of benefits, that will 'compel' your
reader to desire more and click through.
Landing page layout certainly influences your conversions.
You want clean, simple, smooth, easy to understand pages
that minimize effort. I've found having deep links to
relevant destination pages dramatically increase
conversions through my landing pages. But make your deep
links well-thought out. Get inside the mind of your market.
Another copy technique that's very useful is the
appropriate use of bullet points.
These devices are great on landing pages. Bullet points are
little benefit headlines. Maximum useful information that's
easily digested by the reader. They make for very quick
understanding, quick scanning, and minimize decision-making
time. Your readers will respond better if your bullets talk
in terms of benefits, and not features.
Finally, every marketing effort needs to be tested to
maximize conversions and ROI. However if something isn't
broken, then by all means don't try to fix it. And only
you'll know when you reach that point.
----------------------------------------------------
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