If you stop to think about it, there are a lot of simple truths about what actually makes a landing page convert. All landing pages are made-up of the same things – graphics and words. Your job, then, (and you might need a little bit of help) is to figure out how to combine these things to get the best result. You need to touch the emotions, heart and even soul of the reader. Do not confuse this with being deceptive because it is not the same thing at all. Try to remember that buying decisions are solely emotionally based and that you are selling something with your own. It’s important to learn what your audience finds the most important and what the best way to “talk” with them really is.
Most of the call to action aimed copy on the Internet is forceful, direct and gets to the point. Try testing a call to action that is less direct and commanding.
There are quite a lot of people out there who are no longer appreciative of being commanded to do a certain thing a certain way at a certain time. It’s better to have your call to action include words like “like” “try” and “learn more”, etc. “Download Now!” can really turn people off but “Learn More” is not quite as in your face. Just remember to avoid using words that might be confusing or overly vague. Think more about the graphics you use for your buttons on your landing page. Of course you want them to stand out and be noticed which helps to reinforce the action you want them to take. Use different colors, shapes and sizes when you are putting up buttons on your site. Always test each of these elements–use the A/B split testing method. You know how important location is with real estate, and the same applies to web pages. It is important to note, however, that most buttons and opt-in and lead generation forms are on the right hand sides of the pages.
You already know how vitally important it is to gain the trust of your readers who visit your landing page. We’ve explored some devices and different elements to help that happen. However, where you put them will play a major role with conversions. A good rule of thumb is making sure that anything that helps build trust be immediately visible. This means putting them at what is often called “eye level.” So, rather than using those testimonials at the bottom of your page, where they will feel like an after thought, put them higher up. You definitely want them to be “above the fold” 100% of the time but they should not ever feel annoying.
There are lots of things that you need to understand–not just about landing pages–but for everything that you want to accomplish with your marketing. Understanding why things are used where they are, like with your landing pages, is really important and helpful. Otherwise, if that knowledge is absent, then you do not know which is simply wasting your time and spinning your wheels.
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