A fundamental rule of landing page design is to try and keep your Call To Action (CTA) above the fold. This enables your visitors to quickly see where they need to interact with your page to be successful. This is easy with a standard “Click-Through” style landing page that just offers a big shiny button for the user to click. You simply ensure that you place it in the top portion of the page.
On a lead gen form, the CTA is at the bottom of the form (the submission button). So it’s quite common (especially if you have a relatively long form) to have the CTA fall below the fold.
The solution to this problem is to implement 2 design rules that focus user attention on the lead capture form area.
Make your visitors pay attention to your landing page!!!
I’m going to take a different approach to this post and use photography to illustrate some principles of design.
Understanding these fundamental concepts will help you grab your visitors attention and direct them to your intended conversion goal.
The most important element of any landing page is the conversion goal. Similarly, the most important aspect of your landing page design is to focus the visitor’s attention on that conversion area.
Click me, squeeze me! Go on, I dare you.
Inspired by a conversion tip from our friends at Wider Funnel, where they suggest that BOB – the Big Orange Button – is an overtly clickable button color, I thought I’d talk a bit about what the web is doing to help improve marketing’s most important element – the Call To Action (CTA).
Buttons on the web have always been a bit lame, forcing designers to find creative ways to improve the customers’ level of click desire.
Well listen up, cos it’s all about to change. Sorta. Kinda. Perhaps in a little while.
Or right away if you use the Safari web browser (sadly I don’t – I’m still a Firefox lover).
In the second of our landing page makeovers, I’m going to look at a landing page designed to sell a book called “Matrix Reimprinting: Using EFT”.
In our first makeover (aimed at providing some advice to small businesses), I used the Conversion Marketing Scorecard to analyze a landing page for a Phoenix language school.
Here is the landing page for the Matrix Reimprinting Book.
Let your customers through.
An Axiom, outside the realm of logic or mathematics, is (to quote Wikipedia) an established principle of some field. Today, I would like to propose the creation of a new ideal, a new axiom, in the field of Conversion Marketing. An ideal is something to strive for. A goal – perhaps lofty – that one aspires to achieve in their work or life.
When it comes to conversion, it pays dividends to reduce the barriers to entry for your potential customers. A free flowing traverse of your online sales funnel; from ad, to landing page, to conversion action is the ultimate goal. And it stands to reason that you will have a greater conversion rate with a low barrier to entry.
That’s the traditional thinking on the subject – mainly from a usability or interaction design perspective.
I’m suggesting that in order to achieve a low barrier to entry, we need to aim for NO barrier to entry.
Today I’m going to present the first in a series of free landing page critiques. Our first example comes from language school LeTutor. My hope is that the simple process described below will be of benefit to others in a similar situation.
I’d like to thank LeTutor for agreeing to the public scrutiny of their landing page, which can be seen below.
The live version of the page can be found here: www.PhoenixSpanish.com.
At first glance this is a decent landing page, well structured with a balanced design and directional cues pointing towards the necessary page flow and Call to Action.
You have to work on your landing pages to maintain a healthy conversion rate.
Today we come to the end of the 7 Days to a Better Landing Page series, and I’m going to leave you with a series of exercises you can use to keep the momentum going after you launch a landing page.
If you are in the business of creating marketing campaigns, I’m hoping you are using landing pages focus your paid traffic. And hopefully, you’ve also employed some of the tactics and strategies we’ve discussed on the Unbounce blog to enhance it’s performance.
We're sad to see you leave our landing page. Please click here to be redirected in an infinite loop to the same page.
It’s day 5 of the 7 Days to a Better Landing Page series. And today I’m gong to focus on some of the things NOT to do on a landing page.
I’ve already covered this topic in depth in an earlier post – Marketing FAIL – 7 Newbie Landing Page Mistakes, so I’m going to do a quick recap on that before expanding on the subject.
There are 2 primary types of offensive behavior that will make your customers hightail it from your landing page. There’s the honest type of mistake – where you’ve unwittingly incorporated some usability issues into your design. And there’s the cheap spammy behavior that people use in the hopes of making a quick buck.
I’ve seen talented marketers do both, usually through some misguided notion that the campaign is all that matters. Wrong.
Seriously. I wanted to use an illustration of 7 types of landing page, but 4 Smurfs in different colored shorts was all I could come up with at short notice.
Not all landing pages are the same; in design or intent. In today’s post I’ll walk you through the 7 different types of landing page.
Each type has it’s pros and cons and I’ll discuss some of the uses for each type and where they fall short. This should help you understand which kind is most appropriate for your own marketing campaigns.
This is day 3 in our 7 Days to a Better Landing Page series.
You can learn a lot by observing how marketing is implemented in the physical world.
Today, in our second post in the 7 Days to a Better Landing Page series, I escaped from the office to go on an impromptu marketing field trip.
My goal was to find real-world examples or metaphors that illustrate the 7 Elements of a Landing Page that I described in yesterdays post.
Armed with my car, iPhone (using the camera and voice recorder) and a hunger to buy some new marketing books, I set out to explore marketing as it appears off-screen.
Here’s what I found on my travels…
Download our free white papers and reports for some bedtime conversion optimization reading.
Download our free opinionated guide to landing page conversion.
Using Twitter to enhance, promote and measure your landing page campaigns.
