Anatomy of a Perfect Landing Page

THE ANATOMY OF A PERFECT LANDING PAGE HOW DESIGN TRANSLATES TO USERS TEN KEY LANDING PAGE FEATURES THAT DRAW IN USERS NICELANDINGPAGE.COM (7. NICELANDINGPAGE.COM + LINK | LINK | LINK | LINK | LINK A NICE LOOKING HEADLINE A SECONDARY HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veiam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderitculpa qui 3 officia deserunt mollit anim id est laborum. • Lorem ipsum dolor sit amet, consectetur adipisicing elit. • Sed do eiusmod tempor incididunt ut labore et dolore. • Ut enim ad minim veniam, quis nostrud exercitation. DO IT NOW! click here! A TESTIMONIAL! MORE INFORMATION Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. SECURE BUTTONS AND CALL TO ACTIONS 6. PAGE HEADLINES AND AD COPY SHOULD STAND OUT The landing page headline and advertisement wording should compliment each other. • Identify the keywords people interested in your service might be searching for and use words such as "free", "new", "buy" or "download now". • Your AdWords score allows a site to discover the cost-per-click. This score can be improved by having consistent content between the ad message and landing page text. · A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. Nonetheless, the button should be big, bright, and above where a user would have to scroll to it. 2 CLEAR AND CONCISE HEADLINES • Orange or yellow buttons for a call to action help to catch a viewer's eye. • Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to 7 take a closer look. GO EASY ON THE LINKS • Addressing a specific point that is related to the content of the website will catch a reader's attention more than having a vague and uninteresting headline. • Links connecting the user to too many other sites or pages will distract them and have a negative impact on conversions. 3 • Lots of links may make sense on a regular homepage, but on a landing page simplicity is key. IMPECCABLE GRAMMAR USE IMAGES AND VIDEOS THAT RELATЕ ТО СОРY • In the example of an online retailer who is asking for visitors to 8 purchase and provide personal and billing information, the trust of the customer will be risked if there are spelling errors and sloppy grammar. • Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product. TAKING ADVANTAGE OF TRUST INDICATORS · For an effective way of building trust, incorporate testimonials, press mentions, guarantee seals, and 3rd party trust and security certification (Better Business Bureau, VeriSign, etc.). 9. ΚEEP IT ΑBOVE THE FOLD • When eye glasses and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any online landing page. • The space a visitor sees without having to scroll is where the most important parts of the webpage should be. • Place the call-to-action button above the fold and in a location where the viewer's eye will scan to. Never have the button in a place where it has to be searched for. USE A STRONG CALL TO ACTION 10 ALWAYS BE TESTING • After a visitor reads the landing page headline, it is crucial that they know what to do next. • In the case of Mozilla Firefox, when they changed their call-to- action from "Try Firefox 3" to "Download Now - Free", it outperformed • Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test. • In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single- variable test samples in order to improve response rates.) WHAT TYPES OF COLORS ARE GOOD FOR DIFFERENT SITES? Colors that will entice a viewer will vary among different sites. Applying the right colors might draw in traffic, bore viewers, or scare some away. They set the mood of a landing page and influence viewer's actions. YELLOW RED BLUE GREEN • Optimistic and youthful • Energy • Creates the sensation of trust and security • Associated with wealth • Often used to grab a • The easiest color for • Increases heart rate and creates urgency • Often used by banks the eye to process and used with finance or viewer's attention and businesses • Often seen with clearance sales and references entertainment websites ORANGE to food PURPLE • Aggressiveness BLACK PINK • Soothing and calm • Used as a call-to-action and attention grabber • Often relates to beauty or anti-aging products and services • Powerful and Sleek • Romantic and feminine • Seen as luxurious and sophisticated • Used to market products and services for woman and young girls Sources: blog.performable.com | colormatters.com | blog.kissmetrics.com THE ANATOMY OF A PERFECT LANDING PAGE HOW DESIGN TRANSLATES TO USERS TEN KEY LANDING PAGE FEATURES THAT DRAW IN USERS NICELANDINGPAGE.COM (7. NICELANDINGPAGE.COM + LINK | LINK | LINK | LINK | LINK A NICE LOOKING HEADLINE A SECONDARY HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veiam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderitculpa qui 3 officia deserunt mollit anim id est laborum. • Lorem ipsum dolor sit amet, consectetur adipisicing elit. • Sed do eiusmod tempor incididunt ut labore et dolore. • Ut enim ad minim veniam, quis nostrud exercitation. DO IT NOW! click here! A TESTIMONIAL! MORE INFORMATION Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. SECURE BUTTONS AND CALL TO ACTIONS 6. PAGE HEADLINES AND AD COPY SHOULD STAND OUT The landing page headline and advertisement wording should compliment each other. • Identify the keywords people interested in your service might be searching for and use words such as "free", "new", "buy" or "download now". • Your AdWords score allows a site to discover the cost-per-click. This score can be improved by having consistent content between the ad message and landing page text. · A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. Nonetheless, the button should be big, bright, and above where a user would have to scroll to it. 2 CLEAR AND CONCISE HEADLINES • Orange or yellow buttons for a call to action help to catch a viewer's eye. • Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to 7 take a closer look. GO EASY ON THE LINKS • Addressing a specific point that is related to the content of the website will catch a reader's attention more than having a vague and uninteresting headline. • Links connecting the user to too many other sites or pages will distract them and have a negative impact on conversions. 3 • Lots of links may make sense on a regular homepage, but on a landing page simplicity is key. IMPECCABLE GRAMMAR USE IMAGES AND VIDEOS THAT RELATЕ ТО СОРY • In the example of an online retailer who is asking for visitors to 8 purchase and provide personal and billing information, the trust of the customer will be risked if there are spelling errors and sloppy grammar. • Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product. TAKING ADVANTAGE OF TRUST INDICATORS · For an effective way of building trust, incorporate testimonials, press mentions, guarantee seals, and 3rd party trust and security certification (Better Business Bureau, VeriSign, etc.). 9. ΚEEP IT ΑBOVE THE FOLD • When eye glasses and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any online landing page. • The space a visitor sees without having to scroll is where the most important parts of the webpage should be. • Place the call-to-action button above the fold and in a location where the viewer's eye will scan to. Never have the button in a place where it has to be searched for. USE A STRONG CALL TO ACTION 10 ALWAYS BE TESTING • After a visitor reads the landing page headline, it is crucial that they know what to do next. • In the case of Mozilla Firefox, when they changed their call-to- action from "Try Firefox 3" to "Download Now - Free", it outperformed • Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test. • In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single- variable test samples in order to improve response rates.) WHAT TYPES OF COLORS ARE GOOD FOR DIFFERENT SITES? Colors that will entice a viewer will vary among different sites. Applying the right colors might draw in traffic, bore viewers, or scare some away. They set the mood of a landing page and influence viewer's actions. YELLOW RED BLUE GREEN • Optimistic and youthful • Energy • Creates the sensation of trust and security • Associated with wealth • Often used to grab a • The easiest color for • Increases heart rate and creates urgency • Often used by banks the eye to process and used with finance or viewer's attention and businesses • Often seen with clearance sales and references entertainment websites ORANGE to food PURPLE • Aggressiveness BLACK PINK • Soothing and calm • Used as a call-to-action and attention grabber • Often relates to beauty or anti-aging products and services • Powerful and Sleek • Romantic and feminine • Seen as luxurious and sophisticated • Used to market products and services for woman and young girls Sources: blog.performable.com | colormatters.com | blog.kissmetrics.com THE ANATOMY OF A PERFECT LANDING PAGE HOW DESIGN TRANSLATES TO USERS TEN KEY LANDING PAGE FEATURES THAT DRAW IN USERS NICELANDINGPAGE.COM (7. NICELANDINGPAGE.COM + LINK | LINK | LINK | LINK | LINK A NICE LOOKING HEADLINE A SECONDARY HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veiam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderitculpa qui 3 officia deserunt mollit anim id est laborum. • Lorem ipsum dolor sit amet, consectetur adipisicing elit. • Sed do eiusmod tempor incididunt ut labore et dolore. • Ut enim ad minim veniam, quis nostrud exercitation. DO IT NOW! click here! A TESTIMONIAL! MORE INFORMATION Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. SECURE BUTTONS AND CALL TO ACTIONS 6. PAGE HEADLINES AND AD COPY SHOULD STAND OUT The landing page headline and advertisement wording should compliment each other. • Identify the keywords people interested in your service might be searching for and use words such as "free", "new", "buy" or "download now". • Your AdWords score allows a site to discover the cost-per-click. This score can be improved by having consistent content between the ad message and landing page text. · A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. Nonetheless, the button should be big, bright, and above where a user would have to scroll to it. 2 CLEAR AND CONCISE HEADLINES • Orange or yellow buttons for a call to action help to catch a viewer's eye. • Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to 7 take a closer look. GO EASY ON THE LINKS • Addressing a specific point that is related to the content of the website will catch a reader's attention more than having a vague and uninteresting headline. • Links connecting the user to too many other sites or pages will distract them and have a negative impact on conversions. 3 • Lots of links may make sense on a regular homepage, but on a landing page simplicity is key. IMPECCABLE GRAMMAR USE IMAGES AND VIDEOS THAT RELATЕ ТО СОРY • In the example of an online retailer who is asking for visitors to 8 purchase and provide personal and billing information, the trust of the customer will be risked if there are spelling errors and sloppy grammar. • Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product. TAKING ADVANTAGE OF TRUST INDICATORS · For an effective way of building trust, incorporate testimonials, press mentions, guarantee seals, and 3rd party trust and security certification (Better Business Bureau, VeriSign, etc.). 9. ΚEEP IT ΑBOVE THE FOLD • When eye glasses and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any online landing page. • The space a visitor sees without having to scroll is where the most important parts of the webpage should be. • Place the call-to-action button above the fold and in a location where the viewer's eye will scan to. Never have the button in a place where it has to be searched for. USE A STRONG CALL TO ACTION 10 ALWAYS BE TESTING • After a visitor reads the landing page headline, it is crucial that they know what to do next. • In the case of Mozilla Firefox, when they changed their call-to- action from "Try Firefox 3" to "Download Now - Free", it outperformed • Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test. • In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single- variable test samples in order to improve response rates.) WHAT TYPES OF COLORS ARE GOOD FOR DIFFERENT SITES? Colors that will entice a viewer will vary among different sites. Applying the right colors might draw in traffic, bore viewers, or scare some away. They set the mood of a landing page and influence viewer's actions. YELLOW RED BLUE GREEN • Optimistic and youthful • Energy • Creates the sensation of trust and security • Associated with wealth • Often used to grab a • The easiest color for • Increases heart rate and creates urgency • Often used by banks the eye to process and used with finance or viewer's attention and businesses • Often seen with clearance sales and references entertainment websites ORANGE to food PURPLE • Aggressiveness BLACK PINK • Soothing and calm • Used as a call-to-action and attention grabber • Often relates to beauty or anti-aging products and services • Powerful and Sleek • Romantic and feminine • Seen as luxurious and sophisticated • Used to market products and services for woman and young girls Sources: blog.performable.com | colormatters.com | blog.kissmetrics.com THE ANATOMY OF A PERFECT LANDING PAGE HOW DESIGN TRANSLATES TO USERS TEN KEY LANDING PAGE FEATURES THAT DRAW IN USERS NICELANDINGPAGE.COM (7. NICELANDINGPAGE.COM + LINK | LINK | LINK | LINK | LINK A NICE LOOKING HEADLINE A SECONDARY HEADLINE Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veiam quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderitculpa qui 3 officia deserunt mollit anim id est laborum. • Lorem ipsum dolor sit amet, consectetur adipisicing elit. • Sed do eiusmod tempor incididunt ut labore et dolore. • Ut enim ad minim veniam, quis nostrud exercitation. DO IT NOW! click here! A TESTIMONIAL! MORE INFORMATION Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. Lorem ipsum dolor sit amet,sectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniamdolor in reprehenderitculpa qui officia deserunt mollit anim. SECURE BUTTONS AND CALL TO ACTIONS 6. PAGE HEADLINES AND AD COPY SHOULD STAND OUT The landing page headline and advertisement wording should compliment each other. • Identify the keywords people interested in your service might be searching for and use words such as "free", "new", "buy" or "download now". • Your AdWords score allows a site to discover the cost-per-click. This score can be improved by having consistent content between the ad message and landing page text. · A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as the button. Nonetheless, the button should be big, bright, and above where a user would have to scroll to it. 2 CLEAR AND CONCISE HEADLINES • Orange or yellow buttons for a call to action help to catch a viewer's eye. • Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a visitor to 7 take a closer look. GO EASY ON THE LINKS • Addressing a specific point that is related to the content of the website will catch a reader's attention more than having a vague and uninteresting headline. • Links connecting the user to too many other sites or pages will distract them and have a negative impact on conversions. 3 • Lots of links may make sense on a regular homepage, but on a landing page simplicity is key. IMPECCABLE GRAMMAR USE IMAGES AND VIDEOS THAT RELATЕ ТО СОРY • In the example of an online retailer who is asking for visitors to 8 purchase and provide personal and billing information, the trust of the customer will be risked if there are spelling errors and sloppy grammar. • Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as give shoppers an extra push to look further into a product. TAKING ADVANTAGE OF TRUST INDICATORS · For an effective way of building trust, incorporate testimonials, press mentions, guarantee seals, and 3rd party trust and security certification (Better Business Bureau, VeriSign, etc.). 9. ΚEEP IT ΑBOVE THE FOLD • When eye glasses and lens company ACLens began using VeriSign, they saw a 41% increase in conversions and a 58% increase in revenue per transaction. The same can happen with any online landing page. • The space a visitor sees without having to scroll is where the most important parts of the webpage should be. • Place the call-to-action button above the fold and in a location where the viewer's eye will scan to. Never have the button in a place where it has to be searched for. USE A STRONG CALL TO ACTION 10 ALWAYS BE TESTING • After a visitor reads the landing page headline, it is crucial that they know what to do next. • In the case of Mozilla Firefox, when they changed their call-to- action from "Try Firefox 3" to "Download Now - Free", it outperformed • Optimize a landing page for conversion over time. Run A/B tests, change copy, images, and call-to-actions to see what resonates most with users. the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test. • In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single- variable test samples in order to improve response rates.) WHAT TYPES OF COLORS ARE GOOD FOR DIFFERENT SITES? Colors that will entice a viewer will vary among different sites. Applying the right colors might draw in traffic, bore viewers, or scare some away. They set the mood of a landing page and influence viewer's actions. YELLOW RED BLUE GREEN • Optimistic and youthful • Energy • Creates the sensation of trust and security • Associated with wealth • Often used to grab a • The easiest color for • Increases heart rate and creates urgency • Often used by banks the eye to process and used with finance or viewer's attention and businesses • Often seen with clearance sales and references entertainment websites ORANGE to food PURPLE • Aggressiveness BLACK PINK • Soothing and calm • Used as a call-to-action and attention grabber • Often relates to beauty or anti-aging products and services • Powerful and Sleek • Romantic and feminine • Seen as luxurious and sophisticated • Used to market products and services for woman and young girls Sources: blog.performable.com | colormatters.com | blog.kissmetrics.com