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The Blueprint for a Perfectly Testable Landing Page

THE BLUEPRINT for a PERFECTLY TESTABLE LANDING PAGE Landing pages are composed of a group of definable elements. The building blocks presented below can be used as a guide when defining and creating a perfect landing page of your own! THE MAIN HEADLINE DATA COLLECTION CTA (CALL TO ACTION) THE HERO SHOT BENEFITS THE "SAFETY NET" CTA Each landing page element is elaborated on below. The HEADLINE The purpose of your main headline is to get people interested enough to read the rest of your message. ---- --1 -SE O Uss a typeface moant for headlines. Don't be afraid to give p a little lagibviliny in erder to maka itmore noticeable. O Provido anple space areund your hoadlines. Travel First Class to Mars Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec et mauris sed ligula euismod condimen- tum at nec nulla. Integer adipiscing massa ac massa ullamcorper rutrum laculis mauris laoreet. Aliquam vitae sapien leo. Donec risus neque, ullamcorper ac aliquam quis, luctus lobortis tortor. Ut imperdiet elementum magna, eget interdum metus facilisis vel. Nunc nunc metus, ultrices quis vestibulum nec, JInterdum ut nunc. In non felis elit. Nullam sem mauris, pretium ac venenatis in, tincidunt quis lacus. Sus- endisse inmperdiet velit laoreet risus gravida a feugiat magna pellentesque Proin luctus massa eu sem O Move headinas out of alignamont nuth your typographic grid. O Keep in mind that the SEO and PPC keynords that bring visitors to syour landing page shonld also be used throughout youar landing page, inclneding your headline. The HERO SHOT The "hero shot" is the main photo of your product or service. O Numorous studios hare found that photos contaung hamans convert better than thosa that dont O Uuse the hore shot to evoke positive smotions in tthe mind of the user. This halps astablish trust. O Sovoral studies have found that adding the ability to rotate prodnct imagos 360 dogrees can significantty boost conversvon rates. ** lanating hare shot) shonlet be elearly tied to your contral theme. O The images you use on your ng page (especiallg syour DATA COLLECTION Email signups, contact forms and surveys are examples of data collection. ----- ----- ---- ----- ----- - O Maka sure syour data collection points are easy to undorstand and have clear instructions. O Politaly peint ount form arrors. • First Name Last Name O Generalig, fenser form fields result in a higher conversion rate, but not always. Somehmes, il you don't ask enongh questions, yon might be sponding less hime closing important leads (good matehas) bacause youre nading through spam and bad matchos. Tost and see muhat norks best for yon. Email Address CTA O Establish trust Your data is safe with us The "CTA" A "CTA," or Call to Action, is web page element that solicits action from a visitor. O Subtle changes to a CTA button (such as color, siee, placement) can significantty impact your conversion rate. See nhat norks best for you. nec et mauris sed ligula euismod condimentum at nec nulla Integer adipiscing massa ac massa ullamcorper rutrum iaculis mauris laoreet. Aliquam vitae sapien leo. Donec risus neque, ullamcorper ac aliquam quis, luctus lobortis tortor. Ut O SIGNUP TODAY O Wording playys a hugo offect on conversion. Srive for siple, elear, compeling langunage that inspires users to take action. Also, make sure your CTA stands out Bigger is usnalg batter. O The "fold"rafars to the first frame yoar vrisitors ses nhen thoy visit your site. Users spend 80% of tHheir time abore the fold, so keap the mest inportant parts of your webpage (CTAS inelnded) in that space. 5 The BENEFITS How does your product or service benefit a potential customer? O Wab visitors are O As a ganeral rule, sell bonefits, not features. Nobody who bonght a drill nantad a drill. Thay scanners, not readors. Considor dishilling large paragraphs into simple bullet points. anted a hole, Focus on how your product or service can banafita potantial eustomer, O When nuriting benefits, you first meod to understand opour targat andiance and conneet nuth tthem on an omotional lovel. If you nurite for everybody, you ond p talking to nobody in particnlar. The "SAFETY NET" CTA A secondary CTA can sometimes help capture prospects not ready to convert. ---- ----- O An axample of a secondary CTA might be a cluster of social sharing buttons. By adating a "sharing cyele" (enthjplier effect) to your page like this, sgouire able to keep people in syosur sphare of inflinence nho may not be readiy to convert O Other great places to put youar secondary CTAS are your confirmation and thank-egon pages. Test landing y pages nith and wthout secontary CTAS to see honw they inmpact your conversion rate, Follow akissmetrics 81,7k followers Like f 4607 likas OKISSmetrics SOURCES: http://www.vertster.com/writing-better-copy/3-tip5-for-writing-better-headlines/ http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/ http://www.emagineusa.com/blog/6-ways-to-make-your-landing-pages-convert.htm http://www.copyblogger.com/landing-page-mistakes/ http://www.searchenginepeople.com/blog/marketing-101-sell-the-benefits-and-not-the-features.html * http://thinkvitamin.com/design/human-photos-double-your-conversion-rate/ ** http://conversionxl.com/how-images-can-boost-your-conversion-rate/

The Blueprint for a Perfectly Testable Landing Page

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Landing pages are composed of a group of definable elements. The building blocks presented in this graphic can be used as a guide when defining and creating a perfect landing page of your own!

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