Tim Ash is an expert in conversion and landing pages. His company, sitetuners, promises to improve or optimise the conversion rate you get from your landing page. And in a recent interview with Ralph Wilson from Web Marketing Today he discusses the 3 elements that make a successful landing page.
Your landing page needs a clear purpose with one, maybe two, conversion goals. Typically these could be to encourage the visitor to buy, subscribe, fill-in a form or download a report, but whatever it is, it must be some kind of action. And Tim says landing pages can be too cluttered. Sometimes less is more.
There should be one main column that flows down the page, drawing the reader’s eye. And in this main column your page needs 3 elements; page headline, an action block with subheadline and a call to action button. I think we all understand what a headline and call to action button is, but what is an action block?
Tim describes an action block as visually different to make it stand out; maybe a different background colour or surrounded by a box. It could contain a product image or a form with a subheadline that tells the reader what they will get. And if you want to add more details, use an additional link, which displays a lightbox popover when you hover on the link. This is better for people with short attention spans, but caters for readers who want more information or need more convincing.
And Tim adds you should have a narrow, right-hand column, which is focussed on credibility. You want to provide reassurance about who you are. This could be a logo or branding, testimonials or awards, for example, and make the column stand out a little with perhaps a different background colour. I’m sure I’ve seen some landing pages just like this that persuaded me to take action.
See if you can improve your landing page conversions.
