The 5 Key Elements
When developing a landing page with a specific conversion goal in mind you should consider each element a bit differently than you would when creating a standard page on your website. Each element now represents a sub-tactic that should in turn assist in pushing a consumer buy or invest in learning more about your products and services. Of course, this landing page may not the only vehicle you’ve used to convert the consumer. Remember to brand and design the landing page similarly to the email newsletters, social posts, blogs, etc. your creating within a specific campaign.
The header is generally the area where your logo goes. The header can also contain navigation, contact and shopping cart information as well. It’s key when designing the landing page to prevent over cluttering your header area because the landing page should solely focus on the conversion goal. If the navigation area is provided then it adds more opportunity for a user to click out of the area or landing page and not convert toward the goal you had in mind.
The footer should be considered a similar space to the header. The footer should contain limited information. If it does contain an item it should be related to your conversion goal. It may be a call to action button or blog related to the content on the landing page. It may lead to a further landing page. Or you could even possibly lead to another marketing channel or vehicle that supports the conversion goal overall.
The body of the landing page is where you will display most of your text and possibly images. It is recommended that you limit your body space to one or two well-written paragraphs with specific keywords related to your target conversion goal. Is also suggested that you limit the amount of images used because you don’t want to distract the consumers. You’d rather point them to the forms and call to actions or buttons that you provide to move them to the next step. Make sure that your text and buttons are high contrast compared to their background so it stands out in a bold manner where the reader will be drawn to it. A paragraph in this case can be defined as 5 to 6 sentences Max. The body copy and images should remain above the fold if possible. Make sure to write your copy in a single column format. Studies have shown that writing in single column format will actually improve a visitors experience and entice them to scroll further down your page. An added benefit is that screen readers actually read a paragraph from left to right and then it repeats down in line again. So for the visually impaired this is actually a beneficial design tactic so they fully comprehend and gain value out of your page. Here’s a quick fact, did you know that 28% of visitors stay on your site for less than 15 seconds?
The Call to Action
Most of you at this point have heard me say or write call to action or CTA multiple times through this blog. A CTA or call to action is in a button, object or text segment that presents an opportunity for a visitor to move onto the next phase or element of your conversion goal. Make sure your CTA’s are clear and concise for the user. Use words like “download our free e-book” or “buy now for a steep discount”. You want your call to action to alert the customer so they convert now versus suggesting for them to come back at a later time where they may fall off and never return within that period of time. It’s always best to place more than one call to action in your page. The likelihood of a user missing your first call to action is actually pretty high. When reviewing heat mapping resources we found that the majority of users read it an F pattern. With that said if it’s not in the first line or two of the F pattern then a user may easily jump over your call to action.
Have you asked yourself yet, what is this “fold” that he has been speaking of? The fold is actually a very vital piece of your landing page. The folder is where the visitor begins to scroll down and view further content that they can’t see on the original screen. It’s important to take note that most visitors want to see the most vital information above the fold. It’s important to place at least one CTA and most of your copy above the fold. Possibly even an image if it fits but the first two are more important.
That about wraps it up for the landing page elements that we will speak of today. Remember, these elements pertain to conversion base landing pages and not necessarily the ones that are on your primary site. Those elements will change depending on your main objective of the page. Sometimes it’s better just to educate a visitor. If you’d like to know more about this or any of our other blogs feel free to reach out to us by clicking this text or “call to action” that is. Education is always free, we love to help you improve your business. If there’s anything else you’d like us to write about for your particular knowledge feel free to write to us and let us know!