Docstoc

Designing the Perfect Landing Pages

Document Sample
Designing the Perfect Landing Pages Powered By Docstoc
					                                               Designing the Perfect Landing Pages



        In a given scenario, visitors to your website makes a critical decision upon knowing what you
        really have to offer. Do they go away or you lead them effectively to your landing page?

        There are a number of factors that go into this decision, and the design of your landing page has a
        lot to do with it.

        Sometimes called a "Lead Capture Page," landing pages are used to convert visitors into leads by
        completing a transaction or by collecting contact information from them. Landing pages consist of:



        •A headline and (optional) sub-headline

        •A brief description of the offer/CTA

        •At least one supporting image

        •(Optional) supporting elements such as testimonials or security badges

        •And most importantly, a form to capture information



        Landing pages are necessary to implement. This direct your visitors to one particular offer without
        the distractions of everything else on your website. Visitors are on a landing page for one and only
        purpose: to complete the lead capture form.

        There are no hard and fast “rules” when it comes to web design for the perfect landing pages. But
        there are some important pointers to remember to have an effective landing page that focus the
        visitors attention, present a high degree of message, match and gently guide the users toward
        their main goal.



        What makes an effective landing page?

        •Include the elements on the previous page and only what is needed. Keep your pages simple and
        minimize distractions.

        •Never ever use your homepage as a landing page.

        •Remove main site navigation from the landing page so visitors can focus on completing the form
        and not continuing to search your site.

        •Make it very clear what the offer is and make it irresistible.




Digital Organics: Web Design Sunshine Coast - 1/102 Howard Street, Nambour, QLD 4560 T 617 5476 3800, SEO Sunshine Coast
        •Absolutely make sure that the content on your landing page matches your call-to-action. If there
        is a disconnect in your messaging, visitors will hit the Back button.

        •Reduce friction – don’t make visitors think too much or do too much work (i.e. reading).

        •Use images wisely to increase conversion rates. Incorporate pictures of real people (not stock
        images or cartoons)

        •Use the right form and only collect the information you absolutely need.



        Effective landing pages are what will turn your website into a lead generating machine.



        Incorporating the right colors

        It's important to set the mood of a landing page and influence viewer's actions. Colors that will
        entice a viewer will vary among different web design and the overall brand reputation it wants to
        convey. Either way, applying the right colors might draw traffic, bore viewers, or scare them away.
        Here is a psychology to what each primary colors mean to the normal human perception.

        Yellow - Optimistic and youthful; Often used to grab viewer's attention

        Orange - Aggresiveness; Used to call-to-action and attention grabber

        Red - Energy; Increases heart rate and creates urgency; Often seen with clearance sales and
        references

        Pink - Romantic and feminine; Used to market products and services for woman and young girls

        Blue - Creates sensation of trust and security; Often used by banks and businesses

        Purple - Soothing and calm; often relates to beauty or anti-aging products and services

        Green - Associated with wealth; The easiest color for the eye to process and used with finance or
        entertainment websites

        Black - Powerful and sleek; Seen as luxurious and sophisticated

        Use the proper design and take advantage of the visitor's attention. Derek Halpern over at social
        triggers sum up these three concepts as human curiosity can't resist certain urges:



        1. People can’t resist following the gaze of other people

        2. People can’t resist seeing where an arrow points

        3. People can’t resist following the “line of sight” of objects




Digital Organics: Web Design Sunshine Coast - 1/102 Howard Street, Nambour, QLD 4560 T 617 5476 3800, SEO Sunshine Coast
        If one person is looking at something, we have to look at it to find out why. If an arrow points
        somewhere, we want to know why. And finally, objects often have a “line of sight” and can act like
        arrows, which is why we follow them too.

        Utilise these concept. Say if you have an image of person, have that person look right where you
        want them to look. If you have them look elsewhere, you risk sending your visitors eyes right off
        of their computer screen.



        Landing Page Forms

        Forms are the key to a landing page. Without them, there is nothing for the visitor to do on that
        page. Forms come in handy when it's time for people to sign-up, subscribe to your site or
        download an offer.

        You might be wondering how much or how little information you should require with a form. There
        is no magic answer when it comes to how many fields your form should contain but the best
        balance would be to collect only the information you really need.

        The fewer fields you have in a form, the more likely you will receive more conversions. This is
        because with each new field you add to a form, it creates friction (more work for the visitor) and
        fewer conversions. A longer form looks like more work and sometimes it will be avoided all
        together. But on the other hand, the more fields you require, the better quality those leads might
        be. The best way to determine what works best is to test it.

        There is a whole segment of the market that is dedicated to landing page optimization, because
        there’s a lot that can go into the design of a high converting landing page.

        The good thing about landing page design, is that you should always be split testing. If you feel
        like another design is going to work better, test them against each other to see which one will
        work best.




Digital Organics: Web Design Sunshine Coast - 1/102 Howard Street, Nambour, QLD 4560 T 617 5476 3800, SEO Sunshine Coast

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:20
posted:5/16/2012
language:
pages:3
Description: In a given scenario, visitors to your website makes a critical decision upon knowing what you really have to offer.