2. Keeping The Promise
If you tell a customer that there is a sales rack at the
back of your store, it better be there right?
Same with online.
Form or
Online or Your
Shopping
Offline Ad Website
Cart
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3. Keep Users Focused
Keep your purpose focused
One objective only
Obvious way to navigate
Obvious next step
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4. You Have 5 Seconds… tick tick tick tick tick
Within 5 seconds a Landing Page visitor knows
if they are going to stay.
Online visitors SCAN - keep it simple and
relevant. Write your landing page for scanning,
not reading.
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5. Embrace the Space
Use white space to
direct the user’s eye
and emphasize the
area where you want
their most attention.
Make sure your page does not look crowded,
especially around your form or call to action button.
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6. Be Relevant
What questions would they ask?
Make sure they are answered.
Be as targeted as possible and ‘speak their language’
with graphics and text.
For example, if you sell men’s and women’s products,
make a page geared to appeal to each gender.
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7. Sell the Offer
Landing Pages promote offers, not products.
You don’t need product details, company information
or more about your services.
You just need to confirm that they are on the right
track, get them excited about it, and give them a clear
path to go down.
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8. Narrow the Possibilities
Lose the top and sidebar navigation; you want to keep
them focused.
You can have footer navigation which tells the user the
page is part of a greater site, a must for some and key
to search engines.
You should also have your logo linked back to your site.
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9. Help Them Picture a Better Life
Images can help or hurt. Your images need to promise a
better life if they purchase from you - leave it at that.
SHOW ME THE BENEFIT!
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10. Help Them Picture a Better Life
A too-great image can lure
people away from your
objective. Imagine using a
celebrity using your type of
product only to have people
leave in pursuit of more info
about the celebrity. Doh!
Also, the image needs
a caption.
Captions are more likely to be
read than any other text on the
landing page!
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