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3TWEAK YOUR LAYOUT
Your landing page has only seconds to capture the
interest of a visitor. This makes the aesthetics and
layout of your landing pages crucial elements of the
conversion process.
KNOW YOUR AUDIENCE
It’s an unfortunate truth that, no matter how hard you
work to carefully craft your copy, the vast majority
of visitors simply aren’t going to read it. Visitors are
scouring the web for information, and an internet
full of near-useless content has taught us all to
expect little value. On a landing page, that truth gets
amplified.
Here’s what we know about how visitors “read”:
Text is almost always scanned, and not read
entirely.
Greater focus is given to words in the top and left
side of the page. Text is scanned in what’s called
an f-pattern.
According to Nielsen Norman Group, before a visitor
leaves, they’ll read — at most — 28% of the words
on a page.
If you need more than a couple of short paragraphs of
text on your landing page, make sure the first words in
those paragraphs give an idea of what they’re about.
If you can divide the content into groups, do so! Make
sure you write clear, concise headings to help scanning
eyes find the information they’re searching for.
Skip the Lifestyle Shots
Give your visitors a sneak peek of what you are offering.
How many times have you gone to a landing page and
been greeted with a header graphic that has nothing
to do with the offer A better solution is to provide a
small image of the white paper or demo that is being
offered. This gives your visitors something tangible to
look forward to and a much more compelling reason to
convert.
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