5 Landing Page Headline Formulas You Can Test Today. You wouldn’t bake a chocolate soufflé for your mother-in-law’s birthday party without referring to a recipe, so why would you craft a headline that way?
(Image source) Ever notice those “conversion copywriting” techniques you read about for ugly, hard-to-stomach long-form sales pages? When you implement those techniques, you end up with lengthy, nearly impossible to believe headlines, like this one: That’s great for niche info products. Great for diet pills and exercise DVDs. But it’s BAD for the products and services most of us are actually selling – like productivity apps, games, SaaS, consulting services, ebooks, quilts, clothes, hardware… the list goes on. Here’s the thing: the uber-long headline above isn’t necessarily wrong for short copy. So what if we were to take the best of long-form sales page copywriting… and tweak it for our 2.0 or short-copy landing pages? Why I Used to Hate Landing Pages… In November 2004 I had my first real encounter with marketing.
It was a horrible experience. At the time I came from the user experience (UX) crowd, indulging in usability, interaction design, information architecture and other such altruistic endeavours rooted in a desire to make the web work better for “the customer”. The marketing folks had an entirely different agenda with no real concern for anything but the bottom line. (Not wrong, just different from what I was used to). Landing pages should be designed with a ruthless attention to a single business goal. We were discussing ideas for a new campaign and how to integrate it into the corporate website.
Why I Used to Hate Landing Pages… It's Not My Job: Why Marketing is Broken - InShare163 I was in Moscow last week with Jeffrey, waiting in the lobby for a taxi.
I passed the time taking screenshots of “promotional” emails and ads with their corresponding landing pages. After clicking through some ads and emails I needed to vent. I posted the following message on my Facebook profile: Frustrated at the state of email marketing. If you went out to eat and saw the sign below on a door, what would you expect to see on the other side? What would you think of the place if when you opened that door you saw this: Would it give you second thoughts about eating there again? Yet, this happens all the time in email marketing, display advertising, ppc advertising, etc. After the Click: Optimizing landing pages for conversion. Landing Page Optimization tips: analysis of 50+ sites to find out what increases sales and conversions.
Last week I offered free conversion rate optimization advice on a popular forum (known as Hacker News).
Within a single day I got 50+ requests for help. It was definitely an enriching experience analyzing and dissecting all those websites and landing pages. As I was replying and providing my feedback to those 50+ sites, I started sensing a few common issues that affected conversion rates of all those pages. Without naming any specific URL or site, in this post I will detail where those sites lacked and what you can learn from my analysis to fix your homepage or landing page. Four common issues with landing pages According to my analysis, one of these four issues (if not all) were the most common causes of poor conversion rates.
Let’s analyze the issues one by one. Issue #1: Too much text Example of a homepage with too much text Example of a balanced webpage (text + images) So, what you need is a proper balance between graphics and text. Issue #2: Lack of descriptive headline Conclusion Tags. 3 Principles of a High Converting Lead Gen Landing Page. If you don’t balance the expectations of your customers with what you’re giving away, you’re basically kissing your customers goodbye.
(Original image source) You’re probably wondering why there’s a photo of a gymnast above. This is to illustrate one of the most important conversion element of lead gen pages – balance. Read on… 1. Clearly the hurdle was too much in this case. One of the biggest factors in whether you’ll capture your lead is whether you are able to balance the size of the prize (what you’re giving away) with the perceived barrier to getting it. This is where A/B testing can come in really handy. 2. Now I’m not saying “make it look beautiful” – although it never hurts to look professional. 23 *Slam Dunk* Landing Page Posts You Shouldn’t Miss. 35 Beautiful Landing Page Design Examples to Drool Over [With Critiques. A professionally designed landing page can improve your conversion rates. This post is all about showcasing awesome landing pages, to give you some inspiration for your next design. It’s worth stating that no page is ever perfect – or conversely, every page can be better.
With this in mind, we’ll be offering perspective on what makes each page special or interesting, while providing some insight into what we would try out in an A/B test experiment to optimize for higher conversions. But what is it that makes a landing page design effective? There are many factors, but the principle reasons are an adherence to the fundamental rules of conversion centered design: