The primary objective of an “Old” homepage is to inspire the visitor to go to another page—a page that satisfies their informational needs. Get to the point – The primary objective of the “New” landing page is the page that satisfies their informational needs. A landing page is a “response page.” “Old” Homepages can be successful in many ways, but the “new” landing page either passes or fails. Pass= achieves a conversion – Fail= no action.
The web will continue to evolve: user behavior will change in 2017. The smarter and more aware users become, the more they will be skeptical of what is presented to them online. With only a 2.5-minute visitor attention span and 95% of that spent “below the fold”, majority of online population are impulse viewers. The more you can do to keep your page looking up to date, clear, well-designed, and engaging, the more your prospects will convert.
Simplicity is key in 2017: Clutter the page/clutter the decision-making of the prospect. The page should be simple in design and to the point.
Pages will be linked – or the destination of a traffic building device of an outside source: social ads, Adwords, email marketing or referrals. Objective will be conversion to move revenue needle through captivation of decreased visitor attention span.
Video is Key
Data by the Numbers: The average user spends 105% more time on a website with video.* Where both text and video are available on the same web page, 69% of users would prefer to watch video to learn about a product or service.** Video drives 157% increase in organic traffic from search engines.1 “Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google.”***
10 Page Essentials:
- Navigate=Leave: You want prospects to click one thing- the Call to Action presented.
- Bulletproof Headline: provide a clear connection to visitors with content and actions taken. Don’t force mental stress to readers or they will leave.
- Subhead Reinforcement: introduce or reiterate the value of taking advantage of the offer.
- Hero Visual: Convert at a high rate by prominently displaying what’s being offered. Visitors should immediately understand what they get after completing the form.
- Get to the Point: What is the value of your offer? Present a problem-solution sequence, but do so fast. Effective copy for the page presents its value in lists or content blocks.
- Social Proof: powerful when visitors are uncertain what to do. Elevate persuasion through proof- customer logo’s, testimonials, media mentions and social post.
- Quick Forms: results are measured on your page by number of completed forms. Use “smart-forms” where available and only ask what you need for effective follow up.
- Parachute Package: give visitors a guarantee. A guarantee doesn’t mean offering customers their money back. Ex: Offer a guarantee to resolve any issues. Inform visitors their credit card information is 100% secure, or that you won’t spam them.
- Thank You: Currently sites send thank you messages via email, serving the “new” subscriber an immediate thank you page is the better way to go (or do both).
- Shiny Button: call-to-action button can make or break your page. The button should combine design and copywriting best practices to make it easy for the visitor to take action on the offer. High-converting buttons are clear, specific, and written in first person when applicable.
“Data by the Numbers” Sources:
* Bright Cove: https://www.brightcove.com/en/blog/2015/08/create-compelling-video-experiences
** Wyzowl: https://www.wyzowl.com/video-marketing-statistics-2016.html
*** Mist Media: https://www.youtube.com/watch?v=Slb5x5fixk4