12 Tips to Improve Your Landing Page
1) Define Your Conversion
Before you start to design your landing page, define that page’s conversion activity. For a newsletter landing page, the conversion activity is entering an email address into a form and clicking “Accept.”
2) Do You Have An Answer?
A little demographic research goes a long way. Figure out what your visitor is looking for and what offers work. Build a profile of your ideal visitor. Keep this person in mind when creating your landing page. Do not construct the page for anyone else—generic and broad pages are proven to fail—and keep everything “on target.” Your ad campaign already funnels traffic to your landing page, so visitors are expecting a very targeted message. Tailor the pages to them.
3) Remove Distractions
Distractions kill conversions. Strip any unneeded elements from the page. This is not your home page. Anyone who comes to your landing page has already been screened by your ad. They expect a very specific message.
4) Match the Creative
Be Creative just like your ads, remember its your ad that got them thier, dont duplicate, but close on it.
5) Page Navigation
Landing pages are made for a specific purpouse, dont add navigathon that would distract the pirpouse of your page
6) Stay Focused on Your Objective
Avoid the urge to promote or link to other areas of your site. The point of the landing page is to prevent your visitor from wandering. You want them converting, not clicking around to other parts of your site and marveling at your Flash animations. Imagine if GAP encouraged shoppers entering their stores to leave and walk around the mall. Once they stop thinking about your offer, you’ve lost them.
7) Above the “Fold”
Pay attention to the virtual fold (the bottom of the screen before scrolling). Place enough content above the fold to allow your visitor to make a decision about continuing on the site. If a visitor has to click or scroll to figure out what your site is about, the only thing they’ll click is the back button.
8) Provide Conversion Exits
Make it easy for your visitor to become your subscriber or customer . Place forms or sales links above the fold and at every scroll-and-a-half of screen space.
9) Feed the Eyes
Use color and formating to your advantage along the page towards your conversion exit. Thoughtful use of whitespace, large copy and graphics can make a long page seem much shorter than it really is. Be careful though—a great image will demand a lot of eye time and if misplaced can ruin the flow of your message.
Place the important stuff (whether it’s your copy or your image) close to the middle, and never distract your user from that focal point. Avoid putting interesting material in sidebars. This pulls the eye away from the main body. If it’s interesting and valuable, keep it close to the center and use it to direct the eye.
10) Fix Forms
Remove all unneeded fields. Don't ask for city/state/province if you ask for a Zip or postal code. Focus on the essentials.
stay focused on the essectial information you are trying to retrive.
11) Use Personality
After If you sell a service or a tageted product, be sure to press emotional hot buttons, use personality and be your self
no body likes to be sold, they want to feel like your the answer to their problem.
12) Testing makes perfect.
After you have finished the design of your landing page, test it with a small user group. Does the message match the advertisement?
Have you reduced all distractions?
Is critical information above the fold?
Does the page enhance your brand?
After you make sure your satiasfied the critiacl aspects, run a small PPC camplain to test your page.
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