Every landing page I have reviewed, over the years and for this element review, has several strong characteristics on the landing pages that capture the attention of viewers and future conversions. Each landing page has the ability to convert viewers into clients or to lead them away. In my experience strong landing pages have very specific and very similar elements that produce strong results for online businesses. Each landing page should contain a company logo, strong header image, a strong call to action and a secondary call to action. Each action is specific to the page and draws the viewers eyes to the calls to action.
A business using landing pages has to have their business logo in the top left or center of the landing page. Having a business logo located on top of the landing page will lead the eye line of the viewer directly to the name of the business or company logo. Having the company logo within the key eye line will allow consumers to connect with company brand. Jon Correll, a writer for Conversion Voodoo, believes that by having a companies brand on any and all landing pages they are currently using will lead to brand awareness for consumers shopping for similar products[acp footnote] Correll, Jon. (August 9th, 2013). 9 Must-Have Elements for Landing Pages That Convert. In ConversionVoodoo.com. Retrieved November 24, 2013, from http://goo.gl/m4dqAp.[/acp]. This brand awareness will lead consumers to connect your business with a specific product and/or service completing the circle of brand awareness.
If you are thinking of not adding your logo to the website think about the classic marketing concept “the rule of seven”. The rule of simply states that a prospective buyer should see or hear your companies marketing message at least seven times before they are likely to buy from your company[acp footnote] Tutorials Point. The Rule of Seven. In TutorialsPoint.com. Retrieved November 24, 2013, from http://goo.gl/DLWHV1.[/acp]. The rule of seven is a old concept but still needs to be paid attention to especially within a companies landing page.
Strong Header Image
A strong header image on a companies landing page has the ability to tell a amazing story very quickly to the consumer from the company. When you look at this image below you see a beautiful woman but what she is doing tells a story. Then when you connect the image to the text itself you are called to click on the main call to action. A strong header image will connect the lead text to the call to action. John Paul Mains of MarketingLand.com states that a header of the landing page has to capture a visitors interest within 3 seconds of visiting the website or the rest of the page doesn’t matter[acp footnote] Mains, John Paul. (September 4th 2013). How to Design A Landing Page That Converts. In Marketingland.com. Retrieved November 24, 2013, from http://goo.gl/4F7xGa.[/acp].
With headers we have to pay attention to what marketers have been taught for years a image is worth a thousand words. If we have a clean image that tells a story a viewer is able to process the information faster then they would in reading large text boxes.
Strong Call To Action
Every landing page online today was created for the same reason, to convert the visitor to customer. Not all websites deem visitors as a customer but in the marketing world a visitor is always seen as a potential customer. The majority of conversions are made by having a strong call to action within the header section of the page. If you view the header by FluidSurveys you see a strong header image leading directly to the strong call to action. This leads the viewers eyes directly to the call to action. With the merging of the image examples and quick text explaining the product leads everything on the page to the call to action. In photography leading lines are used to pull the viewers eyes to specific points in the image[acp footnote] Anderson, Elizabeth. (AUGUST 16, 2010). Leading Lines in Photography. In Photoble.com. Retrieved November 24, 2013, from http://goo.gl/aZswa7.[/acp]. Leading lines are used the same way within good advertising designs. The leading lines always have to draw the attention of the viewer to a key location.
That key location should always be the main call to action within the landing page but drawing attention to the call to action is not always the website victory. The call to action has to be quick and painless for the viewer. If they have to think too long regarding the information they are going to leave without acting on the call. Keeping it simple, a single click or very few actions to type in, will provide greater results within the landing page.
Second Call to Action
This second call to action used on a landing page is the best way to draw the attention of the viewer to your social media channels. These calls call to actions can be placed in different places within the website but typically should be smaller then the main call to action and located within the lower half of the website. Having social engagement within a landing page allows marketers to track how often specific landing pages are shared[acp footnote] Radia, Uday. (September 17 2013). Automatically Track Social Media Buzz Around Specific Landing Pages with Searchmetrics. In realwire.com. Retrieved November 24, 2013, from http://goo.gl/cgFFk7.[/acp]. By tracking these options within the website you are able to understand how relevant a landing page is to the viewers seeing it.
With the second call to action you are also able to capture what I call falling fruit. Often if a main call to action fails to capture the viewer there is a possibility that the second call to action captures the attention of anyone continuing to view the website. These falling fruit conversions often prove meaningful for future social media campaigns.
If a landing page provides a strong use of these actions in creative and unique concepts it will lead to better results within the landing page. Many landing pages add these four aspects but forget the creative side of the landing pages. If landing page doesn’t provide compelling creativity and the elements to pull in the viewer the site will be lost in time without the benefit of a Tardis to save the landing page.