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May
27
Landing Page Science
Filed Under Business
If you want readers of a web page to take a desired action, how can you gear your page to achieve that goal? Here is an excellect tutorial on the science of landing pages.
The key take-away points are:
- Focus on one objective for each page. Drive everything on the page to that one objective.
- Sales pages should use a vertical flow through the center of the page. For commercial offer pages, vertical single-column body copy through the center of the page consistently performs better than other layouts and should always be tested.
- Eliminate elements that may distract eye path from flow toward the objective.
- Use visual elements (size, motion, color, position, and shape) to draw attention toward the call to action.
- Avoid using off-page links. Use passive pop-ups or launch new browser windows when needed to provide details or supplemental decision information. Once visitors have left the page, their forward momentum is interrupted and must be re-established even if they do return.
Internet Marketing Experiments know what they are talking about. I was using them years ago to help get an edge on my competition.