Basic principles of landing page optimization

Sticking to the basics allows you to turn a bad landing page into a landing page that people can't point to. Apply them forcefully as you start, and then refine your page by delving into the content of the discussion later.

1. Send a person to a related and directed page
Your home page is a mix of goal-oriented communication-usually for good reasons. Knowing this, it is necessary to prevent the desire to send people there, because the home page is better directed at the curious browsing type, rather than the people from the click of a banner and AdWords link to enter. Think of a goal, a message, an action. Therefore, you need a page--usually a new--landing page.

2. Provide a consistent experience
From advertising to landing pages, to the destination site, design, information, and tone, should be consistent with what your users expect when clicking on a link/banner ad. Your upstream ads are the source of the river analogy, from the beginning of the journey to the end, you drink the same flow.

3. "Don T bore Us ... Get to the Chorus "(Roxette)
The name of the trick comes from the Swedish pop group Roxette's Greatest hits album. As one of the rock masters, they knew how to highlight the most important element of each song-the chorus.
No one likes nagging people, we can endure, mostly because of our friends chewing the ears.
In the face of the network of potential customers is that you have to go straight to the subject, not vague and chaotic.
Smart you will find that, in my opinion, before I put a metaphor, I fundamentally refute my own argument. But after deep research, it shows that at some point you have to provide some editorial or instructional introduction to your subject.
In this case, just like Roxette, as long as the determination of these vivid content, should be eye-catching to introduce attention.

4. Focus the visitor's attention on a clear headline
Imagine walking in a busy downtown street. You looked at the newspaper vending machine and saw a big black headline. If it caught your attention, you might stop and lean over for a while. If it's really good, you might get 1 dollars out of your pocket to buy it.
On the contrary, if it is only a large open version full of small print, without visual intent, you will not even stop.
So, let the headline clear, obvious, and on the page important position.

5. User and traffic breakdown
If you have multiple users, create a landing page for each user subdivision and drive traffic through a variety of separate sources. This allows you to measure the most effective market segments. If your landing page has a logical or geographically oriented extension, you may be able to create a single page that changes content based on the visitor. If so, make sure your tracking can handle these complexities.

6. Remove Clutter
Remember that ad campaign, there was only one claim to "Don't order Me" button? No one can hold that. Not only is it exciting, but it doesn't have any disturbing information. When you create a landing page, always step back and look at it from a distance to see how many things are competing for your attention.
Refine your landing page until the answer is 1.
Observation – Delete – repeat.

7. Remove Navigation
Similarly, do not give people a complete Web site experience. You usually pay to guide them here, so keep them focused and on track. If they really want to know your favorite colors, or find you in Google Maps, they can go to your site at any time. Each navigation option you provide will dilute their attention.

8. Reduce reading to the minimum
Make sure the visitors will read your most important copy as soon as they get the chance. If the copywriting is submerged in 5 paragraphs, it will be missed.
An exception to this rule is a page designed to provide highly detailed details (such as the book details page on Amazon), but usually this is best served as the "Product Details" page of the depth link on the target site, not the landing page.

9. Within a screen
Although this argument annoys me and does not apply to certain types of web pages, it is still true for landing pages.
Your basic information and actions trigger the CTA to be within a screen (the bottom of the screen with the usual browser resolution in your target market).
Does it really matter anymore?
Despite the very successful long pages, such as the Product Details page on the Amazon.com, you need to make sure that the CTA appears in a screen (and repeats regularly as the page goes down). This allows people to read comfortably and know what to do when they have a desire to buy. Some examples of long pages are:

amazon– Some of the most important information (user comments) page, scroll down to 2-5 screen, people have reached an understanding that not all the gold is buried on the surface. myspace– when millions of young people begin to use MySpace to build their own web pages, they learn to value this long page form. Wheel Mouse – This improved interaction mechanism provides a great help. PC Mouse Scroll wheel, basically eliminates the need to use scroll bars. Thanks to Apple for their attention to this interactive design of the good jiapin, but also applied to their mouse.

Repeat your CTA in a long page
If you need to make a long landing page (perhaps a part of a standard long page opportunity capture site), try to repeat your core information and/or CTA at the right intervals, from top to bottom. This helps to strengthen your purpose. Also notice how different people react to different content, so they may have been 2/3 before they believed you. If there is a button right there, you will find that they will be more willing to translate when they are matched with the emotional contact time of your information.

10. Consistent
Consistently refers to ensuring that each element on your landing page conforms to or supports the concept of your core value proposition. Take a closer look at your design and copywriting, and if you can't directly support your purpose, discard it or redesign/redesign it.

11. Experimenting with various media
In the broadband world, video is so pervasive that it is no longer an obstacle (a few years ago, and now in a handful of markets, the time lag required to load video is a hindrance). Visitors may spend more time on your site, participating in passive activities, such as watching videos, because it's easier than reading. These extra times may be different, some people "listen" to your message, some people do not. In any case, quality is the key, say important things, and say good. If you can't afford a high level of production, aim for screenshots-a screen demo of your product or concept.
These videos are deliberately and realistically made to be low fidelity, and this quality increases the realism and authority of your and your methods-the information lies in what you say and what you show, not in the level of video production.

12. Sharing on the landing page of the virus spread
If your goal is to create a discussion about a landing page, such as a flash game or a humorous joke, make sure it's easy to share in a common social network.
The most obvious choice for social media attention is Twitter and Facebook. They can help you spread information quickly and exponentially, if you're doing something worth tweeting or liking.
The key to success lies in the fact that this is not 100% altruistic behavior. Use Twitter or Facebook to share, by displaying content that represents your personality and beliefs, adding content to your personal timeline and extending your network role.
It's like a nostalgic mentality around CDs, albums, or book collections, to get pleasure from the reactions of others to your taste.

13. Provide additional value on your confirmation page or thank you page
If you are requesting personal data from visitors on the landing page (such as the email address used to get the opportunity), go further and give them an extra bonus on the thank you page. This can be something useful, such as a link to the relevant content on your site, or an extra free report. It is good practice to distribute something for free (or for an e-mail address). It's a great way to surprise and reward them.

(the original post see unbounce "Landing Page optimization Tips")

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