Three Concepts to Create Effective Landing Pages

A landing page is an intriguing thing. I believe we should have more expectations of our pages for landing than any other group of websites. I assess the performance of websites by two primary metrics namely bounce rate along with conversion ratio. In the end I’m looking for landing pages that do two things: first, to convince visitors that this site is “good” in addition to putting the user in a frame of mind in which they are willing to convert, and thirdly, to lead visitors on a path which leads to conversion.

To create successful I’ve discovered three concepts that are useful as tests to determine if landing pages work or not. These three ideas are Affinity Credibility, Affinity, and Focus.

Affinity is the concept that a person will arrive on a webpage and experience the immediate feeling that “this is exactly the information I was searching for’. This reaction is subjective and dependent on the first impression (think of driving by an advertisement at a high speed, and then absorbing rather than actually taking in the content). A few elements of landing pages that influence affinity are the use of color, layout images, layout, and the the prominence of certain significant terms (think headlines). Also, remember that these elements should be displayed above the fold, because the viewer might not take long enough to go to the other content.

Think about the experience of an older person navigating the website designed for teenagers skateboarders. Their initial reaction might be opposite of the connection we’re trying to develop.

Credibility helps a person convert. It’s not about convincing the person to make the switch, it’s about placing them in the frame of mind in which they’d be able to convert if provided with a valid reason. Credibility-building elements include professionally designed graphics, the use of testimonials from clients or logos as well as industry recognitions and the logos of membership organizations. Naturally, the opposite or absence of these elements could reduce credibility.

Focus is about delivering ease of use and allowing users to quickly access important information. Use of headlines, sub-heads pictures, colors, and images are all important to make the page more focused. Other aspects like the size of text and its width, as well as the quantity of links are crucial in guiding visitors to the most significant information and the next step within the webpage. Instead of overwhelming your visitors with a myriad of choices, find out what they are most likely to be interested in and make the clicks more noticeable.