FFR019 - Two Things That May Make Or Break Your Landing Page
It’s no secret that the area above the fold on a landing page is the most important real estate on the page... but still it’s amazing how many companies get this wrong. In the modern age there are a million distractions that can get...
It’s no secret that the area above the fold on a landing page is the most important real estate on the page... but still it’s amazing how many companies get this wrong.
In the modern age there are a million distractions that can get in the way of preventing conversions, so it’s absolutely crucial you avoid things that are certain to impede conversions and confuse or bore your prospects.
You have to look at it from the point of view that you only have a few seconds to get a visitors interest otherwise you’ll lose them.
The visitor should be able to instantly see what the objective of the page is without any confusion, or other distracting elements on the page that are competing for their attention.
Here’s an interesting case study that provides an example of how the section above the fold should be set up for a landing page that experienced a 232% lift in conversions... and interestingly enough it’s pretty straightforward... and certainly not rocket-science.
In summary these are things I’ve been talking about a lot recently in the podcast.
Contrast is super important when you have a call to action buttons... you want the button to easily stand out and look like a button that can be clicked.
It also shows that if you are using images as a background, it’s important to make the area behind the button a different shade, or even get rid the image completely.
When you think about it images as a background are unnecessary really... and are only there for cosmetic purposes to make the page look more “pretty”. They do nothing to contribute to conversions.
The lesson here is often a plain looking landing page will convert better than one with sexy designs. And the question is what is more important... a nice looking page or a high converting page. It all comes down to the primary purpose of a landing page.
The other point about a stronger value proposition is a good one. The value proposition should clearly communicate why the visitor should care to begin with... and secondly how you can help with them to either solve a problem they are experiencing... or to fulfil a desire they have.