Evaluating Your Landing Page
One of the most difficult processes in promoting a product or service is developing a great landing page. Your overall goal is simple: You want as many interested visitors as possible to sign up for your newsletter, pay for your service, or buy your products. This metric is called your conversion rate. The truth of the matter is that a design packed with tons of information doesn’t always make for a high conversion rate. There’s a lot to consider when creating a great landing page, and sometimes less is more. Are you getting the results that you want from your landing pages? If not, the following tips can help you to refine your landing page to get measurably better results.
With Landing Pages: Less is More
More isn’t always better; landing pages aren’t there to cram every single bit of information that you can on one page. Hubspot uses simple landing pages that keep things short and sweet, while encouraging you to sign up for their services. In reality, you only have a few seconds to get the viewer’s attention and get them interested enough to continue reading. The age of the Internet has bred an audience whose attention span is getting shorter and shorter. Use the following tips to maintain viewer interest:
- Have a well-defined header — Give it space and make it stand out. Use a bold color to make it stand out even further. Use a subheading that supports your main headline and draws the reader’s eye further into the landing page.
- Avoid long spans of text — A viewer’s short attention span is your worst enemy. No one, even if they are interested in the topic, wants to read long paragraphs of text. That much text is daunting, and most viewers will skip through it without more careful examination.
- Spread sub-headlines throughout your page — People are notorious for skimming. We are lazy by nature, so it is a good idea to work in a few sub-headlines throughout your landing page. This will allow skimmers to easily find the part that they are interested in. For example, If someone is selling a cleaning product, and I want to know what surfaces it cleans, or how easy it is, I will be looking for a sub-headline that says something like “For use on these surfaces.” Someone considering services that you provide may be wondering why they should choose your services over your competitors, which would make for a great headline and a content section.