This document summarizes the design of a landing page to increase daily sales of GoPro Hero 4 cameras. The landing page follows principles like attention-driven design, consistency, and the primary and recency effect. It keeps the attention ratio close to 1:1 with pictures accompanying text. Buttons to buy the GoPro are displayed throughout. The most important information is at the top with pictures of the GoPro and its features, followed by reviews and purchase buttons. The same branding is used as the display ad to direct visitors. The page flow leads visitors from left to right and top to bottom for easy information absorption. Every element aligns with the goal of increasing GoPro sales. Good reviews build credibility and trust in the seller.

1. Kent’s Camera Castle
By Alvinna Phang, 1700021G

2. Task: Create a landing page that is able to increase the average daily
sales to 5 GoPro Hero 4's a day
This is a display ad created
to send paid traffic to the
landing page

3. 1. Attention
The Attention Ratio is kept as
close to 1:1 as possible.
- Each point is accompanied
by a picture to illustrate and
allow visitors to easily
understand the message we
are trying to send across
→ visitors will not get
distracted by any unnecessary
information which may
distract them

4. Attention-Driven Design
- DOMINANCE Factor
Successfully highlighted any
titles, headers and also display a
variance in sizes of words to
attract the visitors’ attention to
each section of the landing page

5. Consistency
- Display “BUY YOUR GOPRO”
buttons at every section to
prompt visitors to buy the
GOPRO
- All buttons are the same
- Know what to look for
when they want to buy

6. Primary & Recency Effect Leading the most vital points about GoPro Hero4 to the least
important information at the bottom of the page
This is effective as information that is deemed most likely to
sway a customer into the direction of converting a customer
is listed at the top of the landing page.#1
first thing the visitors
see is a big picture of
the GoPro Hero4 to
attract their attention
towards what Kent’s
Camera Castle is
selling
#2
Followed by the
features and
sample pictures to
further entice
them into buying
#3
put reviews of the
camera to reinforce
their purchase decision

7. 2. Context
- used the same header, picture
and colour scheme (blue, black
and white) in our landing page as
in the display advertisement
- Immediately directs to the
landing page where viewer will
get to buy the GoPro Hero4.
- It matches the objective of the
display advertisement.

8. 3. Clarity
Flow of Attention is
Uniform & Clean.
information can be
absorbed from left to
right, thereafter,
proceeding downwards
easy for visitors to
remember
information and at
the same time pay
attention to the
landing page

9. 4. Congruence
Every element on the landing page is aligned with the campaign goal. The button
“buy your GoPro Hero 4 now” at the end of every segment reminds the visitors
about their end decision and goal during their visit to the landing page.
Meets marketing objective of increasing GoPro sales.

10. 5. Credibility
Good reviews from these
parties reflect well on the
product, and will lead them
to buy the GOPRO after
reading the reviews
make the Kent’s Camera
Castled trustable in the eyes
of the landing page visitor

11. 6. Closing
placed right at the end of the page as visitors who are
unsure will usually scroll through the whole page to try
and make up their mind about purchasing the product
- Remove anxiety/fear/doubts
- Positive click triggers

12. 7. Continuance
highlighted that they can purchase more products to accompany their
GoPro purchase, and so will be led to a new page where they will have a
range of accessories to choose from to enhance their GoPro experience,
including additional lanyards and tripod stands