A high level overview of what makes an effective landing page. Structure, copy and CTA are all covered. But assume nothing, test everything.

1. LANDING PAGE BEST PRACTICES

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WHY IT’S IMPORTANT?
In addition to depressing response the
following will also diminish goodwill:
• Hiding info I want
• Punishing me for not doing things your way
• Asking me for info you don’t really need
• Shucking and jiving me
• Putting sizzle in my way
• Looking amateurish
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WHY IT’S IMPORTANT?
In addition to improving response the
following will also improve goodwill:
• Know what people want to do and make it obvious and easy
to do it
- Tell me what I want to know
- Save me steps whenever you can
- Know the questions I’m likely to have, and answer them
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OH, AND IT WILL SELL MORE
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ONE PURPOSE
Persuade visitors to take a particular action
or have a particular POV
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WHAT MAKES A LP EFFECTIVE?
The best landing pages answer three
questions, in less than < 5 seconds:
• Am I in the right place?
• Why should I stay?
• What do I need to do?
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DON’T MAKE ME THINK
Communicate instantly that they are at the
correct destination
Use space efficiently
Be clear and to the point
The exception — make it hard to leave —
Minimize / de-emphasize exit points
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AM I IN THE RIGHT PLACE?
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Goes to this

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AM I IN THE RIGHT PLACE?
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Not this

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PICTURES TELL, BUT COPY SELLS
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USE SPACE EFFICIENTLY
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Eye-tracking research by Eyetools, Inc. and
the Poynter Institute defines the relative
zones of onscreen attention. (Dark = most)

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USE SPACE EFFICIENTLY
The number of columns in your landing page
will effect conversion rates
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CLEAR AND TO THE POINT
The headline — the most valuable asset on
your page
• Benefits not features
• At the top
• Clear, sharp and easily scanned
• Instantly communicates the purpose of the page
• Grabs their attention, and
• Encourages viewers to stay
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CLEAR AND TO THE POINT
Keep text uncluttered — makes the page
easy to scan
• Lots of heads, sub-heads and bullets
• Space, preferably white space, around text
• Stick to simple, easy to read fonts
- Avoid light grey/purple/brown/red (anything but black
and blue) fonts
- Avoid white type on black backgrounds
• Use a larger font — especially if the target is over 40
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CLEAR AND TO THE POINT
Tell visitors, in the first sentence, what they
want to know
• Content takes the reader to the next stage
• Reasons to believe that support the benefit in the headline
• All major points above the fold
• Don't say too much or bounce around
• Make link destinations clear in the first few words
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LONG COPY VS. SHORT COPY
Short Copy
• Easy, quick decisions
• Low cost purchases
• Low risk actions
Long Copy
• Considered, more complex decisions
• High cost, high value purchases
• Significant commitments
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IT’S THE OFFER STUPID
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CLEAR AND TO THE POINT
Primary CTA toward the top of the page on
the right side
Tell them what to do, with urgency—“Sign
up Now" "Call Right Now" “Get it Now!”—
Never use “Submit”
Multiple CTAs throughout the landing page
— above and below the fold
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BUTTONS ARE YOUR FRIENDS
Buttons guide consumers to a desired action
on a landing page
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Not This This
Dodge’s LP confuses consumers with multiple
CTAs and too many visual cues
Live Nation has just as many CTAs as Dodge, but
consumers know what to do, and how to do it
From Marketing Sherpa’s Landing Page Guide

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FINAL THOUGHT
This is admittedly full of sweeping
generalizations—assume nothing, test
everything, small changes can have a big
impact on conversion
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SAMPLE SITE*
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Just the images required to
support the campaign
No animation
Multiple CTAs—what should they do
Clear headlineWhat is the
offer
Text is short and
to the point
* Not my work

22. PageProject Name
SAMPLE SITES*
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Just the images required to
support the campaign
Multiple CTAs—what should they do
Clear headline
What is the offer
Text is short and
to the point
* Not my work

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CONCLUSION
Focus on the primary objective — everyone
will benefit
Assess every element on its ability to impact
the primary objective
Don’t make them think — you have 5
seconds
It’s the offer stupid
Test everything
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