Landing Page Best Practices

Landing Page Best PracticesJames Hipkin415-505-0632LP Best Practices Why it’s important?• In addition to depressing response the following also diminishes 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 amateurishLP Best Practices Why it’s important?• In addition to improving response the following also improves goodwill:✓ Know what people want to do and make it obvious and easy✓ Tell me what I want to know✓ Save me steps whenever you can✓ Put effort into it✓ Know what questions I’m likely to have, and answer themLP Best Practices• ONE purpose — persuade visitors to take a particular action or have a particular POV✓ A Landing Page is not a web siteLP Best Practices• The best landing pages answer three questions, in less than 5 seconds:✓ What are you offering? ✓ Why would I care? ✓ What do I need to do?Don’t make it hard• Communicate instantly that they have arrived at the correct destination• Use landscape efficiently• Be clear and to the pointDon’t make it hard• The exception — make it hard to leave✓ Minimize / de-emphasize exit pointsAm I in the right place?Goes to thisAm I in the right place?Not thisUse landscape efficientlyEye-tracking research by Eyetools, Inc. and the Poynter Institute defines the relative zones of onscreen attention. (Dark = most)