Click through rate (CTR) is determined by a perfect landing page, your ad text and your offering; the post relates the anatomy of a perfect landing page.
The most important elements of a website, a part from the home page, are the “landing pages”. Landing pages, also known as “lead-capture pages”, might be considered the tools that make possible to convert visits into leads or visits into purchases.
The post anatomy of a perfect landing page will illustrate all the elements that make your landing pages perfect.
You can reach visits to your landing pages through different media, among them: DEM, newsletter, pay-per-click (PPC), social network interactions, etc… But the most important factor will be the conversion rate of the landing page.
Normally the CTR varies from 5 to 15% but a perfect landing page will make you expirience between the 30% to 45%, depending on the sbject dealt with the landing page. My own experience is referred to a concrete case study: http://www.flagsonline.it, our flags ecommerce. The tips that followed have been applied there.
The “landing pages” were the DEM to our customers. We have doubled the CTR reaching a CTR of 30 % with a conversion rate that has been varying from 3 to 6%, depending on the offers we have been proposing.
The first important element is the “Call to action“. You have to be clear in telling your visitors “what you want them to do” and “why they should do it”.
The call to action might be realized through a good healine and, possibly, its sub-headline or secondary head line.
Remember that landing pages should be mapped in the Google sitemap and the website should have internal links to the landing pages.
Any website page could be treated as a “landing page” but there’s a problem there. The landing page should focus itself on a direct call to action. If the landing page has the navigation bar of the website, the attention of our visitors will be dispersed among all the links the visitor will found in the landing page.
So another tip there. Never use the structure of your website to generate a landing page. The landing page should have very few internal links. The visitor will execute our action or he/she will exit the website, so remove all distractions, including navigation links.
Other important element of a landing page are:
- Text presentation. The call to action must be clear in the textual presentation. The lenght of the text should never exceed approximately the 500 words.
- Imagine / Video. Images and videos may be more significant than words to express your objective. Otherwise if images and videos might distract your visitors, simply don’t use them.
- Action button. A graphical button is mandatory to direct visitors to the action your require. You have to experiment with various button shapes: breaking the norm can garner attention. The button should be well contrasted and visible. Use a title and a short subtitle, they help the visitors to better understand what should they do. The use of shapes such as arrows might direct attention to your button but it might depend on the subject treated by the landing page. Try and experiment.
- Form. If you need a form to be filled in (for example in order to provide an ebook and get the email address of the visitor), consider to use just the essential fields, just the ones you need, people don’t like to spend too much time filling in forms.
- One Time Offer. This feature has a significant value in case of selling products and services. The one time offer introduces an emotional factor that pushes the user into taking action. Emotion plays a primary role there. A research presented at the IEEE Conference on Commerce and Enterprise Computing event, in Vienna on 23 July 2009, esplains how the 42,6% of the basket abandons depend on emotional factors. ( ref. http://www.amaze.com/news/news-items/online-shoppers-abandon-their-basket.aspx )
- Testimonials. Keeping on emotional factors, the presence of testimonials helps the visitor to trust the proposal of the landing page.
- The seals (trust indicators). Another emotional factor is determined by the presence of graphical seals that the customer know and trust in. Paypal, VISA and Verisign are samples of trusting logos for each visitor. The presence of these seals make the visitor confident with the website and increase the chances that the call to action will be realized.
- Above the fold. Grant visitors the possibility of visualizing your landing page without having to scroll the page, at least for the most significant element of the landing page itself.
Once you have realized the perfect landing page, you can verify the relevance of the page through the Google Adwords Quality Score. The quality score will determine the cost-per-click (cpc) and it’s inversely proportional to the score. The higher is the score, the less you’ll be paying the cpc; the higher is the score the best your landing page will be performing.
A/B Testing. Create more version of the same landing pages and check which version perform better. Measure the performances of your landing pages through analytics tools (You may use google analytics, Webtrends, Shinystat or Omniture) so that your landing pages will be always performing well.
See you on the next post.