Barbra Gago

changing business, not just communication

Quick Tips for Optimized Landing Pages

Create a clear and concise call to action. Keep it simple, don’t give people too many options. Remember there is a “funnel.”
Test different layouts, and calls to action. If your landing page is not performing, try adjusting the call to action, images, or layout.
Think about this conversion equation: C = 4m + 3v + 2(i – f) – 2a (via Marketing Experiments). I had no idea there would be algebra involved, but it makes perfect sense, and optimizing landing pages is indeed a science.
- c = probability of conversion
- m = motivation
- v = clarity of value proposition
- i = incentive to take action – create urgency
- f = friction (elements of process) – avoid too many form fields ( phone number is usually pushing it )
- a = anxiety about giving information
Keep the risk low. Know your audience, and address them accordingly.