Getting The Most from Your Landing Pages
Written by John Nummiceo Tuesday, 23 August 2011 06:27
True, landing pages can be pretty simple and easy to make, but you cannot get away with not having a clue about it. The nice thing about sites and landing pages is feedback can be immediate if you have good traffic volume, and then you can test faster. If you apply your self to the suggestions for improvement, you will see definite movement in the right direction.
As with all your site pages, your landing page should never be a heavy file. If you get carried away and it affects your speed, then that has to be addressed, immediately. A good standard to use is roughly several seconds, and really three seconds is definitely pushing it. You should try to bring down the loading speed of the page by removing any unnecessary elements and images. Everybody on the net is ultra impatient, and a slow loading landing page looks even worse because there is not much to them.
Usually landing pages aren't that long and happen to be short, which is why you can't have your copy listed out in large blocks of text. Assess whether benefit bullets can shorten your copy and make it have more impact. Your job is to make things clear with your copy and not confuse your prospects further. The effect of any text or copy that is written in the standard way is to discourage reading because unfortunately most online readers are too impatient. There's no use having a strong call to action when your visitors aren't going to go past your copy's first paragraph, right?
What you choose to put on your landing page is up to you, and you can test anything such as placing your guarantee or anything else from your sales page.
You need to make your prospects feel comfortable when they are taking the action that you want them to take. Landing page guarantees are usually restricted to copy about the giveaway you want to give them in exchange for opting in.
You can definitely do something about your landing page conversion rates, but keep in mind that it will take some time.