Anyone who’s been around the Internet for more than 5 minutes has stumbled across some pretty nasty landing pages. Do any of these look like stuff you’ve done?
- 5,000+ characters of sales copy with little to no whitespace
- No call to action immediately visible without scrolling
- Or Worse – No conversion form immediately visible
If you cringed at those points and nodded, then that’s good! Admittance is the first step to recovery.
3 Things You Should Be Doing To Convert
Whitespace Is Your Friend
Whitespace: the portions of a page intentionally left unmarked by text or graphics.
Too many people try and either cram too much into a small area to fit it all on the screen, or get all of their sales copy out on a single page. Too much in a small area can lower your conversions, and excessive scrolling to read it all on a single page can as well.
You have a narrow window between the time the visitor arrives on your page and the time they decide whether or not your page is worth being on. So don’t use that opportunity to annoy them.
I discussed using whitespace, text, and images effectively to increase ROI in my previous article on Using Web Typography to Increase Conversion Rates and SEO.
Clear Call to Action
From the time the visitor arrives on your page, their eyes should immediately shift to a heading for your call to action. It needs to be short, but informative. They should know immediately what to do on your page.
Use whitespace to help draw the eye to the call to action. Also, you can center the call to action near related bullet points to further expand on why someone should be taking action.
Put Your Conversion Form in Eye-View at All Times
If your conversion form, button, or whatever it is that someone does to convert on your page isn’t in eye-view at all times, you risk losing money.
Yes, that means that if you like having one-page sites with a lot of content, you need to get creative about how someone gets their information.
Your entire page should be directing someone to your call to action and convert them. You should be laying out your content in a way that makes them want to stop reading and convert. They should be able to easily get the answers to their questions and take action.
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