Today I stumbled over a great post by Tim Ash, author of Landing Page Optimization, on landing page design. (I remember the days before the Internet; we have so much more serendipity now. It’s a good thing.) You can read the whole post on Target Marketing, but I’ll hit the highlights here for you:
Best Practices for Sign-up and Landing Pages
- Clear page headline—Each page on a website must have a clear purpose, and the purpose must be spelled out in a headline that spans the top of the page.
- Well-defined “action block”—There should be a single place for the visitor to interact with your page, and that place should be visually called out with a subtle background color.
- Subheadline in your action block—The purpose of the action block must be clearly stated. What are you asking the visitor to do in the action block? What specifically is going to happen within it?
- Clear call to action—Within your action block, you must have a single, clear call to action. The call to action must describe what happens next and what the visitor can expect when he is done interacting with the action block.
- Well-designed forms—The form information should be grouped into clear, high-level sections to help the visitor understand the information flow. For every field ask yourself, “Is this information absolutely necessary to complete the current transaction?” If you cannot answer “yes,” the field should not be on the form.
- Page purpose tied to user intent—Your visitor could have come from another page on your site, a search engine result, a link in a blog post or a banner ad. Make sure your landing page fulfills whatever expectation was set.
- Proper use of credibility and trust symbols—Before a visitor will transact with you, he must know that you are trustworthy and credible. Useful techniques include testimonials and other “social proof,” client or partner company logos, media mentions, and trust seals.
You probably know this already, but Act-On has tools and templates that help you create landing pages and forms; you don’t need to know HTML, and you won’t need help from your IT department. Want to see how? Schedule a one-to-one demo with one of our friendly sales reps today to see how easy it can be.