{"id":3275,"date":"2016-07-27T12:00:19","date_gmt":"2016-07-27T11:00:19","guid":{"rendered":"https:\/\/www.da-manager.com\/?p=3275"},"modified":"2024-01-26T14:21:38","modified_gmt":"2024-01-26T13:21:38","slug":"anatomy-of-the-perfect-landing-page","status":"publish","type":"post","link":"https:\/\/da-manager.com\/blog\/anatomy-of-the-perfect-landing-page\/","title":{"rendered":"Anatomy of the Perfect Landing Page"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/da-manager.com\/blog\/anatomy-of-the-perfect-landing-page\/#1_Respect_the_fold\" >1. Respect the fold.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/da-manager.com\/blog\/anatomy-of-the-perfect-landing-page\/#2_Simple_is_the_new_smart\" >2. Simple is the new smart.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/da-manager.com\/blog\/anatomy-of-the-perfect-landing-page\/#3_Make_them_an_offer_they_cant_refuse\" >3. Make them an offer they can\u2019t refuse.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/da-manager.com\/blog\/anatomy-of-the-perfect-landing-page\/#4_Evoke_the_emotions\" >4. Evoke the emotions.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/da-manager.com\/blog\/anatomy-of-the-perfect-landing-page\/#5_Trust_is_built_with_consistency\" >5. Trust is built with consistency.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/da-manager.com\/blog\/anatomy-of-the-perfect-landing-page\/#Credit_Bowen_Media\" >Credit: Bowen Media.<\/a><\/li><\/ul><\/nav><\/div>\n<header class=\"entry-header\">\n<div class=\"entry-meta\">Attract. Persuade. Convert. It\u2019s the main objective of every landing page. Hanging in the balance is conversion rate \u2013 the percentage of users who take a desired action. Down the line is the CMO expecting the needle to move in the right direction. Then there is the marketer \u2013 the one responsible for creating a landing page designed to convert. If conversion rates are on your mind, then <strong>it\u2019s time to explore the anatomy of the perfect landing page.<\/strong><\/div>\n<\/header>\n<div class=\"entry-content\">\n<h2><span class=\"ez-toc-section\" id=\"1_Respect_the_fold\"><\/span>1. Respect the fold.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>First, a quick lesson. <strong>\u201c<a href=\"https:\/\/en.wikipedia.org\/wiki\/Above_the_fold\" target=\"_blank\" rel=\"noopener\">Above the fold<\/a>\u201d<\/strong> is the portion of a web page that is visible in a browser window when the page first loads. The portion of the page that requires scrolling in order to see content is called \u201cbelow the fold.\u201d So, what does the fold have to do with conversion rate?<\/p>\n<p>The idea is simple \u2013 <strong>visitors should never have to scroll<\/strong> <strong>to locate key information<\/strong> on a landing page. Every second a visitor spends searching for important information is another crucial second closer to them bouncing from your website to track down a competitor.<\/p>\n<p>It\u2019s vital to place <strong>the two most influential elements of a landing page \u2013 the core benefits and testimonials<\/strong> \u2013 above the scroll line.<\/p>\n<p>Some people think placing information above the fold is expecting too much of someone who just arrived at a website. When time is of the essence, a quick and easy way to earn their trust is to <strong>create a mini experience\u00a0<\/strong>above the fold.<\/p>\n<ul>\n<li>Start with a <strong>powerful and descriptive headline.<\/strong><\/li>\n<li>Highlight a <strong>complimentary supporting\u00a0<\/strong><b>sub-header<\/b>\u00a0\u2013 the extra information that would otherwise cramp the main headline.<\/li>\n<li>Introduce a <strong>brief statement of the core benefits.<\/strong><\/li>\n<li><strong>Create a sense of urgency.<\/strong> Communicate a limited time offer to entice a click.<\/li>\n<li><strong>Close with a call-to-action.<\/strong> Reinforce the deal with a message closely tied to the headline.<\/li>\n<\/ul>\n<p>It\u2019s important to promote the same mini experience across all devices and screen sizes. Show your respect for the fold with a responsive design and test the experience from desktops and laptops to smartphones and tablets.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Simple_is_the_new_smart\"><\/span>2. Simple is the new smart.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In an online world dominated by notoriously short attention spans, <strong>less <em>really is<\/em> more<\/strong>. For landing page optimization \u2013 minimalist design should always be top of mind.<\/p>\n<p><strong>Minimalism is design in its most basic form<\/strong>, stripped of all superfluous elements to bring the most important content to the forefront and minimise distractions for the user.<\/p>\n<p><strong>Every design element is another potential distraction from the main focus of your landing page \u2013 the call to action.<\/strong> A beautiful minimal design with less clutter and fewer options leaves visitors with no choice but to click a button, fill a form or complete a purchase.<\/p>\n<p>Minimalism is a focus on purpose and functionality over design \u2013 and simple is the new smart. High-converting landing pages require nothing more than plenty of whitespace, 2 to 3 complimentary colours, and a bold and brightly coloured CTA button.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Make_them_an_offer_they_cant_refuse\"><\/span>3. Make them an offer they can\u2019t refuse.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Do you know why telemarketers and salespeople mention price at the end of the pitch? It\u2019s because with all the benefits on the table, people will buy at any price. The common technique may close the deal half the time in the sales industry \u2013 but never on the Internet.<\/p>\n<p>Online shoppers want all the cards on the table \u2013 all at the same time \u2013 for a complete picture of the purchase. Respecting the fold comes into play once again.<\/p>\n<p>It\u2019s smart to <strong>display the price boldly in the top half part of the web page.<\/strong> For an even more effective landing page, <strong>display both the original and sales price on the same page.<\/strong> There\u2019s nothing like a discount to make people hurry up and make a purchase.<\/p>\n<h2><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"4_Evoke_the_emotions\"><\/span>4. Evoke the emotions.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s basic human psychology \u2013 <strong>people associate smiles with positivity and honesty.<\/strong> Smiling faces on landing pages increase trust, boost confidence and increase the desire to reach the same happy state.<\/p>\n<p>Studies show <strong>smiling faces boost conversion rates higher than any other type of photo<\/strong> \u2013 from generic stock photos to photos of company vehicles.<\/p>\n<p>Create the right emotion \u2013 a mix between <strong>happy and confident but not ecstatic<\/strong> \u2013 and consumers will warm up to your brand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Trust_is_built_with_consistency\"><\/span>5. Trust is built with consistency.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Consistency is the most important part of building a brand. Your landing page should reflect your brand with a consistent design to avoid confusion.<\/p>\n<p><strong>People want\u00a0recognisable\u00a0elements from a\u00a0re-marketing\u00a0ad to a landing page<\/strong>. Consistency builds confidence and makes customers feel safe. It reinforces the customer reached the right place \u2013 their expected destination.<\/p>\n<p><strong>Use the same typeface,\u00a0colours\u00a0and navigation<\/strong>\u00a0throughout your landing pages. Consistency in messaging is just as important. Always make it easy for visitors to know who you are, what you do, and why they should do business with you. It\u2019s the crucial first step to earning invaluable trust.<\/p>\n<p>Need help building the perfect landing page to boost conversions? Da-Manager is a creative digital agency born with the desire to help you get the most from your online presence. Contact us today.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Credit_Bowen_Media\"><\/span>Credit: Bowen Media.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Attract. Persuade. Convert. It\u2019s the main objective of every landing page. Hanging in the balance&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3277,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_mbp_gutenberg_autopost":false,"footnotes":""},"categories":[147],"tags":[134,135,136,137,138,139,140,141,142,143,144,145,146],"class_list":["post-3275","post","type-post","status-publish","format-standard","has-post-thumbnail","category-general","tag-business-card-print","tag-buy-print-online","tag-online-marketing-west-midlands","tag-print-online","tag-seo-birmingham","tag-seo-telford","tag-seo-walsall","tag-seo-wolverhampton","tag-web-design-birmingham","tag-web-design-telford","tag-web-design-walsall","tag-web-design-wolverhampton","tag-website-design-cannock"],"modified_by":"Wise","_links":{"self":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/posts\/3275","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/comments?post=3275"}],"version-history":[{"count":0,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/posts\/3275\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/media\/3277"}],"wp:attachment":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/media?parent=3275"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/categories?post=3275"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/tags?post=3275"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}