Marketing if done right can fetch five-figure income every month. However, there seems to be constant problem with landing page designs for two reasons 1) Google changes its policy frequently and 2) market is dynamic.
Within this post, we’ll look into a standard landing page design keeping Google’s rule and the dynamic nature of marketing.
The set up:
Standardized landing page set up consists of a short header, single sidebar (mostly without sidebar), small to medium font and footer with navigation.
Short Header: The idea is to squeeze maximum amount of information above the fold. Keeping the header short allows placing of more information within content section.
Single Sidebar: Generally, sidebars are unnecessary considering landing pages. Sidebars allow readers to navigate onto other pages thereby providing a leak (more on ‘leak’ later). However, if you are accustomed using sidebar then it isn’t a big issue.
Font Size: Smaller fonts condense more information above the fold. Nevertheless, readers can get annoyed reading tiny fonts requiring magnification. Depending upon your market choose the font size.
Tip: Go small font if you have younger reader base and choose medium if your reader base is middle age,
Footer: Maybe you never thought about footer except for placing ads. Though footers are excellent place for adverts, they are best for navigation too. They help staying abreast with Google’s rules while keeping the leak in check.
What is a leak?
Suppose a visitor has landed on a page. The page promotes a certain product and contains content, which pre-sells the product. The copy contains external links for references. The reader out of curiosity clicks on external links and is diverted from purchasing thereby losing a potential buyer. The external link (present anywhere) is called a leak. Recently Google frowned upon such pages as it choked readers with no choice. To satisfy Google and still plug the leak, external links and navigations are placed within footer. The chances of readers checking out footer are low and therefore you have lowest possible leak.
Okay, we now have the set up but this alone isn’t going to help convert. This brings us to Design and Call to Action.
Above the fold:
Placing call to action above the fold is common sense. Readers want the easiest way. If you are going to place call to action at the bottom of your 1500 word copy then you had better say goodbye to conversion. The moment page is loaded; call to action should be visible without scrolling down. Call to action can be in the form of link, buttons, or banner ads. In the case of long copy, place the call to action above the fold and each for every fold.
Which is best for call to action?
Above, I stated that call to action can be in the form of banner, link or button. Which is the best of the three? To find the answer econsultancy.com did a research. It created a landing page and tracked CTR (Click Through Rate) for each. Below are the results:
Banner: 17% CTR
Links 37% CTR
Buttons: 43% CTR
As you can see that buttons attained the highest CTR. However, you can do your own A/B testing and find which converts better.