The visitor to your landing page comes from somewhere!
If I wanted to push the envelope a little further, I could tell you that your landing page is connected by a cord to ... but it's not my style to use strange images throughout my articles ... especially since I just said there shouldn't be a navel.Let's get back to it, then, as I was saying, your landing page is fed ( 😀 ) by a source, this source, it can be SEO, SEA, an email, a display campaign, other pages on your site ... These sources are going to bring you a variety of visitors, but above all, who have had a very different experience in the previous step. If you've probably got into the habit of tracking visitors to your landings according to their origin, it's also imperative to modify their content according to the information contained in the previous step.For example, a visitor coming from SEA will only have seen 3 lines of information on Google before arriving on your landing page, whereas someone coming from an emailing campaign will undoubtedly have received much more information (at least the subject of the email, a title, a main image, a first call to action, and perhaps even a little more text and reassurance). For these reasons, you should consider creating different landing pages (at least on some variables) depending on the source of visitors.Keep the focus!
Here, we can consider two points of view, that of the main subject, of the objective you have, but we'll save that point for later. When we talk about focus here, we're talking above all about keeping the surfer's attention captive, so that there's no risk of them wandering off. Here's an example. While visiting the site of New Holland, a famous manufacturer of agricultural machinery (like everyone else, I love agricultural machinery...), I was attacked by a pop-in (a pop-in is like a pop-up, but it stays on the same web page).
Unfortunately for New Holland, it took me a few seconds to realize that we were dealing with a pop-in and not with the content of the page that had slightly "messed up". The little stars are obviously not original but were added by me to underline all the distractions I was facing. However, this problem could have been solved very easily by darkening the content of the page in the background, like this for example:
It's easy to see what the word focus means! So, on the other hand, from where you are standing, you probably haven't seen what New Holland wants from us. Below the title "Welcome to New Holland Agriculture" is the most important text of this pop-in: "You have expressed interest in our products and would like to be kept informed of our news? If so, please provide us with your contact information." You had to squint intensely to get to read it. Here's what would have been more effective here (and I didn't even take the time to edit the button):
Want another example? Here is a very classic menu deletion ... of course, we will never do this without a good AB test to validate the result.
And without the menu:
Use smart forms
The first rule is to make the task less onerous for your visitor. If the task is likely to remain tedious, give it the impression that this is not the case:- Break down your forms into steps
- Show a progress bar to indicate where they are at
- Ask for contact information (email and phone mainly) at the beginning of the form to allow you to follow up if they have not completed the process
- Suggest pre-filling or input assistance techniques
- Ask only one question at a time in forms where a simple choice allows you to validate the page you are on
- Make your forms didactic, if you have to make choices, use illustrations, gauges, ... and not only text
Think motivation, and prove "aptitude
Gni? This idea of "aptitude" comes from the Behavior Model, a concept developed by BJ Fogg.
In this model, Dr. Fogg develops a theory according to which behavior is determined by motivation, aptitude and a trigger. Without motivation, you can't have a successful trigger, and neither can you have aptitude. In most of our landing pages, we put a lot of emphasis on the notion of motivation, but all too often we neglect aptitude, a concept that includes a scale ranging from "difficult to achieve" to "simple to achieve". So, for your trigger to be a success, you need to demonstrate simplicity, the fact that there's little effort required to get to the next step... and that takes a bit of brain power.Play on the urgency, the scarcity
Of all the great principles for improving conversion rates on our landing pages, this is without doubt the one I like least... because it's very, very, very, very marketing... playing on urgency and scarcity also means playing on the credulity of our audience, and sometimes bordering on lying... but what can I say, conversion rates are king! Here's an example with which you're probably very familiar (and for which I don't need to give a source, you know who we're talking about):
Work on your calls to action / value
It's a concept I've never put a name to, but one I've come across a few times in recent years: the notion of "call to value". Still too often, the call to action boils down to a poor "Validate" or "Go to the next step", and even if many of us are trying to make these practices evolve, by putting more meaning into our buttons, it's undoubtedly with the notion of call to value that we'll manage to do so.What does it consist of? Simply by putting our UVP (Unique Value Proposition) directly into our CTAs (or CTVs, if you like). Here's a reductive example (if you'd like to work on it, we can have some fun in the comments).Original :
Suggestion:
Combine several types of evidence
I talk about him at each of the emailing training I had a colleague (hello Florent) who loved (and probably hasn't changed since) to read a lot of dodgy studies coming from researchers lost at the other end of the world. I never had the courage to read those studies, but there is one that caught my attention, the one that deals with the different reasons why the human mind makes a decision. The researchers in question had isolated 4 of them:- Value: what is the value (often monetary) that I receive?
- Change: do I want to go elsewhere?
- The social+: do I need to belong to a community?
- The social : do I need to feel unique ?
Test
By the way, when conducting your tests, don't forget that, like your sources, your audience may not be homogeneous. It can sometimes be interesting (if you have the technical and financial capacity) to pick several winners in a test, but generalize it only to certain segments of your audience.What about the colors of the buttons?
(This article is the result of an emailing training course offered by Badsender 😉 )Discover all the services of our emailing agency
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