Landing Page Optimization: It's About Psychology, Not Technology
“Advertising is the art of getting people to buy things they don’t need with money they don’t have.” This statement predates the Internet by decades, yet still rings true today. While it might be a bit cynical, let’s not forget that in the digital world people rarely stumble across a website without actively searching for something. If you have what people are looking for, it’s your job to help them find it.
The problem is most websites and landing pages are so ill-conceived and poorly constructed that they’re little more than monuments to their owners.
Let’s make something transparently clear: people do not read on the Internet, they scan. They see headlines, images, and bullet points. Depending on the personality type of your visitor, you have between two and eight seconds to convince them to stay on your website. Searchers click in, take a quick peek, and click out. Those are the conditions in which business is conducted on the Internet.
And when it comes to the landing pages you’re using to drive conversions for your online campaigns, you have to be even more strategic with how the page is laid out and reads to a visitor. So let’s take a look at the elements that make for good landing page optimization.
Write Good Headlines
Since we all have a tendency to scan before we read, one of the few things that are guaranteed to be seen and actually read is the headline. A successful landing page is a combination of many elements, but if your headline fails, your entire landing page will fail. You need to spend more time on your headline than on any other element of your landing page.
“You HAVE to crap out 25 headlines for every piece of content” -David Ogilvy
Your headline should be either clever, shocking or interesting. It should be focused, relevant and address your target audience’s pain. The truth is any headline you come up with is some variation of one that has been used successfully multiple times over. Think of it as a formula:
• The Secret: The 5 Secrets of [Retail Success]
• Be Done: Be Done with [Procrastination] Once and For All
• Need to Know: What You Need to Know About [Training Your Cat]
• Play on Words: Urine Good Hands with PowerPlus! (about a generator that runs on urine)
• You Can Have It All: Now You Can Have [Financial Freedom…And Keep Your Job]
• The Hush-Hush: 5 Little Known Ways to Dominate [Your Office Cubicle]
You get the idea; there are scores of formula-driven examples out there. If you’re having trouble coming up with something completely original, take a look as some of the headlines that got your attention, and play around with substituting your offer.