TIP #1 – HAVE A GOOD HEADLINE: WHY SHOULD THE VISITOR BOTHER WITH THIS PAGE?
It must instantly attract their attention. We now live in an age where each of us sees (apart from those who live in a Desert or Jungle) around 5,000 ads every day, up from 500 in the 1970s. A good quality image that relates to the article is key…pictures tell a thousand words.
You must be ‘visitor-centric.’ As Gary Vee says – Jab, Jab, Jab, Hook. In other words – give, give, give, take.
To create a good headline, you must use 5-12 words. Too short and there’s no reason to click. Too long and you’ll get lost in the rush-hour.
TIP #2 – A/B TEST THINGS, BUT DON’T LET IT FOOL YOU
You see A/B testing is a tool, not a religion.
Too many marketers get emotional about the results. Remember, that A/B is one of the many tools you can use but don’t let it be the only one you base all future marketing efforts from.
The main problem is statistical significance. Putting it simply, when a statistic is significant, it simply means that you are very sure that the statistic is reliable. It doesn't mean the finding is important or that it has any decision-making utility. There are too many variables and some tools don’t properly shuffle.
My invention to you? A/A-B/B Testing. This might work for you. For more info on A/B testing google it.
TIP #3 – DON’T FORCE VISITORS TO MAKE A DECISION
For sure, give a good Call-To-Action (CTA), but do avoid forks in your design. It can cause ‘decision-fatigue’ and this results in most people bouncing. Not because they don’t like your product – it’s because of procrastination e.g. “Oh I’ll check it out some other day.”
You also need to avoid two column layouts. You need to make it easy and available. There’s a reason why the most successful Facebook adverts are those in the feed – not the right-hand column.
You need to make it easy and accessible. The moment the client needs to scan or hunt is the moment they leave.
Bonus Tip: Always have a Bonus Benefit. Put it right above your CTA. The bonus tip should be easy for the customer to understand and ‘what’s in it for them!’.
Please feel free to get in touch if you have any questions.
To your success!