The following is a sponsored post by Commune / The Content Optimization Company™.
the most important roles in making sure your audience does what you ask.
Unfortunately, it's also the element that web marketers almost always
Think about it: Regardless of the action you want your targets to take
(whether it's providing a simple email address or making a purchase), it'll
never happen if you confuse, harass or just plain bore them with a
sub-par submit box.
So to maximize your landing page's conversion rate, use these best
practices in writing, designing and testing your lead
ask for anything you can't act on. People are protective of their
privacy, and they hate filling out forms. So if it isn't actionable, don't
ask for it. A first name and email address will often be
the confirmation field. Sure, some people will mistype
their email address. But asking readers to type it twice can drastically
drain your conversions.
Lose the "Clear Form" function. Imagine going to the trouble of
typing your information and then accidentally clicking this pointless button
(which countless landing pages are still placing beside "Submit"). Would you
bother to retype everything?
Test above the fold. Depending on your offer, prospects might not be
willing to read a long sales letter. To help them make it to what matters,
try placing your lead capture above the fold (so readers don't have to
scroll for it) and test your results.
Test below the fold. Then again, an early lead capture could deter
readers who don't yet know your benefits. What works for you will depend on
your offering—and you won't know until you've tested both.
Make it more button-like. People are into images. And testing has
shown that an image of a big, honking button screams "Push me!" to readers.
To make your submit button more button-like, try:
- Adding a thick outline and rounding its corners
- Making it bigger—you should be able recognize it from across the room
- Giving it some colour (to further set it apart from the rest of your copy)
Mess with your button text. A button that says "Submit" is so
1997. (Besides, no one wants to be submissive.) So get creative with your
commands, and tell your prospects to "Download Your Free Copy Today!" or
"Send My Free Sample!"
Emphasize privacy. To soothe any suspicions, let your readers know
you'll never spam, sell or rent their email address. And make sure you do it
right before or after your lead capture, where their anxiety level is
That's it for January's landing page optimization blitz, but there's lots more
So be ready for future landing page posts to make sure the traffic you land
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