Leveraging Images and Formatting (Part II)
In today’s post we will continue with how to leverage images and formatting in your landing page design. If you missed Part I, be sure to check it out.
Graphics and Images
Leverage images to direct the eye is an important part of effective landing page design. Going once again to the Paleo Diet landing page that we discussed in Part I, they used the ereader image to pull the eye to critical information.
The landing page below demonstrates how you can use images as your background to help provide information, and tap into buying triggers.
The business owner, a nutrition coach who reflects a beautiful healthy image is in the picture. Standing in a natural setting is a nice way to connect with her audience, build trust and credibility, and projects likeability – all of which are buying triggers.
Video landing pages are becoming more and more popular because they allow you to personally welcome your visitors or prospects and share a bit of valuable information with them. It is a quick way to personally connect.
Videos vary from company to company. They range from someone sharing a personal message to slide shows or screencasts. The choice would depend on your brand, your audience, and what are marketing. Below is a screenshot of a video landing page.
Many landing pages use what are referred to as “directional cues.” These are images (arrows, lines, pointing fingers, etc.) that literally point to where you want the reader to look. For example, a big red arrow that points to the “click here” button.
Here’s an example of a landing page for Basecamp.com that uses a fun map with a directional arrow that takes you to the sign up form. It is a small directional cue, which they probably tested and found that the arrow increased conversions. The page also has clever formatting and a smart use of white space. Plus, when you hover over the “Start My 60-day Free Trial” button, the cursor changes to a pointing finger that guides your eye.
Pop-ups are another option you may want to consider. While a visitor is on your page and you have his/her attention, you can quickly slide a form in front of them. Many people love this option, others do not. You will have to decide if it works for you.
Below is an example from NomNomPaleo.com of an effective lead gen pop-over.
Please note – the wonderfully effective “subscribe” button – and the link at the bottom that reads: “Please don’t display this again.” There are some people who think pop-ups are intrusive and obnoxious. By giving visitors the opportunity to opt-out of seeing this pop-up form, NomNom is respecting her visitor’s wishes.
Creating a Sense of Urgency
Urgency can sometimes overcome the potential hurdle of procrastination. When a visitor is interested and believes the offer is going to run out, the price will increase, or there are a limited number of products or memberships available, they may be more inclined to take action immediately.
Instabuilder has a tool for this. You can quickly add a sense of urgency to any landing page by adding a countdown timer to the header. The screenshot below shows how it can be done with one click of a button.
That wraps up leveraging images and formatting on your landing pages.
In the next post we will explore SPLIT TESTING – a process you must incorporate to ensure the success of your landing pages. See you soon.
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