But hang on – have you performed a blink test? It only takes 10 seconds, and those 10 seconds make all the difference when it comes to ensuring that your message is well received by the target group.
Too often, we fail to communicate clearly to the target group. To us it makes sense. We know the context, and expect the same of everybody else. The blink test ensures that the user will get your message in the 10 seconds, they are usually willing to spend trying to understand a landing page.
It may be hard to resist the urge of sneaking in a bonus offer – just to give the user some choice – but landing pages should never have more than ONE Call-2-action and a form to pick up permissions. Anything more is clutter and creates confusion.
Here’s how to do a blink test
Grab a colleague, who isn’t familiar with the landing page in question, and let them look at the page for exactly 10 seconds. Then, quiz them: What’s the purpose of the landing page, and what does it want them to do? If everything is clear, you can go ahead and publish the page.
If there are doubts, you need to evaluate and optimise the elements on the landing page.
Here’s how to optimise your landing page
In general, it’s a good idea to keep all contents above the fold, giving the user a full perspective with header, image and CTA to help them decipher the message quickly.
1) The image
Use the image to show the offer. If your goal is getting users to download an ebook, then use an image of the ebook to help the user quickly decode your message.
2) The headline
Use your headline to tell the user what it is, you want them to do, eg: Download the Latest E-book: “How to Optimise Your Conversion Rate”. Be direct and clear rather than too creative in the header.
3) Subheader
Again – be clear. Use the sub header to substantiate the claim in your header.
4) The body copy
Less is more – get to the point. Most people scan rather than read body copy. Help them gain perspective and increase readability by using bullet points and section headers.
5) The form
Keep it short and sweet. Don’t ask for more information than you need or what your content offer is worth. Ask yourself, how much time you’d be willing to spend and personal data you’d be willing to trade for the information you are offering.
6) The call-2-action
Use a clear action verb in your CTA, and include your keyword if possible. Your CTA should be able to stand alone and let the user know exactly what to expect, when clicking on the button. “Get it here” could be anything and nothing, while there is no doubt about what happens when I click a button labelled: “Download E-book: “How to Optimise Your Conversion Rate”
Good luck blink testing your landing pages!
