It should be said that it is completely unrealistic to fit every landing page into the five rules described below. The composition of page elements depends, first of all, on the type of industry, the product itself, the characteristics of buyers, etc.
For example, if you are selling something, you will need content that will help overcome the main concerns and misconceptions visitors have about the product and its price. If you are selling something very expensive, you will have to do this twice. You can use a demo video that shows how the product works and explains what is what. You will also need high-resolution photos and such must-haves as a money-back guarantee, payment security, privacy, and more.
We will list what is probably typical for all landing pages. Start optimizing your page with these elements, and then add something of your own.
1. Call to action button
It may seem counterintuitive to start with the end point bahamas phone number data of the conversion path, but as we wrote above, you should think about the purpose of the landing page as soon as you sit down to develop it. This does not mean that the first thing a visitor sees should be the call to action. Not at all. The main thing is that the text and all other content lead to this element.
Before you begin work, agree with yourself on the following rules:
each landing page has only one goal, and this goal is reflected in the call to action;
only 1 call to action option per page;
The CTA can be duplicated as many times as you deem necessary, but place it in the middle of the page and be sure to place it in the footer;
Passive calls to action (social media icons that link to your page, or site navigation buttons), unless they are your primary CTA, should not be present on the page, as their presence contradicts the first rule.
1. Minimize visitor anxiety
The CTA button on the landing page is like a door to another reality. By clicking on it, a person finds themselves on the other side of their decision, and what will follow is not yet entirely clear. Obviously, everyone in such a situation will doubt, so your goal is to reduce the severity of these experiences and worries.
Consider the fear of uncertainty when you create a CTA. Your customers may be afraid of many things: from having their privacy violated to losing precious time if what they were looking for isn’t there “behind the door,” etc.
Two different calls to action were tested on lead generation pages for an Australian insurance company: