Page Heading And Ad Copy

• The landing page headline and advertisement wording should complement each other.
• Your AdWords score allows a site to discover the cost-per click. This score can be improved by having consistent content between the ad message and the landing page text.

Clean And Concise Headlines

• Being one of the first things a visitor will read, the landing page headlines should not confuse or bore, but compel a user to take a closer look.
• Addressing a specific point that is related to the content of the website will catch the reader’s attention more than having a vague and uninteresting headline.

Impeccable Grammar

• In the example of an online retailer who is asking for visitors to purchase and provide personal and business information, the trust of the customer will be risked if there are spelling errors and sloppy grammar.

Taking Advantage Of Trust Indicators

• For an effective way of building trust, incorporate testimonials, press mentions, guarantee sales and third party trust and security certification (Better Business Bureau, VeriSign, etc.).
• When eye glasses and lens company ACLens began using VeriSign they saw 41% increase in conversion and 58% increase in revenue per transaction. The same can happen with any online landing page.

Use A Strong Call To Action

• After the visitor reads the landing page headline, it is crucial that they know what to do next.
• In the case of Mozilla Firefox, when they changed their call-to-action from “Try Mozilla 3″ to “Download Now – Free”, it out performed with the original call-to-action by 3.6% and had a confidence level of over 99%, resulting in 500 more downloads during the time of the test.

Buttons And Call To Actions Should Stand Out

• Identify the keywords people interested in your service might be searching for and use words such as “free”, “new”, “buy” or “download now”.
• A conversion button should stand out and be placed right below a call-to-action or have the call-to-action as button. Nonetheless the button should be big, bright and above where a user should have to scroll to it.
• Orange and Yellow buttons for a call-to-action help to catch a viewer’s eye.

Go Easy On The Links

• Links connection the user to too many other websites or pages will distract them and have a negative impact on conversions.
• Lots of links may make sense on a regular homepage, but on a landing page simplicity is key.

Use Images And Videos That Relate To Copy

• Implementing motivational speeches, videos of user testimonials, and product images into a home page can have a positive impact on viewers, as well as gives shoppers an extra push to look further into a product.

Keep It Above The Fold

• The space the visitor sees without having to scroll is where the most important part of the web should be.
• Place the call-to-action button above the fold and in a location where the viewer’s eyes will scan to. Never have the button in a place where it has to be searched for.

Always Be Testing

• Optimize the landing page for conversion over time. Run A/B tests, change copy, images and call-to-actions to see what resonates most with users.
• In addition to A/B testing, testing two completely different site designs against each other will be beneficial in the long run. (A/B testing is where a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates.)

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