Despite only officially converting one person to his faith in six years, Livingstone actively preached in an effort to share his beliefs with the tribes he encountered during his explorations. It makes your text more readable and ensures that images and call to action (CTA) buttons stand out from the rest of your content. Above the fold, viewers are treated to a logo, a brief headline and a CTA button, all of which are surrounded by plenty of white space. Making extra links work for you – QASymphony In general, throwing a ton of extra links onto your landing page is the last thing you want to do. This is especially true when your links lead users away from conversion-focused content and distract them from taking a desired action. But what happens when visitors want more information than you can provide without making your landing page look jumbled, crowded and confusing? While not all leads require much convincing before conversion, QASymphony worked around this potential problem by providing links to in-depth information regarding their software. Rather than taking users to a standard information page, however, the links redirect to what is basically another landing page, complete with the same call-to-action buttons that are featured on the main page. Once a site visitor scrolls below the fold, they’re presented with a quick, four-part overview of TryTow’s service, telling readers everything they need to know. Hootsuite’s landing page is a perfect example of using a large, direct headline that tells site visitors precisely what its software does.
Many of us know of David Livingstone as a well-known Scottish explorer of Africa, perhaps most famous for being greeted with the underwhelming line, “Dr. Livingstone, I presume?”
At the time of the famous greeting, he’d gone years without any kind of contact with the outside world, hence the fame surrounding the memorable, first-time interaction.
But what many people don’t realize is that one of Livingstone’s primary goals wasn’t just to explore Africa – he was also set on serving it as a Christian missionary.
Despite only officially converting one person to his faith in six years, Livingstone actively preached in an effort to share his beliefs with the tribes he encountered during his explorations.
Most noteworthy, however, is that his standard of treating native tribes respectfully opened the door for future missionaries who used the foundation he’d built to convert people at a later date
Sticking the landing (page)
If you’re starting to wonder what any of this could possibly have to do with digital marketing, allow me to offer a friendly transition – we marketers generally speak of converting audience members into paying customers.
Truth be told, there are few digital marketing areas where conversion is more commonly (and passionately) talked about than landing pages.
Just as other missionaries based their preaching efforts off of Livingstone’s actions to achieve success, you too can use the tactics others have perfected to improve your own landing pages.
Seriously, don’t make this harder than it has to be. If it’s worked for others, it’ll work for you.
In fact, starting right here, right now, add the below seven landing pages to your ever-expanding swipe file. They’ve proven themselves in the ways of conversion, and will allow your brand’s landing pages to do the exact same thing:
1. White Space – Skype
White space helps you avoid clutter and ensures that potential customers’ attention is drawn to where you want it to go. It makes your text more readable and ensures that images and call to action (CTA) buttons stand out from the rest of your content.
Skype provides a perfect example of this.
Above the fold, viewers are treated to a logo, a brief headline and a CTA button, all of which are surrounded by plenty of white space. Because of this, the eyes are instantly drawn to the CTA button. Without having read anything, visitors know what’s most important.
Even when you scroll down, text and graphics are kept in small, concise areas. They’re large enough to be read, but have enough separation to keep them from looking cluttered or overwhelming.
The use of white space makes Skype’s landing page easy on the eyes, as well.
When you do the same with your landing pages, and visitors like what they see, they’ll be far more likely to stick around to consume the rest of your page’s content.
2. Making extra links work for you – QASymphony
In general, throwing a ton of extra links onto your landing page is the last thing you want to do. This is especially true when your links lead users away from conversion-focused content and distract them from taking a desired action.
But what happens when visitors want more information than you can provide without making your landing page look jumbled, crowded and confusing?
While not all leads require much convincing before conversion, QASymphony worked around this potential problem by providing links to in-depth information regarding their software.
Rather than taking users to a standard information page, however, the links redirect to what is basically another landing page, complete with the same call-to-action buttons that are featured on the main page.
Site visitors who are still on the fence about QASymphony’s software get the details they need without abandoning the landing page platform.
3. Info submission – WebDAM
How much information to ask for (and what information to ask for) on a landing page submission form is a source of frequent debate.
For starters, should you use multi-step or single-step forms? And once you’ve figured that out, how do you make your submission form stand out from the rest of your landing page’s content?
WebDAM provides a great example of an effective submission form, in large part because of how much…
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