I want you to join me in the fight --> the fight to get dead weight off landing pages everywhere!
It sounds like a big mission - but it can be done by following one simple principle:
Every element on your landing page should be the best use of content possible to push your visitor towards your landing page goal.
How do you figure out what the 'best use of content possible' is?
Step 1: Figure out what the one goal of your landing page is.
Step 2: Go through each page section and ask yourself... Is this the best possible use of content and page space to get a visitor to [insert landing page goal here]?
Theory Into Practice
As part of a Christmas giveaway to our members, we redesigned 5 of our member's landing pages. The focus was to optimize them for conversions. FITAthletic Houston was one of the lucky winners of a redesign.
The goal for this landing page was to get visitors to sign up to a 3 day free pass.
Below is the original page. As you look through it, ask yourself if each section is the best possible use of content and page space to get a visitor to sign up to a 3 day free pass [landing page goal].
FITAthletic Houston's original landing page.
Did you spot any areas of improvement?
Here's what we came up with, and what drove the changes in the remake...
Too Many Different Calls To Action
You'll notice at the very top of the page there are a lot of options. After a brief moment feeling like a kid in a candy shop, the visitor is left with decision paralysis. Should I watch the video? Go for the $0 initiation offer? How about that free pass?
The only choice the visitor should have to make is whether to to get the pass or not.
That being said, we are not against videos on landing pages, as long as they push the visitor towards the landing page goal. The video on this original page was not related to the free pass, and said nothing about the gym or its point of difference.
Not Enough Differentiation
Why would I want a free pass at FITAthletic as opposed to that other gym I'm looking at down the road?
While throughout the page they highlight the great features of the gym, most of those features are available at just about every other gym out there. There's not a lot to say why FITAthletic Houston is different or unique.
With a free pass being a fairly common lead generation offer with gyms, it's important that the page highlights why a free pass with FITAthletic Houston in particular is such a great opportunity.
Misuse of Page Real Estate
Space on a landing page is precious. You only have so much of a visitor's attention span to hook and reel them in. Every single part of that landing page should be a home run in terms of convincing a visitor to [insert landing page goal here].
If it isn't - leave it out. Use that space to put something more potent in, or just shorten/intensify the page by leaving in only the most impactful elements.
You'll see in the original FITAthletics page the sunset time-lapse takes up almost one fifth of the entire page. While granted, it is a nice sunset, it really isn't the best use of landing page space. It's one really small benefit taking up a HUGE chunk of importance on the page.
The Remake - Simple & Potent
Let's take a look at the landing page remake, focusing on a single Call to Action, copy focused around what makes FITAthletic different, and intentional use of page real estate.
FITAthletic Houston's landing page remake.
Note: Ideally we wouldn't have the 'VISIT FULL SITE' link at the bottom, since you don't want to give the visitor any other option but to sign up for the free pass. We left it in so our contest winner could decide whether they wanted to keep it in.
Are You Going to Join Me?
So how about it, are you going to join me in the fight to get dead weight off landing pages everywhere?
All you have to do is go through your own landing pages and ask yourself: Is this the best possible use of content and page space to get a visitor to [insert landing page goal here]?
Let us know if you find these kinds of page remakes useful, or if you have any questions about how you can make your own landing pages as potent as possible.