Landing Page Optimization: 6 common traits of a template that works
What are some common characteristics successful people share in common?
Is it having a natural curiosity fused with a creative wild spark?
Or perhaps, it’s the end result of dialing into just the right mix of leadership and perseverance to see things through when the going gets tough?
It’s difficult to point to one particular trait that determines success, however you can look for some patterns.
For example, in a recent Web clinic, Jon Powell, Senior Manager of Research and Strategy, MECLABS, asked the audience to look at these before and after screenshots of control and treatment pages from a few experiments to see if they could find any patterns.
“What are the patterns you’re seeing across all these different experiments,” Jon asked.
From pattern to framework
Jon also explained if he were to try and capture the patterns displayed across the experiments and place them into a wireframe based on their commonalities, that wireframe it would have the following traits:
Trait #1. A clear headline and sub-headline
The first trait Jon mentioned is a clearly visible headline and sub-headline communicating the value of continuing to the next step.
Trait #2. Supporting image
A primary supporting image that’s instantly recognizable and support the value on the page is also be present.
Trait #3. Primary information column
Jon also suggested including a primary information column to “help create linear flow through the page and minimize confusion.”
Trait #4. Scannable body copy
He recommended using easy to scan body copy to propel the force of the value proposition for the primary offer.
Trait #5. An emphasized call-to-action
The fifth trait is a call-to action that appears clickable and communicates exactly what the customer will get by clicking. “It doesn’t mean you can’t have multiple calls-to-action, but you want to have one that’s emphasized,” Jon explained.
Trait #6. Supporting content
Jon also recommended placing supporting content further down the page. “This type of content could be more copy, supporting images, testimonials or reviews to reassure hesitant visitors or educate detail-oriented visitors.”
But at the end of the day …
Although these traits have been found among high-performing templates, Jon emphasized you still have to test your way to discover what works for your customers.
You can watch the full free Web Clinic, “Page Templates that Work,” to see Jon reveal three high-performing site templates that consistently increase conversion across multiple industries.
Categories: Landing Page Optimization a/b split test, conversion rate optimization, landing page optimization, marketing insight, marketing strategy, online testing, research and measurement, value proposition development