After doing a lot of research, I have cumulated top reasons on how to make a better converting landing page. A couple of interesting findings are:
- You have to have some strategy around building trust amongst your users. If you are already a brand, visitors already trust you. So, if you are visiting a landing page from Nike or Reebok, they are fine but if you are visiting a product "XYZ" you need to build some trust man in your audience before asking them to busy something from you. This could be easily done for software companies via testimonials, customer logos, growth curves, twitter embeds and many more like this. You need to handle this soon in your page.
- If you are doing a testimonial section, be sure to have an image of your customer and probably a link to their Linkedin profile to build more trust. In our own landing page, I have seen a lot of improvement in attention maps when I removed cartoon images and put actual user images in the testimonial section.
- Another interesting thing is to avoid talking too much about yourself. Try to handle customer pain points upfront instead of talking too much about what you do. I saw a lot of engagement on a section of "Why we are doing this" as opposed to a section on "What what what do we do …. blah blah blah..".
These are not so commonly addressed points in the generic articles. If you wish to read a full version, you can go here.