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Landing page optimization
Landing Page Performance and Optimization Factors :
Through recent and old research, experiments and academic papers, we have identified seven essential factors that affect landing page performance:
1. Friction - caused by elements of the page that require a
prospect to do extra work and increase the likelihood of
abandoning the page due to fatigue or irritation.
2.Incentives such as bonus gifts or special offers can make the
offer feel more worthwhile and encourage the visitor to
continue.
3. Visitor Motivation Level and Type are factors that influence
how many will remain on the site or bounce off. The nature and
level of visitor motivation is essential to what landing page
attributes will prove to be the “stickiest.” If people really
want something, they’ll put up with more friction. We observed
this in the short-copy vs. long-copy case study.
4. Value Proposition - How quickly, clearly, and effectively the
landing page conveys the site’s value affects its ability to
move visitors to the next step and not abandon the site.
5. Anxiety - All visitors arrive at a site with an initial level
of anxiety caused by their perceptions of the relative risks
associated with the site, the company, and the product.
6. Credibility Indicators - You can improve click-through and
conversion by including page elements that convey
trustworthiness through credibility indicators such as awards,
privacy policies, certifications, testimonials, and longevity
statements such as “serving the needs of ___ for more than 15
years.”
7.Time: how quick a landing page can lead any type of users to take an action.
