Create eye catching headlines. Most good landing pages use the main headline to confirm the offer and use a sub heading for more explanation or value proposition (aka why your offer is awesome). An example might be, “Free Facebook Marketing Ebook (headline), Learn how to get more Facebook followers, likes, and engagement from our marketing gurus (sub heading).” You’ll see plenty of great landing page headlines in our examples below, and you’ll see that some invert this so that the value proposition is the headline.
Total-experience testing, or experience testing, is a type of experiment-based testing in which the entire website experience of the visitor is examined using technical capabilities of the website platform (e.g., ATG, Blue Martini Software, etc.). Rather than creating multiple websites, total-experience testing uses the website platform to create several persistent experiences, and monitors which one is preferred by the customers.
“There’s more bad than good about this page unfortunately. As soon as you load it, you have a clear headline, which leads into a clear description, and a call to action. Great. However, the video lacks subtitles, and there’s no way to see how long it is. It’s not a particularly exciting and engaging video, it doesn’t tell me too much about what I’ll get, it’s more about them.
Become an authority in your industry and/or region. If you're known far and wide for being an industry expert, you'll have prospects seeking you out rather than the other way around. Consider planning lunch and learn sessions or organizing webinars on a regular basis. As your brand recognition grows, you may even attract inbound links to your site which will benefit your SEO.
When I first wrote this article in 2011, I mentioned how the marketing copy for Crazy Egg’s heat-mapping feature could have been stronger by better explaining how the tool helps customers to increase conversions. While this information is clearer now thanks to the detailed visuals and simple copy layout that allows the reader to skim and scan — it could be better by explaining a bit more.