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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 4. Identifying Key Landing Page Elements

In This Chapter

  • Using the fold to your advantage

  • Writing headings and body copy

  • Incorporating the call to action

  • Choosing compelling images

  • Building customer trust

  • Using eye-path testing and heat maps

Landing pages are comprised of several elements, which combine to make the whole. Each of these individual elements fit together and — if done correctly — form a complete sales page. Knowing what each of these landing page elements are and what they're designed to do is essential when you develop your site.

All too often, key elements of landing pages are missing — or if they're present, they're not used effectively. If this happens, you'll almost certainly experience a drop in your conversion rates or lose all sales. Not good. Our advice: Make a checklist to ensure that all necessary elements are part of your landing page. You may ask, "And how do I know what to put on the checklist?" Simple. Just read this chapter, which does all the work for you by examining these key landing page elements and highlighting where, what, and why they're used.

Working in the Fold

Arguably, the single most important landing page element is the fold. The fold is the viewable area on the computer screen that visitors don't have to scroll to see more content. This is known by several names, including the fold, above the fold, or viewable area. The concept comes from the world of traditional newspaper printing in which the newspaper was folded horizontally and stacked. ...

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