In This Chapter
Using audio and background music
Working with testimonials
Verifying your trust elements
Crafting your headings
Explaining any jargon
Incorporating urgent language
Making sure the price is right
Conducting a focus group
Making your landing page different from a home page
Placing critical information above the fold
From creating our own landing pages and working with others to develop theirs, we've identified several factors that commonly hinder conversions. In no particular order, we include ten questions you can ask about your page to identify potential trouble areas on your site.
Keep in mind that we base our advice and tips on personal experience. You don't have to spend a long time online to find experts that give different advice than you find here. Why? Because a lot of landing pages are a bit of a gray area — more art than science, in other words — and the marketing strategies used for one demographic don't necessarily transfer to another. The best-case scenario is that you combine all the advice you see and then make your own ten-point inspection list.
To get you started, the following sections describe our ten-point inspection list.
More and more landing page developers opt to use some form of audio greeting and background music. Are these effective? Well, that depends. Background music and sounds can be used effectively on some sites to get more feeling into it. ...