O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 18. Ten-Point Landing Page Inspection

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.

Are You Effectively Using Audio Greetings and Background Music?

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. ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required