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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Unclear Call-to-Action

What am I supposed to do on this page?

Your website visitor should be able to answer this question easily, yet it is often not so. Instead, your visitor must spend precious time deciding what to do, and then expend the mental energy required to do it. As a result, the visitor may get confused and frustrated, and leave your page in search of clearer experiences.

In the example shown in Figure 4-1, the visitor is confronted with a stark visual gateway page showing a large “image shot.” But what is the actual call-to-action?

After staring at the idyllic beach scene, the visitor may click on it, or they may decide to hit the Back button on their browser. If no action is taken, the page will refresh and finally take the visitor ...

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