Posted On Wednesday, October 2, 2019
Author: David Armitage (Technical Director)
Best practices to turn anonymous users into know visitors
When you want site visitors to take a very specific action, such as signing up for a free trial, trading their contact info for a free download, or even making an e-commerce purchase, the best choice is to use a landing page.
In today’s world, filled with so many choices and constant decision making, it is a relief to stumble upon a page that is very simple. An effective landing page has a clean and straightforward design. This focuses the user’s attention onto the precise details that you are communicating. Simple doesn’t have to be boring. On the contrary, with the minimalism movement abuzz, simple can be elegant and cool.
Tip #1: Don’t fear the blank space. Look at your image and font sizes and try dropping them down a size to see if it gives your page more room to breathe. Negative space can effectively draw-in a user.
Tip #2: Very clearly convey where your visitor needs to click a button or enter information into a form. You don’t need bright yellow flashing arrows to make this obvious. Work with contrasting colours and textures. Vary your fonts and keep your text to a minimum with your message clear and concentrated on your reader’s needs. Let an enticing headline draw the reader towards the next step. Put your buttons near the top, eliminating the need to scroll before taking action.
Tip #3: Make your requests easy for the user. Rather than blasting them with a form asking for loads of personal information, nurture your visitors. Have them take baby steps and draw them deeper into your site slowly, such as with clicking an opt-in check mark or a “learn more” button. Have them answer one important question that will lead to the next question before asking for personal information. Try a simple pop-up form that comes after hovering the mouse over an area the visitor is drawn to, thus keeping the page clean and clear of unsightly forms.
A homepage that is loaded with umpteen choices can leave the visitor overwhelmed and afraid to take action. The value of a landing page is that next steps are clear, obvious, and there are very few choices the visitor must make. Discover your visitor’s deepest desire or need and have that need guide them to your offer. Whether you want the user to agree with the headline by clicking a button, offer an e-mail address or other personal information into a form, or choose among two or three offerings. In short, keep their choices to a minimum. Less choices make for more action.
Honour the intelligence of your site visitor and let the user know exactly what will happen if they click a button or enter information. An informed visitor is a high-quality lead. Tease your anonymous user by offering them relief from something that burdens them with a Call To Action (CTA), thus turning an anonymous visitor into a known user. The CTA trades the user’s personal information, such as an e-mail address, for the relief or inspiration that you offer in the form of a free guidebook, financial calculations, or to have a consultant contact them soon. Providing some sort of juicy nugget of information that your visitor is eager to have is essential to building your new relationship.
In conclusion, hone in on your user’s deepest needs, use that to grab their attention, offer something of value, and funnel the user into your site by giving them limited choices. And don’t forget to monitor your new leads with each change you make to your landing page.