The 17-Point Landing Page Optimization Checklist

17-Point Landing Page Optimization

Checklist

http://unfunnel.com/landing-page-optimization-checklist/






Contents

Title of the book2

345

811141819

Letter from the author

First and foremost

This is the title of the second chapter

Fourth chapter is also fun

Is it fifth chapter already?

Sixth chapter

Seventh chapter, right here!

Eighth chapter for the end

3Landing Page Optimiization Guide

Step 1 – Kill the Navigation

The landing page should not distract the visitor with the

ability to navigate away from the page.


Step 2 – Gives a Shout Out to a Specific TargetYou have realistically about 2-4 seconds to let the

visitor know they came to the right place. Call them

out – be it direct or indirect with familiar imagery or

dialogue.


Step 3 – For the Body, Apply K.I.S.S…. S.When inbound lead generation is the objective, I’ve

never seen a single landing page design using more than

one single message and offering more than one single

promise…


Step 4 – Create A Killer Headline

You need a clear, concise, benefit-rich headline that

grabs your reader’s attention and tells them they’ve

come to the right place.


Step 5 – CTA = ATF

Most of your visitors won’t scroll below the fold, so if

you’re make a free offer, give them an easy to click,

highly visible call to action without scrolling.


Step 6 – Action Colors & CTA Buttons with ContrastThere’s a lot of debate about button colors, but one

constant is that the button color should contrast (NOT

blend in) with the surrounding design elements.


Step 7 – Specific CTA Button Messaging“Submit” is not good enough. Test button text that gives

a specific command or speaks to the end result (i.e.

“Free Instant Access”).


Step 8 – Leverage Social Proof

“As seen on” logos, social media share buttons,

testimonials, or referencing the number of downloads/

subscribers all let your visitors know they’re making a

smart decision by opting-in.


Step 9 – Use Directionals and Visual CuesThe landing page should incorporate arrows, boxes and

other visual devices to draw the eye to the call-to-

action area. Even a simple arrow pointing at the desired

call-to-action can boost conversions… like it has for our

friend at the newly launched UX AUDIT.

http://unfunnel.com/user-experience-testing-tool/


Step 10 – At Least ONE Hero ImageTypically an image or graphical representation of the

lead magnet will bump conversions, but not always. So

start with it as a control, but make a note to test

without it also.


Step 11 – Don’t Ask for More than you Need [Minimize form fields]Don’t ask for information you don’t need! If you only

plan to followup via email, just ask for name and email,

at most. (In fact, test dropping the name field, too, if

you don’t plan to personalize your followup messages.)


Step 12 – Source Messaging to Landing Page MatchThe text and imagery on the landing page should match

(almost exactly) the ad copy and imagery that was in

the creative that brought the visitor to the landing page

from a traction channel.

http://unfunnel.com/digital-revenue-engine/


Step 13 – Be Social

While landing pages don’t typically go viral, some of

your more altruistic visitors will click Facebook and

Twitter share buttons, so make it easy and obvious for

them to do it.


Step 14 – Be Consistent with the BrandYou don’t have to stick your logo on every landing page,

but the overall look and feel should be consistent with

your core brand.


Step 15 – Privacy & Terms

Not only are privacy policies and terms of service

required to advertise on some sites (including Google),

they’re also good for conversions.


Step 16 – DYNAMIC CONTENT!

If you have an inbound marketing software or tool

similar to Hubspot (if not, you can try it FREE for 30

days here)… dynamic content not only enables you to

reduce form size dramatically for repeat visitors and

customers – but it also can use tracking to change up the

messaging based on the user’s past behavior!

http://unfunnel.com/hubspot-marketing-software-free-accounts-for-startups/



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The 17-Point Landing Page Optimization Checklist