Marketing Experiments Journal has made a number of A/B tests of landing pages (the pages people land on clicking ads or search result links).
They found that landing page performance can be improved by:
- Focusing on one objective for each page and driving everything on the page to that one objective
- Using a vertical flow through the centre of the page
- Eliminating elements that may distract eye path from the flow toward the objective
- Using visual elements to draw attention toward the call to action
- Avoiding use of off-page links
Links:
Henrik Olsen
- October 08, 2007 - via Copyblogger
See also: Research (128) Persuasive design (21) E-commerce (26) Landing pages (5) Web page design (39)
