7 Seconds To Grasp Your Visitors Attention!

What you introduce your visitors to as soon as they load your webpage will be significant in deciding whether or not they are going to stay on longer to go through what you are offering. Therefore, choosing what to display is very crucial. More so, if your aim is to take the least amount of time to grasp your visitor’s attention, then the first seven seconds on your page is very important.

If you want to stop visitors from bouncing, then there are two critical but simple questions you should ask yourself. Satisfactorily addressing these two questions will determine how effective your conversions will be.

What Will It Take And How Will It Be Beneficial To You?

Arousing your potential product users’ attention and getting your offer clearly across should be centered on the benefits communication, the main headline and the hero shot you decide to incorporate on your page. If you can figure out the best way to incorporate these aspects into your webpage, you will have an easy task keeping your visitors on your page.

Here are a few tips that will guide you as you embark on preventing visitors from bouncing on your page.

Main Headline

Most people tend to misuse the main heading of their website by using extremely exaggerated words which are actually not descriptive enough. Such types of headings eventually result in low conversion rate. When coming up with a nice headline for your website tie it down to simplicity, clarity and avoid verbosity as much as possible.

The following tips are essential to ensuring a perfect and attention attracting website heading.

  1. The length of the heading
    Keep the website heading within a reasonable length such as two lines if it is to be viewed on a tablet or desktop. Keeping the heading short will help to ensure that visitors grasp and process the content quick enough.
  2. Content
    Your heading is not the place to exhibit your creativity in literature because too much of it can do more harm than good to your website conversions. Instead of using too much jargon which will leave your web visitors wondering what the heading means use this time/part to convince them to buy into your idea.
  3. The Word Order
    The word order of your heading is very crucial because skimming visitors (which is what we call most online users) are easily drawn to the words appearing at the beginning and the end of the heading. Therefore, selectively choosing the first and last letters of your website’s heading will play a big role in keeping your visitors long enough on your page for you to convince them to convert into actual leads.

The Hero Shot

If you want an easier way to attract your visitors’ attention then using a perfectly sized, colored and designed main image or video will do the trick. An image helps to draw attention to the written content on your website. That being the case, make sure to fully illustrate your product information and reinforce it in a way that will also arouse the emotions of your online website visitors. The tips for an effective hero shot include:

  • Theme. Choose a theme that will be complementary to the site’s heading and one that will take the least time possible to arouse the visitors’ interest in the product you are offering. To that effect, studies have shown that using a larger image for your hero shot can be more effective in presenting your product to the user than using a smaller one. In addition, to be more precise, you can incorporate an image that shows people using the product in real life or one that animates the features of the product.
  • Caution should be taken when faces are to be displayed. It is worth noting that when faces are used on the website they tend to attract attention and hence can distract visitors from the main product content. More specifically is using smiley faces which tend to be more distractive than most of the other faces. Therefore, you need to avoid themes with hero shots containing these images.
  • Emotions. Avoid using images which portray negative emotions because such emotions do not sell well. Try as much as possible to relay positive emotions by trying to figure out the feeling the product will trigger in the users.
  • Stock photos. Using authentic photos will be a good way to start winning the trust of your potential customers. You can generate real authentic photos by avoiding stock photos because people are very critical of what you portray on your site. If by any chance you can’t generate your own photos, you can still use stock images but target the ones that have been downloaded the least number of times.

Effective Benefit Communication

The website heading and the hero shot are enough to provide some relevance and attract some visitors but you will need more than these two if you are to maintain these visitors on your website. Hence, the need to use alternative means of convincing them.

The design and placement of the benefits communication should be done in a way that will be easily accessed by the user and not requiring the user to scroll to see the benefits. There are several ways you can place the benefits communication but most studies have shown that the most effective one Above the Fold.

As an online marketer selling your page relies on how well the visitors buy into the idea you are selling. This can be best achieved by communicating your product benefits in a way that will be easily conspicuous. It should stand out above all the other content so as to be easily drawn to by the skimming web user. Keep the design simple because an over-designed benefit communication can also be hampering to the user.

A maximum of two columns should be desirable when addressing the benefits communication on your website. See this example as applied by Notify.

In Conclusion, you will come to realize that it doesn’t take much to get your web visitors inspired seconds and to convince them to buy into your idea within the first few seconds. All it takes is what you already know plus a little tuning here and there to make sure the hero shot and heading are optimized and the benefits communication is effective in convincing the site visitor. If you have any additional recommendations that can be applied within the first 7 seconds, it would be great to incorporate them as well.

Tips to Optimize Web Forms on Your Landing Page 

Web Forms are the easiest and the most effective ways to establish an indirect cordial relationship with your visitors or potential customers. A lead generation form serves as a gateway between your site and its visitors.

Expedia earned additional $1 million annually just by removing one field from their conversion form. Similarly, Marketo earned 34% more leads by experimenting with the length of their web form.

But how do you ensure that the web form is placed in the right corner of your site? How do you ensure that the form is properly optimized for the users?

That’s the biggest challenge for online business owners and internet marketers.

But luckily, we got you covered!

Use in-Line Validation

Inline validation immediately verifies with the users if the data they put in on the form are correct or incorrect.

Webby Monks

Using inline form validation effectively increases conversion rates, engagement, and reduces the time taken to fill the form out. It also saves a lot of time and avoids unnecessary frustration on the users’ part.

Use a Strong Call-to-Action 

The call-to-action is the tipping point between conversion rate and bounce rate. So, make it catchy and strong to compel people to click it without any second thoughts. It occupies a permanent space in your users’ mind, even once they get off your landing page.

It is better to have buttons that will immediately let your users know what they’re getting. While the “Click Here” button may seem enough, an even better option is to use “Get Free Access” as that instantly provides yours users what they’re gonna get after filling out your web form.

But keep in mind that adding in too many buttons can actually lead to a lower conversion rate. So, use buttons on your forms very thoughtfully.

Include a Privacy or Security Statement 

A privacy or security line at the bottom of your forms actually help with conversions. It makes your users feel at ease and will remove any doubts that they may have. 

Generic statements like “100% privacy assured” may not be the best idea, though. A simple phrase that relates to the product or services that you offer may work. Take the Shopify statement below as an example.

Marketing Experiments

Even if you don’t specifically request for sensitive information from your visitors, having a privacy or security statement on your forms will still help build that trust between you and your users.

Keep Them Short And Avoid Unnecessary Fields  

Lengthy forms easily deter potential customers. And many of them simply abandon halfway rather than filling them out completely. So, break your long forms into manageable chunks to provide a smoother and better user experience.  

Check out confused.com’s car insurance quote form below; a good example of a user-friendly web form:  

Also, keep the number fields as minimal as possible. Like, if your business doesn’t involve actually calling your customers, don’t put a field for their contact number. Minimize your visitors’ efforts for completing and submitting forms on your landing pages.  

Following image shows the case study of Marketo’s conversion form:

Artillery Marketing

Promote The Form During Peak Season  

To improve your conversion rate using your web form, it is important to target the right audience at the right time. Study your previous campaigns to figure out the perfect peak time to promote your forms on your Social Media accounts. This is to ensure that you boost your conversion rate and get the most out of the promotion.

Optimize Forms For Mobile Devices

1 out of 3 form submissions comes from a mobile device. So, it is very important to optimize your web forms for mobile viewing and usage.

Make sure that the form itself and all other fields on your form are big enough to be seen and read without the need for the users to constantly zoom in and out. This would also take care of accidentally pressing on something on the form.

Also, use specific HTML markup that tells mobile devices which keypad to display to increase mobile form experience.

Mobile Input Types

Place Your Forms Strategically

The right placement of your form on your landing page will instantly draw your visitors’ attention. This will then lead to a greater conversion rate. Ideally, you should place your form on the sidebar, above the fold, to make it easier for your visitors to see.

The difference between how users treat an above-the-fold and a below-the-fold form is nearly 84%. However, we do advice that you conduct split testing on both to determine which performs the best on your website.  

 Major brands like CraxyEgg and KISSmetrics place their form and call-to-action above-the-fold for maximum impact and high conversion rate.

KissMetrics

Bonus Tip

Don’t use Captcha on your web forms. Believe it or not, this actually lessens your conversion rate as some users would rather not go through the extra effort of figuring what is on the Captcha.


We hope that this helps in boosting your conversion rate! Read more about what other elements you would need on your site to convert visitors into leads. Also, here’s how to build forms on your landing pages that will boost your conversion.

Build a Form on Your Landing Page that Boost Conversions

Building the right form on your landing page is a crucial factor. Let’s have a look on this.

Marketers have always put in a lot of effort towards achieving the correct keywords, creating ad copies that are persuasive enough and coaxing prospective customers to click on advertisements, but this is always not enough. When it comes to customer conversion, building the right form on your landing pages is a crucial factor.

Web forms are an integral part of most websites, and they show up all over the internet today. Their main benefit is to aid both users and businesses in achieving their targets by initiating a conversation between them. However, so many advertisers still get them wrong. Here are some key factors to consider when building a form on your landing page.

Where to Display a Form on your Landing Page

Given that the landing page is all about trying to increase customer engagement and getting them to trust you, its ability to influence is vital. That is why you need a web form on the landing page. And, since engaged time usually peaks above the fold, your best shot at getting the most conversions form is to place the form above the fold. That is the part of the page visible without having to scroll.

With your lead gen form and CTA accessible without having to scroll, your work of convincing potential customers becomes minimal, and there is little risk of losing the prospect. In fact, one study by Nielsen Group found that regardless of the user’s screen size, the average disparity in how they treated information above vs. below the fold was 84%.

However, there are a few cases where placing the form and CTA below the fold generated a higher conversion rate. If you are not sure what will perform better for your target audience, split testing is the best way to clear all doubts.

How to Design a Form

Wondering how you can design a suitable form for your landing page? Follow the steps below.

  1. The first thing you want to do in developing a web form for your landing page is to determine the kind of info you need to capture within the fields of the form.
  2. Next, you’ll want to go ahead and arrange the information types in a logical sequence. The goal here is to ensure an elaborate flow from one field to the next.
  3. Convert your arrangement into a form template. You can use a software application for this part and the next ones.
  4. Customize the fields you have created. Most software for creating forms also enable you to adjust the dimensions of each area as well as limit the data types that go into each field.
  5. Use drop-down menus as appropriate. If you don’t know how to add drag down lists, you will most likely find the guidelines in the support content that comes with the software. The menu will often require making a table and linking it to the appropriate field. Examples of areas that may need a drop down menu include age and zip codes or country.
  6. Perform a usability test. Take some time to enter information on your form and ensure that it works alright before releasing it for general use.

Here are some general good practices for creating an efficient form:

  • Keep it simple by only asking for information that you truly need and is indispensable.
  • Make it clear what kind of info you expect by providing examples besides the field. (e.g., abc@Email.com)
  • Offer some smart defaults. These defaults are significant as they could fill in 90% of the blanks, resulting in faster fill-ins and less probability of users giving up along the way. An excellent example of a smart default is a language drop down:
Build Forms on Landing Pages: Dropdowns
Build Forms on Landing Pages: Dropdowns
  • Make the error messages as elaborate as possible. i.e., be specific about your error message and use adequate spacing between fields so the user can easily relate the respective form field to the error. Also, save the part of the data that’s correct, so the user doesn’t have to start all over again.

Why Should Someone Fill out My Form?

Tempt users to complete your form by providing benefits. For instance, offer an option for free download after filling out the form, or an option to receive a game demo upon completion. Either way, the user always feels as if they have given up some level of privacy sometimes even as though it’s something they are going to regret because of junk mail and so on. That’s why you have to make it worth their while.

Clear CTA (call to action) in a form of a landing page

Auto Filling Form Fields

Most browsers can autocomplete fields on behalf of the customer by using the users Autofill profile or google play store purchases. By incorporating autocomplete attributes in your form fields, you help the user submit the required information as fast as possible (up to 30% more quickly), and maybe even spend more time going through other things on your website.

An example of how you can hint to the browser that you are expecting, say street address, is using autocomplete=”address-line1”. This command enables the browser to fill in the address part, and also directs it to the specific filed where the information is required. There are numerous other auto-fill attributes that you can employ to create the smoothest user experience.

The Naming of Input Fields

Always provide clear and visible labels for each part. You risk getting a poor review if the user cannot see which area corresponds to what name. That is why it is also a rule of thumb to use a big enough font size. Usually, the size will depend on the context (desktop or mobile?) and how many other things have to be displayed. Whenever you doubt yourself, use a larger font.

CTA (Color and Text)

Most marketers believe that a call-to-action button is the most significant component of a landing page. It is the tipping point between bounce and conversion. If you design it correctly, you boost conversions. Otherwise, you risk page abandonment. Here is what you should keep in mind:

  • Color: you want the color to contrast with the rest of the page so it “shouts,” making it as easy as it gets for visitors to convert. Attractive colors such as green, orange and blue never fail to grab users’ attention.
  • Size: shouldn’t be so small that it becomes illegible or so huge it scares users off. The ideal size should blend in with the landing page perfectly. There are more than a few cases where making the CTA larger caused a rapid decrease in conversion rates and vice versa.
  • Text: the text on your CTA should be as simple and precise as possible. It should be direct to the point and tell the user exactly what they get by clicking on the button.
A Landing Page with a Form and a clear CTA button
A Landing Page with a Form and a clear CTA button

Special Considerations for Forms on Mobile

In this technological era, there are many devices and platforms for visiting web pages as well as social media, meaning screen sizes are continually changing. Users want to have a great experience whether they are using a computer or a smartphone. It is unfortunate that so many marketers ignore mobile web forms while assuming that people don’t ever complete those forms. Although this might have some truth, it is not a limiting factor of such devices.

If you only design your web forms for desktop, you miss out on an excellent opportunity to convert mobile customers. It would be wise to plan your landing page forms to be mobile friendly, be it designing an entirely independent mobile landing page or using responsive web design.

Mobile Optimized Form on a Landing Page
Mobile Optimized Form on a Landing Page

Final Word

So much focus on the above-fold issue has left most marketers scrambling to put their lead capture forms above the fold in fear of missing a conversion opportunity. You must realize, however, that everybody scrolls (some even before the page finishes loading). Placing a form too early on the page could result in conversion friction and cause the visitor to second guess. It is essential to give some useful information about your product before expecting visitors to give up their personal information.

A/B Testing

And always keep in mind to test different variants of your landing page. Check out our post here to learn more about this: https://www.crowdy.ai/most-important-things-about-ab-testing/

Useful Resources

If you want some examples of great landing pages, check this post from Hubspot: https://blog.hubspot.com/marketing/landing-page-examples-list

Even their Academy offers great help: https://knowledge.hubspot.com/landing-page-user-guide-v2/how-to-create-a-form-for-your-landing-page

Here some mistakes to avoid: https://blog.hubspot.com/blog/tabid/6307/bid/6748/3-form-fields-that-kill-landing-page-conversion-rates.aspx

Finally Unbounce talks about a good conversion rate for a landing page: https://unbounce.com/what-is-a-good-conversion-rate/

Important Elements of a Landing Page

Elements of a Landing Page

Landing pages are becoming increasingly common among digital marketers and for a good reason too. A landing page can be used to effectively establish a lasting first impression with potential clients and can be your best strategy to increase your conversions. However, a landing page is only as useful as long as it is entirely optimized and optimizing a landing page can be quite challenging especially if you are new to the idea.

Before you can start designing your landing page, you should have a framework of how you are going to develop every single element of the landing page. Ask yourself questions like what items should you include in your landing page, what are the best design practices to influence the conversion rate of your pages and more specifically, what is the best framework to adopt for your landing page?

As a digital marketer, you should already know that there is no one specific design framework for a landing page. However, there are some universally accepted components which should be included in an effective landing page. These components will enable you to come up with a robust framework as well as keep your site visitors engaged on the page long enough for them to convert into actual long-term customers.

If you design your landing page by perfectly piecing together all its elements, you can end up with a page that will always keep the conversion rate high. In this article, you will be guided on how to come up with the optimal framework for all the elements of a landing page to maintain an ever-rising conversion rate.

No Navigation

When designing a landing page, the main idea is to make it hyper-focused on a single product. However, caution should be taken to avoid external links except where privacy policy and terms of service must be provided. No external links also mean there are no navigation bars at the top of the landing page.

The reason for leaving out navigation bars on a landing page is because the prospects are shown everything to convince them to convert to real leads, and that is mainly everything included in this article. Should it become paramount to add a small navigation bar, then use a style that will be less distracting such as a hamburger menu.

Captivating Headline

Your headline is the most crucial element of your landing page for the simple reason that it is the first thing that visitors will be visually attracted to when they land on your page. It is essential that you come up with a captivating headline which will entice visitors and prevent them from bouncing immediately and instead encourage them to consider what you are offering.

Irrespective of the product you are promoting, a good, compelling headline should have these three main traits:

  • Empathy
  • Clarity
  • Relevancy

In some landing pages, you will find the main headline supported and re-enforced by a sub-headline. Here is an outstanding example of how a headline should be enforced on your landing page.

Headlines for a Landing Page

If your product is an alternative to something already in the market, make sure you capture that in the three traits of your headline; clarity, relevancy, and empathy.

Create An Effective Copy Of The Main Content

Having a decent and persuasive copy is important because it is without a doubt one of the primary ways you get to put your point across to your potential customers. To come up with such a copy, you need to incorporate the following.

  1. Amount of text – Should not be too little or too much. Depending on the product or service you intend to offer the customer, the amount of copy might be less or of an average value. Some products only need the basics.
  2. Writing style – Your copy should address the prospects directly using a simple to a simple language that even a 5-year old can comprehend. It is crucial that you avoid buzzwords such as “brand new and improved” or “cutting-edge and innovative.” These words don’t mean much to the reader because what they are interested in is how your service or product will solve their problem so make sure you address that directly.
  3. Formatting – When arranging your content, you should put in mind that most online visitors are skimmers which is why you must apply a range of formatting styles such as numbered lists, bullet points, bolded copy and italics among others. This should help to amplify the most important parts of the idea you are trying to sell to the readers.

Here is one example from Infusionsoft on how to achieve this; take note of the bolded and customer-centric wording.

Effective Copy for a Landing Page

 

Ensure the potential customer understands what they stand to gain or lose if they accept or reject your offer. Wrap the benefits in short, precise and simple words.

Hero shot

Now that we know the majority of online users don’t like to read web content, how else can you better your methods of passing your information across to your prospects other than by using an engaging media? There are three types of media you can use, namely, video, image, and GIFs.

Video

Using a video as your hero shot can be exceptionally useful in demonstrating the context of use of your product compared to any other type of media or wording. The following are the stats that show why you should embrace video when choosing which hero shot to apply on your landing page. These statistics are according to GetElastic.com.

  • Internet surveys show that 52% of online consumer prefer watching product videos because it makes them more confident when making purchase choices
  • nline shoppers who watch product views are 174% more likely to place an order than those visitors who did not

As you can see in the image below, Shopify has used a video as the hero shot on their landing page.

Video as a Hero Shot for a Landing Page

Imagery

If you are using images on your landing page, they should not just be pretty but attention-seekers literally. Ensure the image you pick maintains relevancy and helps the lead generation and conversion.

Relevant images for a Landing Page

 

Landing page image should be able to accomplish the following tasks;

  • Introduce customers or employees.
  • Add personal appeal and invoke human emotions.
  • Showcase the product and its features.
  • Reveal the story behind your product.
  • Direct the visitors’ attention towards a target element such as the CTA button or form.

GIFs

You can use GIFs as substitutes for videos although they are simple animated images which help to explain the products being offered. GIFs are known to be highly interactive than images but less than videos.

A Landing Page Should Have Trust Building Elements

It is essential that you incorporate trust-building elements on your landing page because you want your potential customers to start trusting your product from the word go before they even decide to convert on your offer. There are a few components which make up this and are referred to as the trust indicators.

The five trust-building elements that your landing should have included:

  • Statistical evidence

This picture shows marketers how FiveStars uses statistics and customer testimonials as trust indicators in their landing page framework.

  • Customer testimonials and reviews
  • Trust badges/Authority badges
  • Third-party seals (MacAfee, Verisign or PayPal)
  • Privacy Policy

You might have come across some of the following elements when browsing specific sites on the internet. These are what we refer to as Trust badges and Third-party seals.

Trust Badges for Landing Pages

 

More trust badges for a Landing Page

 

And whats about make use of social proof by sharing yourusers activities and success? Our Deal-Maker displays how many visitors have OptIn or purchased any product. Why not use your existing customers or leads recent activities to build trust?

crowdy.ai’s Deal-Maker is a tool used for conversion optimization. It uses social proof in helping clients such as Opvizor, Fit Schlank und Sexy, and Kleeberg.BUSINESS. And with social proof, clients get the trust of their market, improve their conversion rate, and lessen their cost-per-action to name a few of the benefits of crowdy.ai. You can try it 14 day for free by signing up here.

Form

Lead capture forms are there to give you a chance you have been waiting for to capture the visitors’ information. However, for your form to work as expected, you have to design it properly. Ensure your form does not ask for too much unnecessary information. The form should only require essential information from your prospects. Too much information might raise eyebrows making the visitor become paranoid, and hence you end up losing a significant lead. The higher your offer sits on the marketing funnel stage, the lesser the information the form will require.

Organize the form in an easy-to-fill manner to give your visitors more time to continue skimming through your page. What is even relevant is the location of the form on the landing page. A strategically placed form has a higher chance of getting filled than a poorly placed one.

There are several ways one can design the form on the landing page, and one of these is the two-step opt-in method. This method enables simplification of the page by getting rid of the form and replacing it with a CTA button. As soon as the visitor clicks on the call to action button, the form will automatically pop-up.

Essential Part of a Landing Page: the Form

A Compelling CTA

Your landing page should stand out from rest. However, the only way to ensure that happens is by making sure there are no confusions whatsoever regarding the click-to-redeem offer button. Your call to action button should be designed by considering its position, color, size, and copy.

The position of the CTA should be such that it does not prematurely appear on the page because you will run the risk of losing potential conversions. Place the call to action after introducing and explaining what you are offering in a manner that will convince them by the time they come to the CTA. The size should also be measured because we don’t want the CTA too small that it gets disguised in the page.

You can also ensure the CTA does not disappear from plain sight by using a color that contrasts well with the other content on the page. If need be, try to avoid overused words such as Subscribe, Submit or Download in your CPA copy. Your creativity should become lively here. A sample call to action should look something like this:

This picture shows marketers how GoToWebinar uses benefit-oriented and personalized CTA copy in their landing page framework.

A/B Testing

And always keep in mind to test different variants of your landing page. Check out our post here to learn more about this: https://www.crowdy.ai/most-important-things-about-ab-testing/

Very useful resources

If you want some examples of great landing pages, check this post from Hubspot: https://blog.hubspot.com/marketing/landing-page-examples-list

Kissmetrics offers a great beginners guide to learn everything you need: https://blog.kissmetrics.com/beginners-guide-to-landing-pages/

Unbouce explains the difference between a homepage and a landing page as well as the different types of landing pages here: https://unbounce.com/landing-page-articles/what-is-a-landing-page/

Further check out this landing page course from Unbounce: http://thelandingpagecourse.com/landing-page-101-intro/