In Part One of this series we talked about the basics of first impressions and getting readers to interact with your website. In Part Two we will discuss how to keep visitors interested and on your page.
6. Revisit Your Encore Page: The “Encore Page” is the page that visitors see after submitting their information, making a purchase or subscribing to your newsletter. Often times this page will say something like “Thank you for your submission” or “Click here to return to the homepage.” This is a bad idea. The smartest thing you can do in this scenario is to invite your visitors to take part in another way. Don’t simply leave them hanging in the balance or expect that they’re going to use their browser’s back button. You’d be surprised how many people find this to be “too much effort” and may leave your website all together. Offer them a subscription to your newsletter, or someone else’s newsletter (assuming that other newsletter does the same for you) or give them an incentive to take a survey. Or try to upsell them or cross sell them. Don’t just stand there, do something.
7. Take Nothing For Granted: What’s obvious to you is not so obvious to other people, especially when they are from another company or a different part of the world.
Repeating something for purposes of clarity is usually appreciated by those who are confused, and ignored by those who already know what you’re talking about. I’ve never seen anybody get insulted by an interface that repeated itself for purposes of clarity.
8. Test Multiple Landing Pages: I know, it sounds like a lot of work to actually set up more than one landing page and test it out. But the fact is, it helps out tremendously. Only when you know what works will you be able to properly set up your landing page. For example, try different subject headers, test the length of your copy, or even experiment with how many fields you ask for in your request form.
9. Leave It Up: Pay attention marketers: PEOPLE DON’T ALWAYS READ YOUR STUFF RIGHT AWAY. Sometimes people will refer back to your newsletter or webpage months or even years down the road. Old information is not necessarily “old,” and it makes perfect sense to keep it accessible to readers. Consider yourself a library of knowledge. You want your visitors have access to your reference books no matter what time of the day or night.
10. Follow Eye-Tracking: Look at someone who’s looking at your landing page for the first time. Follow their eyes. Do they follow the usual “Z” path down a page? Are your visual cues helping them advance down the funnel to the call to action? Try not to interrupt your test subject’s first scan of your landing page. After they’ve finished, then go back and ask them to tell you where they’re getting hung up or what is being misunderstood.