To paraphrase legendary Green Bay Packers coach Vince Lombardi, “Getting customers to click through your web page isn’t the everything … it’s the only thing!”
The purpose of the click through page is to drive visitors to the next step in your sales funnel. As such, it needs to include at least these seven different elements.
<strong>A Clear CTA Button </strong>
One of the biggest mistakes many marketers make is making it too difficult for page visitors to act on their CTA.
Use big, bold buttons that are in a prominent position on the page so that it’s easy for customers to do what you want them to do.
<strong>A Compelling Headline </strong>
The headline you use should include your keywords and closely match the title tag of your page in the HTML. If not, customers are more likely to click off your page without clicking through. Your customers want to see consistency when scanning your page.
Your headline usually will appear in the search results. So it should do everything it can to push visitors to taking the next step by clicking through to where you want them to go.
<strong>Use Short Paragraphs or Bullet Points </strong>
Nobody wants to wade through dense blocks of copy. It’s the Internet, after all.
Just give your page visitors the bullet points that get your selling points across or use very short paragraphs that efficiently communicate your message in as few words as possible.
<strong>Don’t Include Other Navigational Links</strong>
The purpose of your click through page is to get visitors to click through where you want them to go.
So don’t give them any other options by including links to other pages, references, and so on. This provides too many opportunities for people to leave your page and go elsewhere.
<strong>Include AT LEAST Two CTA Links </strong>
People like to believe they have options. By offering them at least two buttons to click on (that both lead to the same place), it makes them feel empowered. It also will improve your conversion rate.
You also can include links within your text that appear over or under your CTA.
<strong>Use Exit Pop-Ups </strong>
Use a widget that gives you a pop-up that appears whenever somebody tries to click to another page besides your CTA. It gives you one last chance to convert a customer who was already leaving anyway, so why not?
<strong>Social Proof </strong>
Also known as the “bandwagon approach”, social proof feeds on people’s natural desire to be part of the cool crowd.
Use testimonials from clients, logos from companies you do business with or credible third party organizations, and so on. They aren’t always necessary on your click-through page, but in some cases they can add credibility and value to your web pages.
<strong>Use Simple Images and Photos </strong>
Don’t overcomplicate your page with a lot of different images or a photo that is too “busy”.
The images you use should complement the content on the page and support the headline at the same time.
<strong>Put Your “Best Stuff” Near the Top </strong>
Most people aren’t going to scroll all the way down to the bottom of your click-through page. So make sure you put your most compelling arguments, the best benefits and any other top-drawer ammo you have to convert your visitors up top.
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