Tim Ash, in the latest version of Target Marketing magazine, makes a dramatic point about how critical it is to make sure a landing page follows all the right practices to maximize conversions.
In his article “After the Click“, Tim lays out specific must-dos for landing page productivity. He says, “Getting people to click on your email link or banner offer is irrelevant if they don’t see what they expected to see, can’t find what they came for or are just plain turned off by your landing page.”
As the CEO at SiteTuners and author of Landing Page Optimization, Tim knows his stuff. He reports on research estimating that marketers have only 50 milliseconds to capture a person’s attention. Tim reports, “Recent findings in neuroscience are giving marketers insights into how the brain reacts to new information, what it likes and what it rejects. For example, the brain is frustrated by:
- Tasks that take too long to resolve;
- Clutter; and
- Messages that distract or don’t apply.”
I’ve often written about the importance of keeping messages simple so B2B buyers can “react” to offers without ever having to stop and think. Tim refers it as “first impressions.” That’s why I thought it might be time to repeat the highlights of my “5 Biggest B2B Marketing Design Mistakes” to help B2B marketers creating landing pages make the right visual impression:
- Never reverse body copy out of a dark background (headlines are OK, but not body copy).
- Keep lines of text short from left to right to maximize readability (no more than 70 characters per line).
- Never treat copy as purely a design element.
- Use pictures whenever possible.
- Don’t hide your call to action.
Tim adds to these instructions on other ways to keep the design uncluttered. He adds:
- Keep your colors pleasing and neutral.
- Use standard fonts large enough to read without straining.
- Make text easy to scan.
The other point Tim makes is one I have also advised clients to remember for years — to have a single call to action. Those who click through will stop and get confused if the landing page gives them choices. Remember, B2B marketers don’t want prospects to have to think. They want prospects to react.
Tim clearly states that the landing page is not an “afterthought.” It’s the biggest part of a B2B marketing campaign that must convert click-throughs into follow-throughs.