Optimizing Your Conversions in 4 Easy Steps

Rafal Tormal, Lead Designer at Copyblogger Media, made some very pertinent points recently regarding the design of blog posts. As they apply equally well to the design of landing pages, I thought I would share them with you here to increase the effectiveness of your landing pages (and indeed your blog posts):

Make your Subheadings Stand Out

Though lengthy copy is not necessarily a detraction on a landing page – and can actually assist in conversion rate by allowing more convincing argument – what can be detrimental is to present the reader with a “wall of text.”

Where the text appears intimidating to confront, no one is going to want to plough through it. So the answer is to make your text more “approachable.”

The advice on this is to break it up using the highlighting of keywords, use of headings, writing short paragraphs, and using bullet points and lists.

Often your readers will simply scan the copy and only stop to read the actual subheadings. So it pays to make those subheadings stand out. (Though don’t make them too large as extremely large fonts actively encourage people to scan the text as opposed to actually reading it.)

In addition to resulting in a more approachable landing page that more will read,  this will also result in a more professional look.

Up the Contrast

There has to be a compromise sometimes between “artistic integrity” and “technical practicality.” Contrast between font and background is one of these points.

Although a subtle background colour may have a high aesthetic value, it is not necessarily very workable. Without sufficient contrast, those with poor vsion will have difficulty reading the text, as will those using low quality monitors and even those attempting to read your landing page on a mobile device.

The problem being that if you give people a difficult time reading your text, the odds of them making it through to the call to action – whether that be a click-through or the completion of a lead generation landing page  – become stacked against you. All the compelling arguments in the world are wasted if no one makes it far enough through to actually read them.

Luckily, this is one of the easiest problems to fix: while it doesn’t have to be black and white, just choose a background and a font colour with sufficient contrast that the text is easy to read. It will have the added benefit of making your content look cleaner.

Make Space

Space is just as important as content when it comes to design.

Don’t be afraid of making the optimum use of space both within and around your content.

Firstly, make sure you don’t skimp on the margins around the body of your text. Rafel recommends a minimum of 20 pixels between the content and the edge of the page and states that he has been using between 30 and 40 pixels as a standard.

This serves two purposes: it clearly sets the text apart from other components and makes for shorter lines of text which makes it easier to read.

Space is also important within the content:

  • around images
  • before and after block quotes
  • after paragraphs
  • before subheadings

Remove Distractions

One of the more compelling arguments for “less is more.”

I’m sure you’ve all been the witness of (if not the “victim” of) garish websites awash with pictures and logos and flash banners and you name it all vying for your attention.

The result, of course, is a distraction – the exact opposite of what you are aiming for with a landing page, as I covered on an earlier post, where you are trying to focus the visitors attention.

So, try not to include too many graphical elements around your copy.

And don’t go with advertisers who  use over-the-top flashy banners that try to overwhelm what’s really important: your text.

Keep it as simple as you can, while still having a sufficient interest level to draw in your visitors so they do actually read what you have to say and follow through with the action you want them to carry out.