Convey benefit via landing page headline

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2021, 2:27 AM UTC

Studies show the headline will be read by around 80% of landing page visitors, while only 20% will read the rest.

Marketers should write benefit-focused landing page headlines to attract visitor attention and keep them invested. Be clear about the value being offered. The use of relevant images on the page can boost engagement and elicit desired emotions better.

Place the most important information on the top or Above The Fold, of the landing page. Use the “Z” pattern to direct users through the landing page and improve the user experience. However, marketers should avoid including the navigation bar on the landing page to remove distractions and simplify the road to conversion.

Optimise landing pages for all types of devices including mobile and PCs. Use a strong and attractive CTA button but always have one call-to-action on a landing page to drive desired actions.

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