Behind every great landing page is a great strategy. For a landing page to be successful it needs to provide the best experience possible for users. The best landing pages are R.E.A.D.Y. This R.E.A.D.Y. framework was designed to help your marketing team ask the right questions about your landing pages, to see how page elements relate to each other, and to stay focused on the important things. We break the framework down to make sure your landing pages have every chance to succeed.
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A guide to higher online conversion rates.1
Behind every great landing page, is a great strategy. It's easy to get caught up in what marketing wants to get from a landing page, but for a landing page to be successful it needs to ?rst provide the best experience possible for users.
For instance, instead of thinking about segmentation as a way to learn something about your users, think of it as a way to provide a more relevant experience for a user. You'll still learn more about your users when you put the customer experience ?rst, but you'll also create a landing page experience that keeps their attention longer, earns their trust and drives them to convert.
The best landing pages are R.E.A.D.Y.. R.E.A.D.Y. is an acronym that stands for the ?ve dimensions of great, conversion-oriented landing pages: Relevant, Engaging, Authoritative, Directional and Yield optimal. A Relevant landing page gives visitors exactly what they expected when they clicked. It should be engaging, communicating a value proposition in a compelling, differentiated way. It should be authoritative, assuring people that you're trustworthy and reliable. And it should be directional, moving visitors forward to their goals (and yours). In addition to those user-centric objectives, it should also be yield optimal-implementing operational best practices to maximize your conversion rate.
Using the R.E.A.D.Y. framework will help you make sure that your landing pages have the best chance to succeed. This framework can be used to evaluate new landing pageideas or existing landing pages. It was designed to help your marketing team ask the right questions about your landing pages, to see how page elements relate to each other, and to stay focused on the important things.
Not every landing page needs to score off the charts on all of these, but this guide will help you make sure that your landing page has every chance to succeed.
Relevant: Give them what they wantUnless you're Google or The New York Times, almost no one begins an online session on your site. They arrive at your doorstep from some other context-a search query, an ad on another site, a click-through from an email or a shared link in a social network. Make the landing experience they arrive at relevant to who they are, where they came from and what inspired them to click.
Questions for your team to discuss:
.Does the landing page ful?ll promise made in ads?.Does the landing page message match the ad copy?2
. Do the landing page and the ad use the same visuals, images, and style?. Does the landing page copy speak authentically to particular segment or target audience? . Is the landing page content up-to-date and fresh?
Engaging: Win Their Hearts and MindsWhen you're trying to convert people-into a lead, a sale or for some other concrete action-you need to be more than relevant. You also need to be engaging to make people want to take that step.
Questions for your team to discuss:
. Do you clearly state a compelling product or service offer? . Does your page have emotional appeal? Does incorporate a story, insight a mood or greater meaning? . Does your page also provide a rational justi?cation for why users need your product or service?
. Is your page design effective? Is it intuitive, user-centered and does it communicate value? . Do you differentiate your offer so that it's unique, authentic or memorable?
Authoritative: Earn their con?denceSo you're relevant and engaging-good! But before people will do business with you, they also must believe that you're genuine and trustworthy too. Your pages should exude an authoritative aura.
Questions for your team to discuss:
. Does your page assure visitors that they are in the right place, offer trust marks and customer-centric policies? . Is your copy accurate and credible? Does it use speci?c numbers and language instead of ?uffy claims? 3
.Does your page meet social expectations of a normal web experience? Are your policies and forms reasonable? .Do you provide social proof such as customers, partners, testimonials or awards?.Is your branding consistent throughout the whole experience so it leverages and builds trust?
Directional: Move them forwardPlan your landing pages or conversion path around the dynamic ?ow a prospect or cu... [download for more]
