Implementing the Landing Page Strategy

Chapter 6 of SEO Best Practice: Landing Page Optimisation

Once the user has reached the landing page, what influences them to take action? This chapter outlines the four things a landing page must do in order to drive action, as well as the principles of persuasion that drive behaviour.

By Econsultancy

12 minute read

There are four key considerations search marketers should bear in mind when assessing the landing pages they have identified for improvement: clarity, relevance, offer and presentation, and call to action. This chapter outlines how to apply these to landing pages to improve their performance. It covers:

Principles of persuasion: According to Robert Cialdini, there are six principles of persuasion that guide behaviour. What are each of these principles and how can they be applied to optimise landing pages for conversion?
Motivating the customer: The landing page must present the offer clearly, focusing on ‘selling’ the next step. What kind of messaging is most likely to elicit an emotive response from the customer and motivate them to continue their journey?
Calls to action: Users will click the call to action once they feel confident that they can achieve their goals. What principles guide the most effective messaging in a call to action?