How can you reduce friction and distractions on your landing page?

If you don't know who your target audience is, you'll struggle to convert website visitors into leads or customers. The easier way to make them feel at home is to use language and messaging that resonates with their needs and interests.

Don't get caught in the trap of overloading the page, that's what the rest of your site is for. Too much information often leads to confusion. If you're jazzing up your landing page? First, figure out who (your audience) is. What's the main thing you want them to do? Click a button? Sign up? Know that first. Then, cut the fluff. No jargon, no excess links. Make it clear, make it about them, and make them want to hang around. Simple as that. LESS IS MORE!

Defining a specific action and highlighting its benefits is essential. This clarity guides visitors and motivates them to take the desired action. Crafting a compelling headline and copy is key to delivering a message that resonates and minimizes distractions. It's a strategic approach that maximizes the effectiveness of your landing page in achieving your goals.

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Many ignore the power of: 1) understanding your audience 2) creating content that resonates with them 3) designing a landing page that speaks to their interests, passions, etc. However, if you get this right- it’s one of the highest ROI activities. People buy from people they trust - Master UX and you’ll automatically increase trust.

There is no secret sauce or magic trick to streamlining your design and layout - less is more. • Consider removing all unnecessary elements, the fluff. • Include lots of white space. Let it breathe. • Use clean fonts, don't overdo it. It's not the '90s anymore. Please keep it simple. • Limit colors - more isn't better. • Group information logically if you're selling cat products. For example, don't put baby clothes on the page. • And please implement responsive design across devices. Most conversions and site visitors come from mobile.

Leveraging design elements like white space, contrast, and alignment is smart. They establish a visual hierarchy that directs visitors' attention to crucial information. Images, videos, and icons can enhance your message, evoking emotions, but it's vital to ensure they're relevant, high-quality, and optimized for fast loading. In essence, a well-structured, visually appealing landing page helps visitors quickly grasp your message and encourages them to take the desired action. It's a pivotal aspect of conversion optimization.

Less is more when designing a landing page — it’s easy to overwhelm visitors with shiny objects, but in reality, distractions kill conversions. Instead, spend time connecting with your audience and identifying what they like when it comes to colors, shading, imagery, videos, etc. — then use that data accordingly. Stop guessing and design for them.

What should people do when they visit your page or website? Should they: • Sign up for a discovery call? • Enter their email address to receive your newsletter? • Order your product? The CTA must be about them. Example: • Book your FREE discovery call • Get your AI news every Monday • I want it now! Make it about them. Personalized.

Streamlining the form by requesting only essential information, offering clear labels, and providing validation and feedback simplifies the process and reduces friction. Additionally, removing distracting links or buttons keeps the focus squarely on the desired action, making it more appealing and effective for visitors. It's a crucial step in enhancing the user experience and boosting conversion rates.

During my advertising agency days, we always stressed the importance of a single-minded landing page. Direct all attention to one CTA, and one CTA only. All content should be catered around inspiring engagement on this CTA. Highly recommend to highlight this in two spots: “above the fold” so that it’s visible immediately without the visitor needing to scroll, and near the footer so it’s the last thing a visitor sees (and remembers). Side note- A/B testing different iterations of your landing page, or using landing pages with dynamic content is a great way to maximize effectiveness.

If you want to make your landing page a smooth experience, start with that form. Keep it short, don't make people give you their life story and birth date. Get what you need and you can always gather more prospect information in a follow-up call or email. It's important to use clear words and give a quick "Thank you" note when once they've submitted. Then, your call to action? Make it pop! But ditch any other links that might take their eyes off the prize. I recommend choosing a button color that is not associated with your brand colors, this will ensure it pops. Basically, keep it simple, and snappy, and no side quests!

People hate busy landing pages that waste time, energy, and effort— they want to work through the task quickly and get to the end price (eg, their product or service). By optimizing field forms and trimming the fat in other areas, you foster a win-win environment for visitors: they can get in and out, you collect information faster.

There are many tools available to help you improve your landing page. Tools like: • PageSpeed Insights (from Google) - to help you analyze and optimize your website • Winter - good for testing and optimizing your landing page copy • VWO - to make your A/B testing less tedious • Olark - to listen to what your prospects want

Regularly measuring performance metrics like bounce rate, conversion rate, time on page, and utilizing tools such as Google Analytics, Google Optimize, or Hotjar is crucial.A/B testing, multivariate testing, and user testing offer invaluable insights into what works best. By comparing different versions of your landing page, you can make data-driven optimizations that lead to increased conversion rates. Continuous improvement based on insights and feedback is the key to a highly effective landing page strategy.

You can’t improve what you can’t measure. There are so many tools that monitor, analyze, and present data in user-friendly formats, that leveraging them to optimize landing pages is a non-negotiable in todays day and age. If testing by yourself seems out of reach, hire a CRO company to step in and run A/B tests on your behalf. Usually, this is an extremely efficient and effective route because you can stay in your lane and stick to high-priority business activities, while the company runs tests, collects data, and offers suggestions.

Cheat codes and checklists are great tools to help you follow best practices and examples without falling into the trap of having too much knowledge and not knowing what to do next.

Templates, frameworks, and checklists can serve as excellent guides, but customization to your specific audience, goal, and offer is essential.The dynamic nature of marketing means ongoing testing and improvement is a must. Staying adaptable as your market and competitors evolve ensures your landing page remains effective and aligned with your objectives. It's a blend of best practices and continuous optimization that leads to landing page success.

Once your landing page is optimized, take note of what worked and what didn’t, then use that to your advantage. Creating SOPs and brand guidelines for landing pages is a great way to ensure your hard work isn’t lost. Leverage pre-built templates and elements so new team members can drag and drop everything into place.

You can have all the knowledge in the world. But if you don't apply it to your strategy, nothing will change. Take the big goals and break them down into small, achievable tasks. Step by step is the way to build and achieve.

A common problem I see, and am guilty of myself, is focusing on design over functionality. Particularly if you're in a professional industry, you'll always want to look the part. But I've seen stupid simple landing pages, that I frankly thought looked horrendous, do phenomenal from a conversion perspective. #1 should be conversions and functionality, #2 is design. Some examples: - A clickable CTA above the fold (call link, form, anchor button, etc.) - Mobile optimized first because more often than not, a majority of your visitors will be on a mobile device. - Anchor buttons throughout your page to bring you to the ideal conversion - One CTA, don't offer too many options. In the face of many options, people generally choose none.