Tim Ash Shares Wisdom on Landing Page Strategy and Conversion Architecture
In a Web Marketing Today interview with Tim Ash, an internet marketing intellectual and owner of another web optimizing company, a number of important conversion architecture points were outlined, mostly surrounding landing page strategy.
The purpose of a landing page, Tim says, is to achieve conversion goals through calls to action. He introduces what him and his colleagues call the "holy trinity of conversion":
1. page heading - what page is about
2. action block with subheading - whats being asked of you
3. call to action - what you'll get
and explains that just one alone will not work, and that these components depend on each other.
Another pointer he provides is that your page should incorporate a clear visual hierarchy, with one single column (the "holy trinity") to be read linearly, and a supporting narrow column off to right to reassure customers and reduce their anxiety. This reassurance column might include company logos, client testimonials, media mentions etc.
In answer to the question, "What do you do with all the other important details you want clients to know?", Tim suggested to have "more details" links to provide more info but advised listeners not to clutter their page with too many "important details". These details are where you lose the quick skimmers.
Tim definitely seems to be on board with the website optimization strategy WSI offers and, if you're a fan of the WSI Advantage, we highly recommend you check out his interview for more details on how to improve your landing page.
