Why is a landing page important

Landing page: These five elements make you successful

If you want to design a landing page successfully, you need five essential elements. In this detailed article, Robert Weller and Ben Harmanus explain what they are and what they should look like. They also point out typical stumbling blocks and show why you have to gather your own experience in many places.

This article is an excerpt from “Content Design - Influence Conversion Through Design” by Robert Weller and Ben Harmanus, published by Hanser Fachbuch. More about that at the end of the article!


Landing pages are reduced to the essential elements that promote conversion for maximum performance. These primarily include:

  1. the value proposition or the unique selling proposition,
  2. an image or video in the context of the offer, the so-called "hero shot",
  3. proof of social acceptance, the so-called "social proof",
  4. other advantages of the offer as well
  5. the call to action.

Element # 1: Value Proposition and Unique Selling Proposition

The value proposition (also known as the “Unique Selling Proposition” or USP for short) communicates the advantages of your offer. The visitor needs to see in moments how your product or service is improving their life. Please do not confuse the benefits of your offer with the properties of your product! Many companies get lost in their corporate jargon and put features and specifications in the foreground. These are also important, but play a subordinate role in the purchase decision.

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You can use the following elements to highlight the value proposition:

The headline

The visitors to your landing page usually come across the heading first, the headline, as it is commonly referred to. At least they should, because prominent menu bars or logos are often a distraction. The core function of headlines is to attract the user's attention and direct them towards the conversion goal. If your visitors reach your landing page via advertising, then the headline must definitely continue the conversation that was already successfully initiated. Don't be afraid to use a copy of your headline in a Facebook ad.

When it comes to text, it is often said that a heading is simply a way of getting the user to read the first sentence. This first sentence then only serves to get the user to read the second sentence and so on. The better and the faster we can draw a user into our story, the faster we will bind them to our website and the greater the chance that we will gain their trust and convert it into a purchase intention.

We'd like to give you a few strategies for designing converting headlines.

Choose appropriate keywords

You might be wondering why we also deal with keywords in content design, since that was more the job of search engine optimizers up to now. Well that was once upon a time. Anyone who comes into contact with content should have at least basic SEO knowledge. This also includes a basic understanding of HTML. Because all headline types (headline, subheadline, subheadings) are provided with numbered tags in the HTML code. The first headline (and only this one) is assigned the

tag. This not only signals to search engines that it is the first and thus introductory heading, this is also made clear to the visitor, as many tools such as Microsoft Word or content management systems such as WordPress & Co. place the

heading in usually display larger.

SEO experts agree that keywords in the headline contribute to the ranking of an article - both positively and negatively. These are also our experiences. But that alone must not be your criterion when writing a headline. First and foremost, remember that you want to capture your visitor with the headline and motivate them at least enough so that they consume further content on your site and, at best, become active (for example in the sense of a click).

Now you may know that one of Ben's specialties is landing pages. Before he started to write articles on landing pages, however, he researched how this topic had been discussed so far. First of all, he wanted to find out whether he should use the technical term from the North American region or whether there is a German equivalent. In the course of this, he researched whether and how often the search queries “landing page”, “landing page” and the translation “target page” or “entry page” are searched monthly via Google in the DACH region. The result: The English term has a search volume in the high four-digit range, while the German word bobs around in the low three-digit range. This is a clear indication that the term “landing page” has also established itself in this country. It's the general term within the industry and is more likely to get prospects to linger on a page.

The approach of using keywords as triggers to capture people who are potentially interested in the topic has proven itself several times for us and other marketing managers.

The subheadline

The headline is often extended by a second line, the so-called subheading line, subtitle or English subheadline. She supports the headline by

  • completes this so that the headline and subheadline together form a sentence,
  • emphasizes the benefits of the offer even more.

By using subheadlines, you can keep the headline short and concise. For example, take a look at the headline “Your mobile cleaning & laundry in Berlin” from the cleaning start-up ZipJet (see Figure 4.10). ZipJet concisely highlight what they offer - and also where. The headline provides enough information to arouse the interest of the target group and to continue a conversation started elsewhere. The subheadline: “We pick up, clean and deliver your clean clothes!” Adds details about the service: The dirty laundry is picked up and returned clean. The headline has not yet clearly communicated this.

Experiences and impressions bring about ideas in the target group that we do not have on our screen at all. Perhaps there are people who equate “mobile cleaning” with something like an ice cream truck. So don't leave it to chance which fantasies your content evokes in your visitors!

Incidentally, the ZipJet message is even stronger when it communicates other comforts in addition to the obvious result, namely clean clothes. An alternative subheadline could be: “Save time and lean back and relax while we clean your laundry!” The advantage of ZipJet is not only that the laundry is clean, but also the time saved by the service. When writing headings, it is important to put yourself in the shoes of your readers to understand what really matters.

All in all, the headline and the subheadline serve to capture your visitors as soon as they arrive on your landing page. But the communication of your unique selling proposition does not end there. You can use additional (intermediate) headings to highlight the benefits your visitors can expect from your offer. This is so important because there is a high probability that your visitors will not read all of the text on your landing page, and if they do, then not necessarily in the specified order. Users scan pages for relevant information in order to first get an overview and quickly find the text passages that are relevant at that moment.

Depending on the length of your landing page, it is also a good idea to use a final heading as a final argument for using your product. Since this argument is no longer near the first headline, but at the end of your page, you can repeat both the introductory argument and the associated call to action.

You know your offers and also the purpose of your landing page. So feel free to ask someone else for support. Someone who perceives your offer from a different perspective will be able to communicate it completely differently - and often even better. Take the 5-second test: Show your landing page to anyone (who does not yet know your offer), but only for exactly five seconds. If you then manage to reproduce the core message and explain the offer, then your value proposition has turned out well.

Element # 2: Hero Shot - an image or video in the context of your offer

Images and videos help your visitors to grasp what you are offering faster. By definition - at least one possible - the hero shot presents your product or offer in such a way that the user recognizes the advantages and can imagine using them. This visual superstar on your landing page is the so-called "hero shot". You can place it in the foreground, on a level with other elements of the page, or in the background. It is important that you place a quickly understandable, dominant, visual element in the context of the offer on every landing page.

As the primary visual element, the hero shot is most likely seen first - in contrast to the headline, which is read first. The reason why we name it in second place is that a landing page without a headline causes disorientation for the visitor, but a missing image in the upper section is not immediately missed.

Use visual elements like the hero shot to support your message, but not to fill free spaces on your landing page. Take advantage of the fact that the human brain can process images 60,000 times faster than text. Immediately create clarity about the content of the landing page with the help of a hero shot. Use the power of images and videos to address your target audience emotionally.

When using videos, however, make sure you have a meaningful still image that works as a stimulating preview. It is best to create this preview image yourself and embed it in the video file or video platform of your choice. So you don't have to choose between a video and a picture as a hero shot. Your visual element can be a still and moving image at the same time.

A total of five different forms of hero shots have proven themselves:

  1. The illustration of satisfied users who, if necessary, provide a short (!) Testimonial - for example in the form of a quote.
  2. The illustration of the product, ideally in a context of use, so that the user can see directly how he will benefit from it.
  3. A (schematic) representation or pictorial instruction of how the product works.
  4. Videos of any kind, be it a video testimonial, an explanatory video or an animated representation of the product.
  5. A scene with a strong emotional impact. Extreme examples are hero shots by nonprofits showing people in need.

Be careful with animated images or individual elements. These must not have a negative impact on the first impression - for example due to long loading times or useless animations. In this specific case, the motto clearly applies: "Form follows function."

Regardless of this, there is a trend towards photos and images that span the entire width of the browser window and thus dominate the directly visible area of ​​your website - i.e. everything "above the fold". A clear example of this is Microsoft (see Figure 4.11):

An extreme example is the CrazyEgg homepage (see Figure 4.12). This consists exclusively of the logo, a headline plus subheadline, a single input field and a request for action in the form of a button. In order to receive more information and to be able to navigate the site as usual, users have to click on the “Tell me more” button. Only then will further content be visible below the input mask - including a new hero shot in the form of an explanatory video.

Such a reduction can either be useful if you want to acquire new users in a very aggressive way, or because you assume that only experienced users will navigate to this page. By experienced we mean those users who already know and use the tool and the website and only want to log in using the button in the upper right corner.

In this example, the primary goal is probably to acquire new users. The main idea behind this barrier is to get visitors to say “Yes!” In seconds. Be it by entering the URL of your website or by clicking on the button to find out more. Both increase the willingness to buy or the generally expected conversion rate.

Of course, such a restriction is not suitable for every website. It is most often used on websites that initially offer the user something free of charge, be it a download, a test version or a registration. “Free of charge” is (or was, see information box) relatively easy to market and thus win the first small “yes” from potential customers. Although it is often not actually free of charge due to the required entry of the email address and other personal data. Useful data is a valuable currency and can be used profitably. For a successful deal, however, the immediate benefit must be immediately apparent and the opt-in must be extremely simple.

According to the new, stricter coupling ban (due date May 25, 2018), you are no longer allowed to advertise content downloads as "free" or "free" if this involves providing personal data in return. In this context, we recommend that you read Nico Härting's article on the ban on coupling at http://bit.ly/cd_haerting and regularly visit the blog of lawyer Thomas Schwenke at drschwenke.de.

If, on the other hand, your offer requires a more detailed explanation, then you need a more extensive landing page than the one shown. Ultimately, however, both variants are primarily about one thing: To get the user to take an action. Either a direct conversion or the further consumption of your content.

We also recommend Angie Schottmuller's scorecard to evaluate your hero shots as objectively as possible. To do this, assign points on a scale from –1 to 2 for the seven criteria just discussed. You can download the scorecard from http://offer.threedeepmarketing.com/hero-shot-scorecard/. You are also welcome to do the 5-second test here. It rarely hurts to seek the opinion of someone who is not involved.

Element # 3: Social Proof

As already mentioned, our brain always strives for efficiency and chooses the path of the least effort. Accepting an offer on the web is a cognitive effort. Ultimately, users have to weigh up whether they are making a mistake by entering the data or making a transaction. Nobody likes to buy a pig in a poke, but somehow everyone tries to keep the research effort low. We therefore like to rely on the judgment of others when making a decision.

Integrating evidence of the general acceptance of your offer on your landing page is not that difficult. Ultimately, you have a variety of possible trust-building measures at your disposal, which should lull interested parties into security.

Customer references

Include statements from your customers that express their positive experience using your product. Make sure that your references are authentic by making them verifiable for the user. Hopefully it makes sense that “Michael B., managing director of a medium-sized company” is less credible than “Michael Baumeister, managing director of Druckerei Baumeister GmbH”. If you add a portrait photo to your testimonial, you increase the trustworthiness of the reference even more.

Video testimonials are much more impressive, albeit much more complex. The difficulty with this format is that very few of your customers are usually used to speaking in front of the video camera. Such a testimonial quickly appears artificial and kitschy and therefore implausible. When filming a video testimonial, try to involve your customer in a casual conversation instead of asking them specific questions or even putting pre-formulated statements into their mouths. Experience has shown that this is how the best quotes emerge casually.

Whichever format you choose, Your testimonials ideally always describe how your product solved a specific problem or provided crucial support in a specific situation. The closer a recommendation is to practice, the greater its effect.

Also, make sure these people have an overlap with your target audience. For example, if you're looking to partner with small businesses or the self-employed, the letter of recommendation from the CEO of a large company can even be counterproductive.

Take a look at the testimonial from the Experteer career platform (see Figure 4.15). The name of the person depicted is a full, non-generic name. In combination with your job title and the industry, you create a tangible individual whose existence is unlikely to be doubted by interested parties.

Customer counter

Show your visitors how big (and well-known) your customer base is. Check if the number of customers in your industry can make a positive impression on the target audience.

Textbroker (see Figure 4.16), a platform for purchasing text content, use the customer counter in combination with customer logos on their landing page. The statement: "More than 53,000 customers worldwide rely on Textbroker for their content marketing strategy" has several individual characteristics:

  • The non-round number of 53,000 customers conveys less calculation than a rounded number such as 50,000 and thus appears more credible.
  • The addition "worldwide" helps to classify the room to which the number and ultimately also the offer refer. The space does not necessarily have to relate to a geographical classification. For example, you could also add the addition “in the metal industry”.
  • The mention of the “content marketing strategy” appeals to potential customers who not only need e-commerce texts such as product descriptions. Since content marketing is often associated with blogging, social media or storytelling, this addition helps Textbroker to position itself as a provider of high-quality texts in this regard as well.

In the context of the logos of well-known brands such as OTTO, 1 & 1 or ebay, which are listed directly under the number of customers, a much more effective social proof is created.

Other ideas for appealing headlines to announce your customer logos in a similar form include:

  • "80% of all DAX companies trust us."
  • “2230 companies in Austria are already using [your product] in customer communication, including. . . "
  • "Over 850 medium-sized Swiss companies optimize their online advertising with [your product / service]."

Use the customer counter in combination with other helpful information to classify your offer and to increase your trustworthiness.


Institutions that are considered objective serve as a trustworthy source in the assessment of services or products. The better known the institution, the greater the likelihood that positive reporting or a positive review or rating will influence the purchasing decision of interested parties.

The most famous seals include the TÜV logo and the Stiftung Warentest logo. However, depending on the industry and target group, completely different awards can have a sales-promoting effect. Service providers use the award from ProvenExpert, for example employers from kununu - each including the star rating provided.

Audibene, a provider of hearing aids, uses the TÜV seal several times on the landing page. For example, prominently in the header area, but also within the encapsulated form and in the footer area. It is practically impossible for the visitor to overlook this seal and the associated statement (see Figure 4.17).

Furthermore, audibene uses logos of media in which they were mentioned according to the “known from” principle. Of course, the integration says nothing about the form in which audibene was reported. However, together, Der Spiegel, Die Frankfurter Allgemeine, n-tv and Focus Online enjoy a level of awareness that reaches 100 percent in the target group. This subconsciously strengthens trustworthiness. For skeptical users, it can also help to use quotations from the listed media to create a positive context. Look for the most valuable text passages such as: "In the test, [your company / product] was way ahead of the competition in the service promise category", or similar formulations.

The provider of insurance and financial services CosmosDirekt uses the awards from renowned organizations in a very special way. A sea of ​​awards and seals of approval serves as a hero shot or background image in the upper area of ​​the click-through landing page (see Figure 4.18). Further down on the same page, extracts from these awards are then included again, albeit in an enlarged, easy-to-read version. Overall, this site clearly relies on trust-building measures as the main driver for conversions. Even in the short list describing the benefits of the offer, the test result “Focus Money 19/2017: Best Risk Protection” is listed as one of these.

Customer ratings

As mentioned, the click-through landing page from CosmosDirekt is a prime example of the use of social proof. In addition to test results, customer ratings also build trust (see Figure 4.19). These also stand up to closer inspection. CosmosDirekt proactively lists that its overall rating of 4.4 out of 5 stars is based on “… 1735 ratings in the last 12 months”. A click on the associated Trusted Enterprise symbol opens an info box that indicates "uncensored opinions and reviews". In this way, the company ensures that the user receives this important additional information, but does not have to leave the landing page. If visitors want to find out more details about the individual reviews, they have to go to the corresponding page - in this case Trusted Enterprise; which certainly not everyone will do. But the possibility of verification is enough to build additional trust.

Security certificates

In general, it is important to communicate security measures that will benefit your customers. However, this form of social proof is even more important when your target audience. . .

  1. is particularly sensitive when it comes to entering personal data. In addition to contact details, this primarily includes transaction-relevant information such as account and credit card numbers. You will practically not find an online shop that does not show data security.
  2. buys a service from you in which data security plays a decisive role, for example if your customer not only manages their own data, but also the data of their customers.

Rapidmail, a provider of email marketing software, uses the TÜV Saarland certificate in the visible area (see Figure 4.20). Next to it you place a lock icon with the accompanying text: "Secure data & server location Germany". Together with the TÜV symbol, you get the feeling that the customer doesn't have to worry about data security. Do not underestimate the effect that placing individual elements in close proximity creates. Because this makes them work like a unit, and their individual effect is multiplied, so to speak.

It is also interesting how rapidmail highlights the certificates by overlapping the hero shot in a bulge. The diagonal line acts like a signpost. Both are methods of increasing the attention of elements.

Experteer, who already shone at the testimonials, include the GlobalSign5 security certificate in the encapsulated form area to indicate the SSL encryption (see Figure 4.21). Certificates as social proof in the form area are used to take away any last concerns from users who are about to click on the call-to-action button. After entering the contact details, these concerns no longer revolve around whether the offered service offers added value, but rather around data security. Therefore, every element that communicates this data security can have a positive effect on the conversion probability.

Social signals

The area of ​​social signals includes indicators that a company, product or service is popular in social networks. These indicators include the number of followers, shares or likes. Make sure that the figures shown have an impressive effect and do not, on the contrary, convey that there is little interest in your offer. In general, social signals involve risks if you include them as interactive elements on your landing page, because ...

  • they may start with little or no social signals for your special offer. This is especially the case if the counter only takes into account the interaction on your dedicated landing page.
  • social networks can be a distraction. As soon as you establish connections to Facebook, Instagram & Co., place elements that potentially encourage users to leave your page. Even if users first land on your social media profiles, you shouldn't overestimate that. Because like you, social platforms also try to keep users on their own platform - and are mostly more successful than you because of their size, content diversity or other arguments. At the latest when the first notifications are displayed to the user, your offer will quickly be forgotten.

If you want to include social signals on your landing page, we generally recommend the following measures:

  • Showcase the number of your followers by recreating the embeddable elements given by social networks. However, please note the data protection information required for legally compliant use.
  • Use confirmation windows or pages that only appear after you click on your call-to-action button to invite you to interact with social networks. This ensures that the integration of social signals does not distract from your offer, but rather acts as a trust-building element.

Also read on this topic: "Successful online presence: This is how your website visitors quickly gain trust"

Element # 4: Other benefits of the offer

After you have drawn your visitor under your spell with the headline and hero shot, you should immediately add convincing arguments to direct him further in the direction of conversion. Explain further advantages of your offer with additional text sections - either in the form of bullet points and lists or detailed descriptive texts.

Based on a functional overview of your product, you can follow the following two steps to create a list that clearly highlights the advantages for the (potential) customer. These two steps are based on an originally four-step process from the landing page conversion course by Unbounce and Copyblogger. We have shortened this process to steps 1 and 4 of the original model for the example of a smartphone offer.

Step 1: List all of the features of your product. Narrow down the choices by selecting the features that are some of the most powerful features of your product - not just based on your opinion, but ideally based on the opinion of customers as well. For a smartphone, this could be, for example, the following aspects:

  • Up to 256 GB storage space,
  • waterproof up to a depth of 20 meters,
  • wireless charging.

Step 2: Understand the real benefit of each feature by figuring out what those features mean to your prospect on an emotional level. This step is about explaining how exactly the customer benefits from each of the functions. This results in statements like ...

  • Stress-free use thanks to a maximum of 256 GB memory. So you always have enough space for your videos, photos, apps and everything else that you want to carry with you at all times.
  • Enjoy the freedom to be connected to the world even in the rain and on a beach holiday thanks to the waterproof housing.
  • Save yourself annoying cable clutter and wear and tear on connections with wireless charging.

Each function listed has the task of addressing a problem in your target group on an emotional level and presenting the solution. Create images in the reader's mind that evoke a positive sensation. Complete instructions on how to reformulate functional descriptions into declarations of benefits in a total of four steps are available at http://bit.ly/cd_conversioncopy.

With a high probability, interested parties will not only start dreaming, but will also ask themselves one or the other question ...

  • “Up to 256 GB of storage space? How much memory is there now? How can I expand this? "
  • “Can I really submerge the waterproof case in the water? How deep? How long? Can I take sharp photos and videos underwater? "
  • “How exactly does wireless charging work? How far can I be from the charging station? Is the charging station as portable as my charging cable? "

Answer such questions in clear sections on your landing page in order to remove possible stumbling blocks from the outset. The most important point when listing the specifications and features of your offering is and will remain the focus on the benefits for the user. You can remember this in the following way:

  • The benefits of the offer describe what problem you are solving.
  • Functional descriptions explain what your product can do and how it solves the problem.

The sales process on your landing page begins with reaching your visitors emotionally. You should therefore add images, graphics and screenshots to visualize the individual advantages and functions.

Element no. 5: The call-to-action

Your potential customers feel addressed by your headline. You scroll up and down, scan the content. You even read a few paragraphs about the advantages of your offer and take a closer look at a few pictures ... and then leave the landing page again. Unless you specifically tell them what step to take next or after reading your email.

Your visitors are dependent on a call-to-action (CTA for short), an understandable and convincing request for action. In marketing, the CTA is a call to your audience that provokes an immediate response. Usually verbs are used in the imperative, for example: "Contact an advisor now.", Or "Visit our branch today."

If you use a CTA in marketing, it is automatically the most important element of your content design. It forms the center of your offering, and every other part of a landing page works towards it. So place the call to action so that it is within reach when all the other elements have done their job of convincing.

We also like to refer to the CTA as the superstar that everything revolves around. It doesn't matter whether you're writing an email, AdWords ad, or creating a landing page. In the latter in particular, the CTA is your conversion goal. It is the one action that you want your visitor to do, for example to trigger one of the following events:

  • Entering contact details for lead generation.
  • Signing up for the trial version of your product or service.
  • The placement of an item in the shopping cart.
  • The closing of the sale.

Components of a call-to-action

Many people think of a call-to-action as a button with text on it. That's the obvious part, but your call to action is not alone on the stage. As we already mentioned, your CTA is a superstar and often comes with background dancers who guarantee a brilliant show. But always be careful with anything that you place near your CTA button. In its environment, other elements can have a significant impact on the perception of your offer and both help and damage your conversion. In principle, the CTA can consist of the following three elements (see Figure 4.25):

  1. The Lead-in is a kind of intro that prepares for the button. With this short text you dispel concerns and build trust.
  2. The CTA button includes your call to action.
  3. The Lead-out is something like your final chance to get the visitor to click. At this point, data security or the reason why the web user has to enter data at all is often pointed out.

Marcel Licht from konversionsKRAFT points out in an article how important lead-outs are for user orientation. It describes some good content design examples and some bad ones. The latter are often characterized by the fact that texts under buttons are removed in the course of a website relaunch - probably for aesthetic reasons (see Figure 4.26).However, this removes an important measure that is intended to address potential user concerns. Therefore, when designing your call-to-action, always remember that clarity is the number one goal. Aesthetics has to subordinate itself to this principle.

Incidentally, you can replace or supplement the text-based lead-out with social proof. Since web users who are about to click are apparently already convinced of the offer, it is a common method to use certificates, as shown in Figure 4.27, to convey a feeling of (data) security.

The call-to-action as a button in the form

It probably seems natural to you if we advise you to position form fields and the button for submitting the form in close proximity to one another. Nevertheless, we would like to give you a few tips below on how you can emphasize this togetherness even more. A best practice is to encapsulate the form; in English we speak of "encapsulation".

The inbound experts from HubSpot skillfully use encapsulation on their landing page to generate leads (see Figure 4.28). The form area is a small island that functions autonomously. They know what you're getting, what to enter, and what to click to get the design templates.

Perhaps HubSpot could achieve even better results if the button stood out better in terms of color - for example in an orange that is typical for HubSpot - and the lettering is formulated more specifically, for example with "Download design templates now".

The call-to-action as a standalone button on a click-through landing page

Click-through landing pages should get visitors excited about your product or service (in technical jargon we speak of "warming up") before you lead them deeper into the sales funnel. Depending on the complexity of your product, it may be necessary to create a longer landing page. However, since you have only limited influence on which argument or element convinces your visitors when, you should place your call-to-action several times. As a rule of thumb, you can remember that it should always be within reach when users are ready to accept your offer. N26 call for action on their homepage twice via CTA button. Once at the top and a second time at the bottom. But even while scrolling, a CTA button in the navigation at the top of the screen is always ready to be clicked, as can be seen in the following image at the top right.

You can get even more specific with your calls to action. Place a call to action in close proximity to elements such as the headline, your hero shot or social proof that makes direct reference to the respective element. This will vary the arguments and increase the chance that one of them will ultimately convince the user. At the same time, your conversion goal and the actual action - namely the user's click on the CTA - remain unchanged. Over time, you will learn which arguments are most likely to lead to a conversion and which do not. With this knowledge, you can then, in turn, optimize the other calls to action and even your entire sales funnel, including your ads and emails.

Formulate a call-to-action

With your call-to-action you are addressing the visitor directly, but your call to action should not sound like an order or your own train of thought. Formulate the CTA like an ongoing internal monologue of your visitor.

For example, consider the massage service massagio, which can be booked online (see Figure 4.30). The benefits of the offer are clear from the headline and subheadline: You can relax with a professional massage, even at home. So if you are now toying with taking advantage of this offer, then your thought might start with: “Oh yes! I will…". The appropriate call to action ends this sentence with “choose massage”.

Please avoid generic calls to action such as “Download”, “Submit” or “Buy”. On the one hand, this is not a clearly formulated thought and, on the other hand, such buttons do not say enough about what happens after the click. Any uncertainty makes your visitors hesitate. You need to think about whether you are making a mistake, and any cognitive effort will negatively affect your conversions. Better formulations would be, for example ...

  • for an e-book download: "Download the travel guide for free as a PDF"
  • for an online seminar registration: "Secure my online seminar place for free"
  • to register for the trial version: "Test [product name] risk-free for 30 days"
  • for a purchase: "Buy now and save 25%"
  • for a cost estimate: "Get a non-binding offer"

It is best to formulate the call to action in such a way that it is meaningful in isolation. Do not be afraid to repeat existing passages, for example from the headline in your button texts. Don't worry unnecessarily. When it comes to labeling button texts, it is not about creativity, but about clarity.

In e-commerce, special regulations apply in Germany for call-to-action buttons that result in an action that is subject to payment. Christian Kleemann devotes himself to this topic in his article “3 tips for better converting call-to-actions in the checkout” at http://bit.ly/cd_kleemann.

Use urgency and scarcity

Now that you've clearly formulated your call to action, the conversion rate should be skyrocketing, right? It would be nice. Although you have shown your user the next step, they still often lack a valid reason to take it now. Let your visitors know the disadvantage that arises when they hesitate. Urgency and scarcity, two principles of conversion-centered design, can have a huge impact on decision-making. Read the following examples and try to understand what is, so to speak, between the lines:

Example 1: "Secure online seminar space now for free!" - It is suggested here that the number of participants is limited. This is actually often the case with online seminar software, even though a corresponding statement is mostly used primarily for marketing purposes. You can reinforce the appeal by adding the maximum number of participants: "Secure one of 100 online seminar places now for free!".

Example 2: “Book today and save 150 euros!” - In this case, the urgency is clearly formulated. Even if it is not explicitly stated, the user can assume that the savings will be lost from the next day. Here, too, you could use a phrase like: “Only today. . . ”, Become even more specific.

Absolute numbers usually work better than percentage or relative information, as the user does not have to calculate the profit or loss himself.

However, we do not advise you to obviously apply artificial pressure. If your "trick" is discovered, it may not only have legal consequences, but also damage your reputation in the long term. Refrain from mercilessly ticking down counterdowns if they start over when the page is reloaded. It is also questionable why an e-book should be limited in number ... we have already seen it all!

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Choose color and shape

You may already be familiar with case studies of A / B tests where the red button beats the green one - or vice versa. Beware of replicating such results on your landing page without your own benchmark tests. Danish conversion expert Michael Aagaard aptly sums up:

“The best advice I can give is to use other people's experiences as much as possible as inspiration for experiments with your own landing page. This works best if you first understand the underlying principle by which a change has led to success. Then you have to try out how you can apply this principle to your own landing page. "

You cannot upgrade or devalue a color across the board. Unbounce's online seminar landing page, for example (see Figure 4.31), uses an orange button, not because this color works better than green or purple, for example, but because the button stands out due to the exclusivity of the color.