A landing page, that is, a ‘landing’ page to which the visitor is taken (and on which we should be good at getting him to stay), is an important tool for reaching new customers;
so the need is more than ever to be sure that our message is effective but, first and foremost, that it is read by users. Today’s fast-paced web world is composed of millions of pages, and this has affected the behavior of Internet users, who are increasingly inclined to filter results by considering only what is relevant to them. In essence, the visitor who ‘lands’ on a page on our site should be immediately impressed and find interesting content there, as well as the information he or she was looking for. If we fail to do this, the biggest risk is that people will not read our content; and, as a result, our site will not convert. The solution for an optimized landing page capable of being appreciated by visitors is upstream, in its conformation; one must write the landing page keeping in mind all the types of users who will access it. In this regard, it is possible to optimize a landing page starting from what are the needs of each type of reader and the way each of them is used to consume information on the web. Let’s see how web users can be categorized.
Readers:
are the ideal users since they tend to read the entire page starting at the top and then scrolling down. Given the current frenzy that characterizes the Web world, these users are fewer and fewer. To appeal to this type of visitor the most important thing is, of course, the quality of the content.
Fast readers:
in English can be labeled ‘scanners’. This user tends to read the title and a few sentences of the introduction; after that he proceeds only if interested in what he reads and always focusing on bold words, paragraph headings, and all words that stand out visually. The fast reader tends to consult only ‘above the fold’ content, that is, content in the usable part of the page without having to scroll down. To reach this type of user, it is necessary to bring out from the first quick glance what is relevant content. One can help with menus, submenus, bold items, etc….
Bottom feeders:
i.e., the visitor who tends to read title and a few main words in the description and then immediately jump to the bottom of the page looking for a summary of the message. If they find this summary of interest, only then do they go back and read the text content in more depth.
To reach these users, it is important that the bottom area of our page has a specific call to action and, of course, has an explanatory summary of what is contained on the page in question.
Technical tips for optimization and call to action
In general, what all visitors have in common is the relevance of what is contained on our page; readers do not like to waste time scanning useless information, which is why it is a good rule to know the target audience we are addressing. Always speaking of general rules and cautions valid for all types of readers, the header is still one of the most important points and it is essential to be clear, direct, concise and possibly use those keywords that the visitor expects to find. The same is true for a submenu, which should contain short, clear sentences as well as common words: the average user does not like to come up against over-researched words that they do not know exist. Better to be concise and direct, never forgetting that the need is always and always to convert. That is why next to the header and the most important words it is a good idea to include some call to action. Always without exaggeration, on pain of obtaining the opposite result to the desired one.