To paraphrase legendary Liverpool Football Manager Bill Shankley, “Getting customers to click through to your web page isn’t a matter of life and death … it’s much more important than that!”
A click through page is used to drive visitors to the next step in your sales funnel. Therefore, it should include at least these elements.
A Clear Call to Action Button (CTA)
A huge mistake many marketers make is to make it difficult for page visitors to act on their CTA.
Use big, bold buttons in a prominent position on the page so it is easy for customers to do what you want them to do.
A Compelling Headline
The headline should include your keywords and should match the title tag of your page closely in the HTML. If not, customers are more likely to click away from your page without clicking through. Customers should see consistency when scanning your page.
The headline will usually appear in search results. Therefore it should push visitors to take the next step and click through to where you want them to go.
Use Short Paragraphs or Bullet Points
People do not want to wade through miles and miles of text. This is the Internet after all.
Give page visitors the bullet points which explain the selling points or use short paragraphs which communicate your message efficiently in as few words as possible.
Do Not Include Other Navigational Links
The purpose of a click through page is to get visitors to click through where you want them to go.
Do not include any other options by including links to other pages, references, etc. This provides too many distractions and opportunities for your visitors to leave your page and go elsewhere.
Include AT LEAST Two CTA Links
People like to think they have several options. Provide them with at least two buttons to click, both of which will lead to the same place. This will make them feel empowered. It also will improve your conversion rate.
Links can also be included within the text which appear over or under the Call To Action.
Use Exit Pop-Ups
Use a widget which gives a pop-up which will appear whenever somebody tries to click to another page besides your CTA. It gives one last chance to convert a customer who was already leaving anyway, so it’s worth a try.
This is sometimes called the “bandwagon approach”. Social proof feeds on people’s nornal desire to be part of the cool crowd.
You should use testimonials from clients, logos from companies you do business with or credible third party organisations, etc. These are not always necessary on a click-through page, but in some cases they can add credibility and value to your web pages.
Use Simple Images and Photos
Do not overcomplicate your page with too many different images or pictures which are too “busy”.
The images used should complement the content on the page and support the headline at the same time.
Put Your “Best Stuff” Near the Top
Many people will not scroll to the bottom of your click-through page. It is important therefore to ensure that the most compelling arguments, the best benefits and any other top-drawer persuasive ideas you can use to convert your visitors are placed near the top.
I hope you found these ideas useful. Do experiment with different layouts and settings but bear in mind the Seven Tips above. Remember that when you have made changes or have put the page up for the first time, give it a little time to settle before making any more changes.
I shall be adding more tips and information to help increase the effectiveness of your web site or blog. Please feel free to add your own comments and experience.