The top three reasons (in reverse):
- Your landing page takes a lot of time to load; and we know how no one likes that.
- There is no clear “Call to Action” on your landing page. It is not a treasure hunt! Make it simple enough for your visitors; you are spending a lot of time, effort and money to get them there.
- They get impatient while they wait for you to get to the point. Stop rambling on and on, and get to the point. What is it that you are here for? How do you plan to make my life better? Nobody, and I mean nobody, has gotten all day. (And even if they do, then I am sure they can all find a better place to spend it at)
But you can’t do much in three seconds, can you? Nobody can. It is not even enough to say one complete sentence in 3 seconds, let alone get your point through. You would be absolutely right in thinking that way; but at the same time, the time you get with a VC during an elevator pitch isn’t even nearly enough to convince anyone into backing your startup. The trick is in using that time to pique their interest and have them want to know more — and this concept is equally applicable whether we talk about a venture capitalist or about visitors to your landing page.
The right formula would come after experimenting over and over again with your target audience, and conducting a lot of A/B tests, but let us go over some basic rules:
- Optimize your landing page for different devices
- Make your first fold hypnotic (it can be in terms of the text-copy or in terms of the imagery and graphics you use)
- People respond to power — So deploy strong verbs for maximizing the impact
- Follow this rule when you are designing the flow in your landing page
a. Grab the attention of your audience first
b. Get them interested in what you are talking about
c. Make them feel they want your product; scratch that — “need” your product
d. Now put the CTA field — subscribe, signup, free/paid download, buy — it can be anything
- Try shooting up the perceived value of your product in the minds of your target customer — you can play around with words and frame and re-frame things accordingly
- Reduce the effort required at the end of the users as much as possible, and more importantly — keep the process simple enough, and not complicated that they would like to think and mull over it
There are no definite rules, and you will find — after tons of experimentation — that what works with one set of audience wouldn’t work as well with another. But the basic rules of engagement never change, and that is what really matters.