Most people don’t come to your landing page and look at every single design element. They come looking for clues to quickly answer their questions. If these questions are not answered these visitors will “bounce” away to a different site, rather than going any further.
They want to know:
- “Is this the right place?”
- “Is this how I imagined it would be?”
- “Should I click the back button?”
- “Does this look trustworthy?”
- “How much time is this going to take?”
Your landing page needs to address all these issues immediately. If your design elements are not focused enough and/or distract the visitor, expect high page bounce rates.
Next, visitors think: “Should I accept this offer?”
This is where your marketing copy and pitch comes in. Visitors will scan your intro copy, media content, product information, testimonials, and design value and decide whether or not to convert.
Even after a customer has decided to accept your offer, the conversion can be lost. Any flaw in site functionality and usability can cause you to lose the conversion, so ensure your privacy information is posted and there are no hiccups in form processing.