Optimizing Landing Pages: Pointing Viewers in the Right Direction

Landing pages are the pieces of your website that ultimately lead your visitors to the conversion. A good sign that you don’t have effective landing pages in place would be moderate to high traffic with little to no conversions.

Do you wish more of your website traffic would end up in a lead, sale or other type of conversion?

If so you are in luck. Today Success Agency will be diving into one very important aspect of landing page design: pointing your visitors in the right direction.

Calling Attention to Your Call-to-action

It has been said that website visitors are a lot like 4-year olds. They constantly have to be told what to do and how to do it. This mentality should be adopted when designing landing pages – never assume that your visitors know what to do or where to go on your website. When you remove this assumption you see things much clearer and are able to guide them along the path to conversion success.

Here are three very important ways you can attract more attention to your call-to-action:

1. Eye-tracking cues
2. Pointing and motioning
3. Lines and arrows

Eye-tracking Cues

Eye-tracking cues are signals you give to your visitors to look a certain way. One way to do this is with models. When using human models in your pictures, try to get them to pose as if they were looking at the product or CTA you are trying to endorse. When visitors see the models they are most likely to look at their face first, then the eyes. Reason being is the face is the most eye-attracting image on your picture and the eyes the most eye-attracting portion of the face.

Look at the two pictures below as examples:



In the first picture you’ll notice that the young man is looking straight over to the textual element of the ad. This filters the visitor’s eye in this direction.

In the second set of pictures you see heat mapping software overlapping two separate ads for the same product. In the left ad, you see that the woman is looking right at the camera. In the right ad, you see that she is looking at the product. The red overlap indicates that a particular section of the ad is more highly viewed by visitors. As you can see the right ad clearly attracts more attention to the product as well as the text.

Pointing and Motioning

In the below ad we see a picture of a woman pointing towards a CTA.  The model is focusing her attention towards the call-to-action with her finger (as well as her eyes) thus gathering the attention to her face first, then the eyes, and then the finger, ultimately leading the viewer to the applicable CTA on the page.


Lines and Arrows

If you don’t have access to models or don’t feel a need to utilize people in your ads, lines and arrows can also be highly effective at drawing people in on your CTAs. People have a tendency to follow lines to their origin or their final destination, helping you to call attention to your product.

Other Considerations

As with any new landing page design we recommend doing an A/B test to determine if your changes are helping or hurting your cause. Playing with variations of your ad – like the Sunsilk ad above – will allow you to see if they are in fact having an effect on conversions.

Another tool that you can use to measure eye tracking is Crazy Egg, a really great heat mapping software that allows you to see where your visitors’ attention is drawn on your landing pages.

Are your landing pages designed to convert? Get a free analysis of your landing pages with our free Inbound Marketing Assessment.