Let's talk about one area of focus to improve landing page conversions. We’ve gained a lot of experience designing and developing landing pages. From many tests, we see that results can vary from industry to industry, goal to goal. There are results that we see happen across the board as well. One thing is clear, page visitors need to stay focused on one aim, one goal. Here comes the attention ratio.
In landing page design the attention ratio is the number of links or actions compared to the number of goals you have with your campaigns. Thus you could have a 10:1 ratio. Which means 10 links or actions on the page with one conversion goal in mind. Some landing pages have 12:1 or 2:1. A 1:1 attention ratio is best. And every campaign has 1 goal in mind.
What should you do with your landing page when using 1:1 attention ratio
A 1:1 attention ratio means no to extra links, social sharing and even getting rid of a navigation menu. Having something higher than a 1:1 can overwhelm your visitors with too many choices to “exit” out. If you have a Google Ads campaign running and it was to sell a product what do you want your potential leads to doing? Buy the product. If you were offering a download of special content then you want people to give up their email address. In either situation, any more actions than the true purpose would lower your conversion rate.
Now you may be thinking do I need to have only 1 link on my landing page then? Not exactly. You can have a landing page that has some length to it. Placing many CTA’s within your page is fine as long as it’s to the same conversion goal.
When you practice a 1:1 attention ratio for your landing page not only are you increasing your conversion rates, but this will also help you with testing. It’s more straightforward to focus on how many clicks your CTA button(s) are getting.
Comparing Landing Page Designs that Use 1:1 to Those Who Don’t
MuleSoft’s goal on this page is to have visitors download a handbook. Do you see any other links?
Unbounce kept it true to having only 1 action to download their ebook.
At first, this application looks to have 1 action to download the app. Then immediately you see another button to buy gift cards.
If Blue Apron’s goal is for people to sign up for an account they’ve done that well below.
Hearsay was using PPC to drive traffic to this page. They want you to request a demo, but would you view more products or services too?
Stampli’s PPC ad drives you to a landing page that offers a 30-day trial and nothing else.
The success of your ad campaigns comes from having dedicated landing pages with a message that matches your campaign goal. With a 1:1 attention ratio you increase your landing page conversion rate with your campaigns. Remember to test, test, test.