Visitor eyeflow and landing page optimization tips
When a visitor lands on your landing page, their eye flow goes left to right, top to bottom.
Here is a list of things that gets your visitors’ attention, in the following order.
- Site theme/layout, overall feel of the site.
- Landing page headline
- Video, audio, talking model
- Pictures
- Landing page copy
- Call to action
This should be your landing page split test order except you want to test call to action before landing page copy because a lot of people tend to click around before they start reading.
A crappy theme/layout can only get you so far no matter how much time you put into split testing a crappy layout.
When a user lands on your site, you have less than five seconds to grab their attention. Make sure your landing page headline and pictures are connected with your ad title, because those two things are the first elements a visitor will see when they land on your site.
If you use pictures of people on your landing page, make sure the people in the picture represents your demographic
Some other landing page tips from Drew Eric Whitman, author of cashvertising
- Direct people’s eye flow with arrows
- Don’t design with white text on black background. It reduces readership up to 70%
- Sans serif printed body copy reduces ad readership by 53.3%
- Times New Roman is the least preferred font online
- Always put captions under pictures. They get 2-3x greater readership than body copy
- All caps slows readership by 11.8%
