Design:
a.
Match your landing page to the design of your promotions: that way users that came by clicking the banners would feel they are “in the right place”. The easiest way is to use the heading from your ad and images from the banner on the landing page
b.
Lead the eye: as you may know – the human eye follows certain patterns when browsing a page. Use typography and color to your advantage. Lead the eye along the page towards the conversion exit.
- Where appropriate, use headings and blank lines to organize your content neatly, rather than presenting users with a barrage of text. Separate some elements with different, but complementary, colors.
c.
Limit your use of images: An interesting image demands a lot of “eye time” and, if misplaced, can ruin the flow of your message. “Eye tracking” studies indicate that a visitor’s eye is usually first drawn to images on the page. If a promotional image is on the right-hand side, it requires more effort for the visitors to move their eyes back to the left, where your marketing text will be. It may sound like a minor detail, but in the online world, every second counts when trying to convince a potential user that you are offering what they need. Toolbar Landing Pages are definitely not the place to have unnecessary images.
a.
Mind the fold: Place the important content, whether it’s your text, call-to-action link, or your image, above the fold and close to the middle.
- Don’t distract your user from that focal point.
- Place enough content above the fold to allow your visitor to make a decision about continuing on the page. If visitors have to click or scroll to figure out what the page is about, the only thing they’ll click is the Back button.
- Don’t place interesting material in sidebars. This pulls the eye away from the main body of the page. If it’s interesting and valuable, keep it close to the center and use it to direct the eye.
b.
Stay focused: Eliminate Unneeded Elements. Sometimes “more is less” and distractions can reduce conversions. It is recommended to strip any unneeded elements from the landing page.
- This is not your home page. Anyone who comes to your Toolbar Landing Page has already been screened by your banner or ad, so they expect a very specific message.
- If possible, remove the navigation bar. Of course, don’t remove it if it is essential to the conversion process. Remember your message, and if a link has nothing to with it - chuck it!
- Avoid the urge to promote or link to other areas of your site. The point of the Toolbar Landing Page is to focus your visitors and prevent them from wandering.. Once they stop thinking about your offer, you’ve lost them.