To get started, ask yourself the following questions:
1.
What are you offering your users? What are your Toolbar’s main benefits, components and content?
2.
Who is your target audience? What types of users can relate to these benefits and content that you hope will download your
Toolbar?
3.
What do they need to do to get the Toolbar? This is the “call-to-action”, and in the case of the Download page, it’s to Download the Toolbar Now!
4.
Is there anything that might prevent them from downloading, installing and using your toolbar? Write down all your ideas. Then, bring it down to its core elements, making your message as motivating as possible without it being overhyped. Think of your toolbar’s Download page as the shop window for displaying your Toolbar & getting users to download it. The goal of the Download page is to convert visitors quickly to successfully install the toolbar.
Main messages:
a.
Use short statement: Your message should be brief and to the point.
- Using bullet lists makes it easier for your users to read the benefits and quickly understand why they should
download the Toolbar.
- Ensure that your text follows a logical sequence and that you don't bounce around from point to point.
- Provide an e-mail address or Contact Us form to allow the more curious and discerning potential users to get
additional information.
b.
Ask questions and answer them: Ensure that the major questions someone may have are addressed in the text of the page. For example: I get if I download the Toolbar? (what content do you provide, what are the benefits), Is it Free (Yes!), Does it have Google-powered Search? (Yes!), Do I need to worry about spyware? (No! It’s TRUSTe certified, no spyware or malware), Can I remove it later if I choose to? (Of course!) and so on.
c.
Testimonials: A couple of testimonials can be a big help in converting a visitor to download the Toolbar, as long as the testimonials are believable and traceable. A testimonial from "J.S" certainly doesn't have the same power that one from "John Smith, Portland USA, john@dlkldfdlf.com" along with a photo.
d.
Page length: This will vary greatly, and there is no general consensus on how long a page should be. We feel that the more unique the Toolbar is, the more content will be needed to convince a visitor to download it. In general, the length should be similar to other pages your users will expect to get on your site. Remember that call-to-action should be within easy reach throughout the page , so that visitors don't have to hunt for them.
e.
Overcome download barriers: anticipate why users may NOT want to install your Toolbar and overcome them by providing simple and straightforward answers. for example: “it is 100% free” or “it is 100% safe” would help convince users that want to avoid payments or unwanted software.