All About Website Usability Blog – Holly Phillips


Where’s the banana?
December 15, 2009, 4:01 am
Filed under: Landing Page design, usability basics, visual design

Landing pages are destinations for marketing campaigns — the pages that your P4P ads link to.  These pages may or may not be accessible from your core site, but they’re still critical opportunities to capture and keep your visitors.

One of the most important things a designer can do on a landing page is to ensure there’s a clear call-to-action.  After all, if you’re spending money running P4P ads or sending customer emails to drive people to your site, why would you want to just dump them onto a page and let them try to figure out what to do next?  It’s much better to know exactly what you want them to do, and make that clear and easy to do from that landing page. Including a clear call-to-action has been shown to dramatically improve the conversion rates of landing pages.

Seth Godin calls this clear call-to-action the “banana” – the un-missabile primary visual element on the page.  This is the key action you want the visitors to take — download a demo, request a quote, view a document.  Whatever the goal of the marketing campaign is should be reinforced with the design of this landing page.

In my busines, I often hear people wanting to run campaigns “just to raise awareness”.  That’s fine, but even an awareness campaign still needs to have a clear action for the customer.  If you merely drop them into the middle of your site with no direction, you’re losing an opportunity. 

So next time you’re thinking about landing pages — or any page on your site, for that matter — make sure you provide the banana.

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