The document discusses principles for effective landing page design. It emphasizes keeping the attention ratio low by limiting distractions and focusing on one clear call to action. It also stresses the importance of testing elements like trust signals, social proof, and call to action copy for maximum conversion rates. Throughout, it provides humorous examples and commentary to illustrate good and bad landing page design techniques.
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17. ATTENTION RATIO
THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO
THE NUMBER OF THINGS YOU SHOULD BE DOING.
18. ATTENTION RATIO
THE RATIO OF THINGS YOU CAN DO ON A GIVEN PAGE TO
THE NUMBER OF THINGS YOU SHOULD BE DOING.
FOR MARKETING CAMPAIGNS
THE ATTENTION RATIO
SHOULD BE
1:1
19. what if the ad went to a
dedicated landing page?
71. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?
72. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?
73. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?
74. WHAT DO YOU THINK
THIS PAGE IS ABOUT?
WHAT DO YOU EXPECT
TO HAPPEN IF YOU
CLICK ON THE CALL
TO ACTION (BUTTON)?
DID YOU THINK THIS
PAGE LOOKED
TRUSTWORTHY?