Engagement with Visitor is a very important aspect for any Landing Page. Some points are covered here to know how well your landing page engage dropping visitors.

1. Does the headline on the page follow the same theme as the keyword phrase and ad creative?

Continuity::Maintaining continuity through the entire search life cycle will increase conversion.
Try to have separate ad creative and landing pages that match each of your major keyword phrases.


2. Does the headline sell a benefit and make the reader want to continue reading the copy?

Engaging Headline::The primary purpose of the headline is to attract attention and persuade the visitor to read the copy, and ultimately convert.


3. If you have a form, is it requiring only the absolute minimum amount of information?

Minimize Form Fields::The more fields the visitor has to fill out, the lower conversion rate you'll likely experience.
If there's optional data you'd like to have, try asking for it on the "Thank you" page after the visitor has already given you the must-have information.
Also, make it easy for your prospect to fill in their information by automatically moving the cursor to the next field in fixed format fields, and test populating the city and state fields based on the zip code entered.


4. If you have optional fields, have you clearly identified required versus optional data entry fields on all forms?

Identify Required Fields::Since you'll want to limit the amount of data input required on your forms, if you have fields that are not required, be sure that your visitor clearly sees these are optional fields by using either the customary asterisk or bolding on your required fields.


5. Are all data entry fields clearly labeled with examples if necessary (555-123-4567) and contain format validation with appropriate feedback?

Field Labels::Some studies have shown that placing the field label above the field allowed users to "capture" both the label and the input more easily, resulting in faster completion times.
The drawback to this presentation, though, is the need for more vertical space.
Try to keep your formatting as accommodating as possible.
If you do require a specific format, such as a phone number, specify clearly the required format on both the form and the error message that pops up if the field is completed incorrectly.


6. Does it take 2 or fewer clicks to complete the desired action?

Minimize Clicks to Action::Don't force your visitor to do anymore than the absolute minimum required work.
Every additional click may decrease conversion.


7. Are all images optimally compressed and does the page load quickly?

Page Loading Time::There are more factors besides image size that impact the load time of your page including total page size, number of externally linked CSS files, number of external scripts, hosting company and more.


8. Have you limited navigation away from this page other than a privacy link and a link to your home page on your logo?

Limiting Navigation::In most cases, removing navigation improves conversion.
By giving your visitor navigation options, you give them an easy way to jump away from your offer and result in possibly reducing conversion.


9. Are credibility/trust indicators apparent above the fold or near the submit button?

Building Credibility::Affiliation with industry associations and organizations that advance marketplace trust such as the Better Business Bureau, increase the comfort and confidence level your visitor has in doing business with you.
Prominently display these insignias/logos close to your form.


10. Does your action button convey the benefit, e.g., Download Whitepaper, or Get Quote Now, instead of Submit?

Descriptive Action Button::The action button is the last chance for your interested prospect to change their mind.
Reinforce the deliverable or, even better, the benefit in the text of the button.
Also, including other buttons such as a "Reset" button may hurt conversion.
When you've successfully gotten your prospect to complete the form, make it absolutely clear what to do next.
For e.g. Check out the Get Discount button on Mahindra Xylo webpage to convey visitor to get discount.

11. Does the action button stand out and call attention to itself?

Prominent Action Button::The action button should be quite a bit larger than the surrounding text and stand out on the page.
There is no definitive color that converts the best across all applications; however, you'll want to at a minimum test a green, red and plain grey button.
In some circumstances, such as an offer for a higher end service or a B2B whitepaper, a non-promotional looking plain grey button might perform the best.


12. Do you have a short compelling message immediately above your call-to-action?

Tell Them What To Do::Conversion rates tend to increase when you place an action statement at the top of your form, for instance, "Start here to receive your free 10 minute online consultation".

Related Reads on Landing Page Analysis:
- 10 Tips Marketing Effectiveness
- Offer Clarity
- Readability of copy

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