Excerpt from the article:
Landing pages have evolved a lot over the past five years. Back in 2007, landing pages were almost cliché — what I would call Landing Pages 1.0
Landing Pages 1.0
The prototypical structure: a headline, a short description or some bullets, a small image (“hero shot”), and a form.
Most of the fields on the form were required. The “submit” button was still in vogue. And the payoff for filling out the form? A phone call from a sales rep.
Landing Pages 2.0: The Beginning Of Best Practices
Best practices were things that everyone using landing pages could — or should — follow.
- A/B and multivariate (MVT) testing — test, test, test your ideas
- “message match” continuity between ads/emails and their landing pages
- shorter and friendlier forms with better calls-to-action (CTAs)
- emphasis on text content (not Flash!) to improve SEO and quality scores
- “social proof” with logos, awards, certifications, testimonials, etc.
Landing pages were definitely getting better at persuading people to convert. But for the most part, they were still somewhat formulaic — just following a better, richer formula.
Landing Pages 3.0: Beyond Best Practices
Instead, they’re now driving conversion programs from a higher set of principles:
1. Deliver meaningful, context-relevant content
2. Present that content with an engaging, affective design
3. Offer a compelling, but not coercive, “next step” to take
Landing Page 3.0 marketers have studied best practices, absorbed them into their thinking, but they’re now ready to synthesize new creative ideas of their own — unafraid to break the “rules” to deliver remarkable experiences to their audience.
Curated by Agostino Caniato:
Read the full article here: http://selnd.com/w74EbF