Using Directional Cues to Move Visitors into Action
Your landing page is ready. You’ve crafted a stellar headline and sub-headline. You’ve poured in hours to craft a highly persuasive copy. Your lead conversion form is simply perfect. Your CTA is spot on, and so is your page hierarchy. Every part of your landing page has fallen in place to convert your visitors.
And your landing page is ready for launch, right? Not yet.
What steps have you taken to make sure your visitors click the CTA button? Or that they will watch your video?
You can’t leave that to chance, can you? You shouldn’t. Direct your visitors where you want them to reach. Get them to focus their gaze on the action or the elements you want them to focus on.
Use directional cues.
What’s a directional cue? It is a visual element such as an arrow, pointed fingers or the gaze of a person pointing toward the most crucial part of your landing page such as your video, testimonials, lead capture form or CTA button.
This is the empty space or negative space on your landing page that attracts attention to particular elements. The use of white space can enhance user experience, simplify the page or increase the understanding of your offer.
With just a few elements to focus their gaze on, visitors will be forced to look at elements you want them to look at.
The use of human eye gaze is highly effective on landing pages. People intuitively want to look at what others are looking at. So if the model on your landing page looks at a form, it’s highly likely that the visitor will take note of the form too.
Take a look at this landing page from the Trump campaign. Trump, as well as Hillary, successfully used this technique on their donation pages.
Arrows are very popular and highly explicit directional cues out there. Their power lies in their simplicity and the fact that they are easy to understand.
You could use arrows to ensure your visitor looks at your CTA or form. Others use directional arrows to navigate users below the fold, like how Constant Contact does on its landing page.
There are many other directional cues you can use to your advantage. These include lines, asymmetrical layout, colours, pointing, encapsulation and colour contrast. No matter which technique you use, directional cues are a great way to influence your visitors to convert.
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