Landing page attention ratio

[suchona.kani.z]

Sample of the aitom.cz homepageInternal page attention ratio
The goal of this page is undoubtedly to get you to click the orange button and submit your request, but there are a number of elements on the page that offer other actions.

The problem with internal pages is their design dependency . You can't afford to remove the menu or change the footer.

There are elements on the page that are meant to build trust (testimonials) and elements that present professionalism (articles). These elements can be removed to improve the ratio. The question is whether removing these elements would hurt conversion because users would lack assurance of quality.

The attention ratio is 30:1

Internal page
The page in the example serves as a landing page in PPC. It offers a web-based PDF reader. The page respects the design of the page - i.e. the menu and footer.

The attention ratio is 25:1 (more precisely 26:2 – because employment database there are two conversion buttons on the page).

Landing page


Microsite
The microsite in the example has a single goal – to download an e-book. That is what it is designed for.

The ratio is 12:1 (or 13:2 – again, there are 2 conversion buttons on the page).

Attention ratio on microsite
But attention ratio is not everything. Always think in context. It is possible to guide the user with distinctive elements - in our case, orange buttons. Of course, try to reduce the ratio, but always think about the user's interests first. It is more important for the user to be comfortable with orientation.

Generally speaking, the best option is a targeted microsite or landing page. A microsite is outside the website – it is more suitable for large campaigns, mailing campaigns, selling a special line or a new type of product. A landing page, because it is in the structure of your website, is suitable for promoting an existing offer, services or anything that needs to be promoted in the context of your company.

Test your results with A/B testing . For example, you can find out if you need quality assurance on your landing page or internal page (in our case, articles and testimonials).