FOUR. Start the user on their journey.
The design should make the next step clear and minimise the number of clicks required for response since every extra click required in response will generally reduce response by 10%. It is best practice to include the initial data capture on the first page as shown in the Salesforce.com example.
If the response mechanism is on another page use multiple calls-to action to gain response since some visitors will respond to images and some text hyperlinks. Make all images clearly clickable, for example by making them look like buttons.
Form-related approaches to improve the journey:
- Limiting the options on each page is an effective technique.
- Grabbing attention in first 30 seconds through a headline and lead that reflects ad copy and “isn’t too clever”, i.e. be direct.
- If it is a multi-page form, then draw users in with easier initial questions.
- Allow the form to be saved part way through the quotation
- Use dynamic headlines related to referrer including search keyphrase to help deliver relevance
- Use focus groups to decide what to test – marketers who are too close to the problem may disregard factors that are important to customers
This charity landing page example, provided by Liam in the comments ticks many of these boxes!
The words used to form calls-to-action are critical to create a scent trail that users of the site follow. An effective scent is delivered where the words match what the user wants to know or achieve.
FIVE. Use the right PAGE LENGTH.
This is a difficult one to give guidelines on. The right copy / page length is one that minimises the knowledge gap between what the user want to know and what you tell them.
Some designers would suggest that content must fit on one page that doesn’t require scrolling at 800 by 600 resolution. But short copy is often inconsistent with Guideline 1. Also tests have shown that page can be scrollable – users will scroll if they appear scrollable. However, it is best if key information include response mechanism are above the fold.
To summarise, I would say, make it short (for impulsive readers) AND long (for readers who want to read more).
Of course, the only way to get the length right is to test. This Marketing Experiments test
suggested that long-copy outperformed when driving visitors to a product page from Google Adwords.