🎯 Headline

“When you have written your headline, you have spent 80 cents of your (advertising) dollar.” - David Ogilvy

The headline is the cornerstone of your landing page. With 85% of visitors reading it within the first 3 seconds, it's your golden opportunity to make a lasting impression. Here's what to keep in mind:

Understanding Traffic Origins and Expectations

• Source-Specific Tailoring: Tailor your headline based on where your traffic originates. If it's from search engines, align it with the keywords and promises made in your meta description and title tag.
• Reflecting User Expectations: Ensure the headline resonates with the expectations set through your marketing channels, like organic social mentions.

Clarity on Audience and Benefits

• Target Audience and Value Proposition: Your headline should make it crystal clear who the product is for and the benefits they'll gain. For example:
  • "Proposal to payment in days, not weeks."
  • "The fastest way to design and build a website."
  • "Write, plan, share. With AI at your side."
• Highlighting Product Benefits: Be explicit about what your product offers—ease of use, time and cost savings, workflow improvements, etc.

🖼️ Hero Image

Your hero image is a silent spokesperson for your brand. It should complement and reinforce the headline, bridging any gaps in understanding.

Evaluating Hero Image Impact

💡 Quick Test: Use Google Translate to switch your landing page's language. Does the hero image still align with and enhance the headline's message? A mismatched image could skew perception of your product.

Consider these 2 images for the same product.

“Ah it’s a diet plan, a green juice and clean eating kind of thing”

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“A weight lifting plan! We’re going to lift big, get fit and smash our goals!”

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The hero image compliments and reinforces your headline. Filling in the gaps that the user might be unsure about.

When No Image Fits

If finding the right image is a challenge, it's better to opt out. A compelling headline can stand on its own without visual support.

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We couldn’t find an image that illustrated our service clearly. What kind of image says ‘We do really good Webflow and Design ’?

Testing Strategies

1. Absence vs. Presence: If no image accurately represents your service, focus on refining your headline.
2. Variation: Experiment with different images to find one that truly complements your headline.

🧭 Navigation (Nav Bar)

The navigation bar is the roadmap to your website. Users rely on it for a quick and effortless understanding of your product. Keep it intuitive and streamlined.

Navigation Optimization

• Simplicity is Key: Avoid cluttering the nav bar with too many links. Use dropdowns to organize extensive content without overwhelming visitors.

Stripe sets a prime example with five main links, each opening into dropdowns that guide users according to their interests.

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Navigation Testing Tips

1. Analytics-Driven Simplification: Remove links that lead to low-traffic pages based on your analytics data.
2. Visibility for Popular Links: Enhance the visibility of links that attract the most visits.
3. Dropdown Efficiency: Promote high-traffic internal links from dropdowns to the main nav bar for immediate visibility.

By focusing on these three foundational elements—headline, hero image, and navigation—you set a solid groundwork for your A/B testing efforts.

This approach ensures your landing page not only captures attention but also compellingly conveys your message, encouraging deeper engagement and conversion.

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