By Sean Work
The world today is cluttered and busy. With millions of pages online, people have been forced to filter their content intake. They consume only the content that is relevant to them.
The unfortunate bottom line is no one will read your great offer on your stunning landing page if it isn’t relevant. And, it can’t convert if people don’t read it. That’s why you need to write your landing page with all three types of viewers in mind – readers, scanners, and bottom feeders.
You can optimize your landing page to appeal to each type of reader. By looking at the behavioral psychology of different viewers and how they consume information on the web, you can create an effective landing page that will result in the most conversions.
1. Readers are your most loyal viewers. They start at the top of the page and read every word throughout the post. They are your ideal viewer. However, we live in a world with increasing Internet “clutter” and decreasing attention spans. Therefore, the vast majority of your audience will not fit into this category.
How to reach them – To take care of your readers, there’s just one thing you have to remember. Content is king. All you have to do to win over a reader is present clear, powerful body copy.
2. Scanners read your headline and a few sentences in the introduction. If they’re still interested, they continue to skim through, focusing on your subheadings, highlighted terms, and images to determine if a specific section is worth taking the time to read. Scanners read very little of your content, focusing instead on the words and images that visually stand out.
Scanners, most likely, will make up the majority of your audience.
Web usability consultant Jakob Nielsen found in …read more