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Part Seven

Landing Page Design Principles - Distraction

The design principle of distraction is concerned with eliminating interactive page elements (primarily links) that can distract your visitor's focus, and lead to them clicking away from your landing page and ultimately your intended conversion goal. In this video, you'll learn about Attention Ratio and see data that shows how extra links can hurt your conversion rates.

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Landing Page Design Principles - Distraction - 6:02

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The design principle of distraction. This one's all about identifying the elements on a page that might be distracting your visitors from the thing you want them to do, your conversion goal. If you look at these Y frames here, this is a standard, typical homepage on your website. This is a landing page. Anything in orange is an interactive element. It's a link. It's taking you somewhere else. On the homepage we have 25 things you can click on. The FNAF, there's a promo slider with all the dots and the arrows. There's some feature links and then there's some links in the footer. All in all, 25 links.

This is a more standard, dedicated landing page for a marketing campaign. One thing to do, one call to action. When you're running a marketing campaign, whether it's paid ads like Google AdWords or it's email, social, retargeting, whatever it is, you only have one campaign goal; to get people to convert on the purpose of that campaign. This brings us to the concept of attention ratio. Now, attention ratio is the ratio of the number of things that you can do on a given page, 25 in the case of our home page, to the number of things you should be doing.

Remember, when you're running a marketing campaign, there's only one goal. You should be doing one thing only. My home page has a attention ratio of 25:1 and the landing page, 1:1 and this is what you need to be striving for because it can increase the conversion rates of your landing pages. Now let's look at some data. We consistently see the impact of attention ratio at Unbounce and we do our research, our data science team and more recently, our landing page analyzer, free tool, it's great, I have a link to it, allows you to put the URL of your landing page in and it will analyze it and give you a ton of actionable advice. From the first 20,000 pages that went through it, we gathered some important data.

You can see that, when the attention ratio was 5:1 or higher, the average conversion rate was 10.5%. These are lead gen landing pages. When it was between 2:1 and 4:1, 11.9 on average. When it was 1:1, the average conversion rate amongst all these pages was 13.5%. Attention ratio matters. Distraction is the enemy of conversion. This is why landing pages are so impactful and powerful for marketing campaigns because you can't just go to your web DFT and say, "Couldn't you remove the navigation." "Well, links from the home page." No, of course you can't do that but, if you create a landing page just for that campaign, you can start by default, like this without those distracting links that could take people away from the purpose of your campaign. Let's jump into the Unbounce landing page builder and I'll show you exactly how to use the principle of distraction and attention ratio, to simplify your landing page, remove distractions and ultimately increase conversions.

All right, here we are inside the Unbounce landing page builder and you can see that this page has been designed to kind of look like more of a home page or something on a website because it's got the navigation. Let's go down. It's got three calls to action there. These interaction elements are okay because they're tabs. They'll just change this content. You're not actually leaving the page. This will. That will. That will. This is a form. Three more things to do there. One there and then 10 links in the footer, it's 27:1. The attention ratio is 27:1, overall.

What we're going to do, we're going to make this more like a focused landing page that has one dedicated action. Remember, you can't just delete everything on your website but on a landing page created specifically for your campaign, you can. Let's take out these. Let's have a single CTA. Center that. Center that. Now we got a nicer flow going. I'm just going to take this out entirely because this is not a blog, this is not; sign up for a newsletter. That's not going to be our campaign goal so I'm just going to take that section out entirely.

Let's say the goal of this is to get people to sign up from the pricing grid here. What we can do is have the main call to action at the top, scroll down to the pricing grid so then these are actually okay because you're choosing a plan to move forward. At the bottom, move that and we're going to take all of these footer links out because all of them are taking you to a different page. They're not congruent with the goal of our campaign, which is to get someone to sign up. Now our attention ratio is 1:1. Its' perfect. You can see here, just this above the full experience is just so much cleaner, so much more focused on what you want people to do.

You can come in and go, "Oh, here's a headline." Super clear. Subhead for extra clarity. "Yes, I'm interested in this."

Video Transcription - The Landing Page Design Principle of Distraction