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Components of Good Direct Response Landing Pages with Tim Ash (6:30) Dr. Ralph F. Wilson , Web Marketing Today - Jun 15, 2010

In this video interview, landing page expert Tim Ash discusses the three major components of a direct-response landing page (in contrast with an e-commerce product page).

A direct response landing page should have one clear goal -- at the most two goals. You want the customer to take an action: Buy! Subscribe! Fill out a form! Download!

But landing pages are often cluttered. They often lack a clear visual hierarchy. Ash recommends a single column, so the eye-flow goes straight down the page, with a narrow column to the right with supporting details.

In the main white area, says Ash, you put the "holy trinity" of conversion:

1. Page headline
2. Action block with sub-heading
3. Call-to-Action button

The action block tells you what the page is about, what you are being asked to do. It is a visually different area and usually contains the call to action button. Instead of filling your page with details, use "more detail" links to provide additional information in a pop-over window that doesn't take customers away from the main landing page.

This type of landing page, says Ash, is a different category than the direct response long-form letter, which is its own art form, used with higher priced products.

The right-hand narrow column will have a light pastel background and contains reassurance to customers. This is important since most companies have no brand awareness among consumers. Elements in this area may include such things as: client logos, testimonials, media mentions, and the number of active users.

Tim Ash is the founder and CEO of SiteTuners.com, a conversion optimization firm that works to improve conversion rates via consulting as well as full-service landing page tests. This interview was recorded at the Search Engine Strategies Conference in Chicago, December 8, 2009.