BY DESIGN
This is the portion of a webpage that is visible without scrolling down
upper fold
This communicates to the user that the site is legitimate
trust symbol
This directs visitors to one (and usually only one) possible action
single-purpose landing page
This principle of design communicates your unique campaign proposition on a level where the question “what is the page about?” delivers consistently accurate results
Clarity
This is the order of the information on the landing page
Information Hierarchy
This is a fictitious person meant to represent a segment of customers
Persona
The kind of landing page a user would be lead to from a banner ad for a company like Netflix
a subscription landing page
This principle of design let's the customer know they've completed the intended action
Continuance
This is what it is called when your landing page does not match the message of your ad
message match fail
This design philosophy advocates that it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device and that mobile traffic has more volume than desktop traffic
Mobile First
This kind of landing page is ideal for getting a users information such as phone number or email
a lead generation landing page
This principle of design encourages potential customers to believe you can deliver on your promises
Credibility
This measure should be used to determine which page is better when conducting an A/B test to improve a webpage’s design
conversion rate
This design philosophy advocates that websites should be designed like billboards rather than a brochure—designed for scanning rather than reading
Web Usability
This kind of landing page would be ideal if you are marketing a variety of products in a similar product category
a multi-product landing page
This principle of design encourages conversions and not distract potential customers form the desired behavior
Congruence
This is more important than website’s visual appeal
high conversion rate
This design philosophy is most likely to convert if it provides clear answers to these three questions with information easily found above the fold
What are you offering? Why should I pick you? What do you want me to do next?
The "NSAMCWADLP" approach means that whenever you create an online marketing campaign you should do this
Have a dedicated landing page designed specifically for that campaign
This principle of design establishes that the message and content of the homepage match the customers expectations
Context