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The term “fold” comes from newspapers that are folded in two and you can only see the top part of the paper before deciding if you’re going to buy them. That’s why you’ll usually see the most interesting headline in bold “above the fold” in almost every newspaper. So laying out your website has two parts basically, above the fold and below the fold. Let’s start out with what we would like to put above the fold. The above the fold line is usually between 570-600 pixels long. Crafting the headline is done through the use of the power techniques we learned earlier. The headline should be one sentence long. If you find yourself still having more important things to say you can also add a smaller sub headline as shown in the wireframe above. Keep in mind that when it comes to webpages, less is usually more. People don’t spend a lot of time reading on webpages, they usually skim through them. That’s why shorter and to the point text is much better than long cumbersome paragraphs. http://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/. Below the headlines comes the CTA (call to action). This should be a very clear button or link stating the benefit of following through on that action - for example, if you look at 99Bitcoins’ homepage you’ll see the following. As you can see there’s a very clear headline with a great benefit. A sub headline with additional features and a clear call to action button that explains the outcome of that action.
If you still have room above the fold to enter some more information you may want to consider showing some social proof in the form of a testimonial, or even better, logos of news sites that wrote about you with a link to the article. But remember that the part above the fold is the only part of your website a 100% of your visitors see, so it has to be very precise in its marketing message. So many companies talk about themselves in this part instead of the benefits they can give their visitors; it’s just a shame. Here’s a good example for a well-built above the fold section from a website called Brawker. Ask yourself this - if you would have arrived at this site would you immediately understand what benefits you’d get out of it? I know I would. The value proposition is very clear, the call to action is short and simple and the button states the outcome of what will happen afterwards. You’ll also notice they don’t even mention the site’s name at all and that’s a good thing. Nobody cares about your brand, trust me. All they care about is what you can do for them, that’s how people are programmed in their core. So make sure to make that completely clear and don’t waste and text on mentioning your brand or anything that isn’t related to that. Going back to our diagram, below the fold you should insert additional features and social proof. The layout I suggested above is one way to do it and you’ll probably see a ton of other ways as well. Just make sure that if you put any text on your landing page you understand it’s purpose.
At this point the purpose should be to create desire. As we’ve discussed earlier, you can put some frequently asked questions here in order to avoid sticking points, display some testimonials or even give some sort of a demo of your product. Don’t forget to incorporate additional CTAs if the page gets to long since you don’t want the user to have to scroll all the way up to the top of the page in order to follow through on your offer. For the final example I’d like to take Local Bitcoins - a website dedicated to help you find people who are buying or selling Bitcoins near your location. See how simple the above the fold section is? A very clear benefit, very specific features (7757 cities, 240 countries.). There is however one thing I think they could have done better. Can you see it? The call to action. There seems to be two calls to action here, which may confuse the visitor. One says “sign up free” which is pretty standard text and not that exciting. The other says “find offers” which is much better in my opinion since I understand what I’ll get once I click the button. So if I could make one improvement to this page it would be to remove the “sign up free” CTA and leave only the “find offers” CTA. That’s all there is to it, hopefully you know understand how to lay out your homepage or landing page for your product. Now that we’ve covered all of the basics we’re ready to move on to actions. In general there are four main marking channels we will use when promoting anything online.
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