In this expert webinar, Catherine presents a useful framework for optimising your landing pages – by following the Government’s behavioural insights team’s advice to think EAST – Easy, Attractive, Social, Timely.

How to make your landing pages easy:

  • Keep your content simple, clear and short.
  • Harness the power of defaults.
  • Reassure your users as they move through your content.
  • Create logical pathways for them to follow.
  • Break down tasks into simple steps.

How to make your landing pages attractive:

  • Look for ways to arrest the eye.
  • Use compelling language.
  • Show outcomes and rewards.
  • Harness the perception of choice.

How to make your landing pages social:

  • Show real people speaking.
  • Use social proof – encourage the herd mentality.
  • Think ‘you’, not ‘us’.
  • Remember empathy is social.
  • Harness the power of social rewards.

How to make your landing pages timely:

  • Make the most of topical opportunities.
  • Use insights to get your timing right.
  • Add urgency triggers.

For lots more ideas and examples showing these tips in action, check out the webinar now