How to attract attention to the target action

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Remember the main goal of the landing page
Even if the landing page is not aimed at sales, it is important that the visitor performs the target action - application, registration, purchase. 70% of the success of your landing page lies in the correct communication with the visitor. It is important that he does not lose sight of the target action that you offer him to perform.

In my work I have to look through a lot of pages, and based on this experience, I have identified several important points on how to attract attention to the target action.

Here is an example of a landing page that offers to get a free guide. This block is noticeable on the page and is repeated on the page over and over again. It is not enough to put a button with a target action bahamas consumer email list on the first screen and not use it anywhere else. One of the main mistakes is to put a call-to-action button once on the entire landing page.

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Consider the Z-shaped structure of the page
When a visitor looks at a landing page, they scan the overall composition according to a certain pattern. Research has shown that the average person's gaze travels along a landing page in a trajectory similar to the letter Z.
This is what the first screen of the landing page looks like.

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And this is an approximate trajectory of human perception of the landing page. Points 1,2,3,4 are the places where a person will transfer their gaze and where they can stop. The key structural elements of the landing page and call-to-action buttons should be placed exactly at these key points.