The Mortal Sins When Designing Your Landing Pages
In the world of cyberspace marketing, your landing pages are your sales pitches. Literally, you only
have seconds to convince your target market that you are indeed, “the best option there is.” To
increase conversion rates is one of the primary business objectives today and landing pages play an
important role to achieve this.
Much have been said about what makes a good landing page, but what are the absolute no-no’s
when it comes to designing these conversion tools/assets?
Keep it Simple to Keep Your Customers Focus
Conversion optimization is one of the SEO services which are not meant to showcase your design
aesthetics. At the end of the day, you don’t want your prospective leads to get distracted with all the
unnecessary animations and flashy images. It’s not a design competition after all. Of course, you want
your landing sites to look professionally designed, but no too much that you take away the focus from
what you are offering.
That being said, you have to be very careful when incorporating provisions for advertisements in your
landing page designs. If your competitors have big advertising money, there’s a great chance that
they engage in re-targeting or targeted ads. The worst thing that can happen is an ad of your
competitor showing on your landing page. Giving impressions to your competitors’ advertisements is
not really wise if you want to increase your conversion rates.
Don’t Make the Process to Complicated
Another landing page deadly mistake is presentingprospective leads and customers with a very
complicated process to complete an action. This is similar to placing a number of hurdles in a track
that an athlete needs to leap over before they reach a finish line. If there’s one thing that is lacking in
cyberspace, it’s patience. People just don’t have the time to input zillions of information and go
through hundreds of steps just to complete what you want them to do. Give them the closest routed
from Point A to Point B.
Remember, the point of a landing URL is to convince your customer to take an action, not to gather
information about them. There are other SEO services available to do that so for you landing site, just
focus to increase conversion rates for your business.
Going in Without Testing
Same with other things in life, you would want to test the effectiveness of your landing page before
you go all out. Not testing can be translated as arrogance (“I know it will work”) or false, resource
wasting optimism (“Don’t worry we can always revise later).
Further, you have to keep in mind that there is no universal landing site solution to increase
conversion rates. It does not mean that if something worked for other sites, it will produce good
results for your site as well. So even the so called “best practices” should be tested.
Author is working as an Internet Marketing professional in a Boston SEO company. He likes to write
informative articles on various topics related to Internet Marketing. Through this article, he wants to
share his knowledge with people who are about to hire an SEO agency for their businesses.