Problems with YOUR landing page design
If you wish to be successful on the internet, whether it be PPC advertising, or search engine marketing, or even email lists, it is imperative that you obtain a decently constructed Landing Page Design. Many website’s seem to lack this attribute.
In many trials of correcting people’s landing page designs, It became clear to me that everyone seems to make the same mistakes, in one way or another.
Today, I will be discussing the most common flaws I’ve come across over the years:
Scanability
Your landing page design needs to be optimized for one objective, leading people down a predetermined track to your call-to-action and nothing else.
You design will be much more effective is you eliminate the things that could possibly disrupt this process and take readers off your website.
Top and side bars
These are a vital part of every other page on your website, but NOT your landing page. People can’t seem to grasp this idea, and tend to consider that further navigation is something they want. This is not something that stimulates conversions and leads to lower success should you encourage it.
External Links
If you have ads, testimonials, or any other content expressing someone else’s material, make sure that you take away any hyperlinks that will take them off when designing your landing page.
call to action
You can’t argue that the call to action is the life-blood of your landing page design. Take the time to properly word it so that it gives people incentive to act.
Rather than reading something simple and boring like “click here to get started”, give them some incentive to click it. It should read something that they are eagerly awaiting, such as “Get your FREE___”. You get the idea.
Credibility
As the internet progresses, prospects grow to be more and more conservative with the information they give out. People that have been horribly spammed will be more careful of who get a hold of their emails. If they had problems with telemarketers, they will most likely cringe at the idea of giving you their numbers. Alleviate their doubts of your landing page by proving that you will not be a problem.
Here are 3 examples of how you can do this:
Privacy policy- Make it clear and visible so they can spot it easily. To the right of the CTA button is a good spot.
Proof of good service: Add the logos of any reputable companies you’ve served, or the names of well known personalities. Even if you don’t have anything that people will instantly recognize, put it down anyways. Its as important as you make it look.
Forms: Keep forms to a minimum. If people cannot understand why you need the information you are asking for, they will consider this questionable. To sum it all up, it doesn’t help.
Clean it all up:
Make sure that your website is organized in a way that does not disrupt attention off the main goal. If there is anything you can cut back on, go ahead and do it. Keep all your strongest material above the fold and let go of any second rate elements.
Format your information so that everything has a defined section for itself. You need to find a balance between being conservative with space, while retaining as much “flare” as possible.
SEO
Did you know that Google “Adwords” decide PPC ad placement according to their relevancy scores?
That means, if you are bidding the same amount as a competitor for a keyword, you need to implement proper SEO techniques in order to rank the highest.
In order to do this effectively, make sure that you use the keywords you are going for in your text, preferably in the sales copy, as well as using descriptive HTML tags and Meta descriptions.
Fine tuning
Now it is time to play around with your Landing Page Design and see what works best with A/B testing. Changing your Call-to-action button is one of the easiest ways to increase conversions. Also trying fine tuning the Headlines, Font sizes, pictures sizes and placement, Bullet copies, and general site colors in order to achieve optimal productivity.
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