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5 Landing Page No-No's

If you have a website or blog, at some point, you’ll want to find a way to direct that traffic to a landing page. A landing page is defined as the ‘action’ place to send your traffic. This landing page might be:

  • the main sales page for your product or service
  • a video sales page for same
  • an email sign-up page for newsletters, reports, etc.
  • content page designed to increase overall ranking

Now while these actions are all pretty basic and should be easy to present, you will find that there are mistakes that even the professionals make – with the result being lost conversions. But, we’re going to cover those mistakes here and see just how to avoid making them.

1.  Headline

Your headline – good or bad – gives you about 2 seconds to grab the readers attention before he decides to click away from your page. In today’s Internet world, there is so much information overload, and pie-in-the-sky promises being made – that your headline has to not only grab your web visitor’s attention but also has to sound real. We’ve all seen those headlines that promise $10,427 sales in one month!!! Really? I think not.

Having a believeable headline can sometimes even overcome some of the other mistakes below. However, you may find you’ll need to do some split testing to see which headline converts the best.

2.  Site Design

While we put lots of information and images on our websites and blogs, when it comes to landing pages – you want the cleanest page possible. The less clutter you have on the page, the less likely the web visitor is to become distracted or confused – causing them to click away without performing the desired action.

3.  Too Many Choices

A good landing page asks for 1 specific action – and that’s it. While some would think that having multiple choices would make people happier giving them more options – this is not true. It has been proven time and again that when presented with multiple choices – the overall decision is to make no decision and simply leave the page. Also, the action you are asking the visitor to make should be obvious and clearly marked. They should understand just what they will be getting when they ‘sign up’ and that their privacy will be protected. One final thing, don’t ask for any more information than absolutely necessary. The more information you ask for, i.e, last name, telephone number, address, zip code, etc. – the less likely you are to have people opt-in.

4.  Pleasing Presentation

Your landing page should be aesthetically pleasing. When designing a landing page the target audience and action should be taken into consideration. Don’t let yourself be tempted to use weird fonts, garish colors and cheesy clip-art.

5.  Above the Fold

With an average of 80% of web visitors spending their time above the fold (reading only what they can see on their screen once they have arrived at the page) – you should not take it for granted that they will scroll down the page and want to read everything else you have to say.

So what does this mean? It means that you should not be bashful about grabbing their attention first thing and holding it. Never assume everyone understands your offer and accepts your credibility. Be willing to look at your landing page and copy objectively. Does it explain in compelling language what you are offering? Does it make clear what they get when they sign up? Can they easily find the opt-in box? What’s in in for them?

Conclusion

It’s getting harder and harder to have an effective Internet business that makes money. However, if you can develop a dynamite landing page for a demand product or service, you’ll find yourself well on the way to making multiple conversions.


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