Advertisement

3 Landing Page Mistakes to Avoid

by Tim Ash February 9, 2012
1
Get the Flash Player to see this rotator.
 

The following article is excerpted from the DirectMarketingIQ special report, "Perfecting the Landing Page: The complete guide to landing page optimization, including: Best Practices for getting to know site visitors, avoiding landing page turnoffs, testing strategies, 4 Case Studies, and more!"

Regardless of your industry or who your target audience is, the goal of your landing page is simple: It must efficiently and effectively inspire the visitor to complete your conversion action.

Unfortunately, Web designers are rarely trained in conversion optimization, and marketers are often hampered with brand standards that end up taking priority over basic optimization principles. The end result is often a landing page that turns away visitors instead of engaging them.

Here are three landing page turnoffs that can kill your conversion rates, so avoid them like the plague!

1. Lack of Clarity
The landing page usually has a single immediate conversion goal, such as downloading a whitepaper, activating a free-trial account, registering for a webinar or making a purchase. Whatever that purpose is, it must be crystal clear. The visitor should be focused on taking a simple path that leads to the desired conversion action. Putting too many choices of what to do on the page can be paralyzing for your visitors.

A disorganized page increases the visitors' "cognitive load" and forces them to spend time simply trying to figure out in what order they should digest the information that you have presented. As the title of Steve Krug's book on web usability so elegantly puts it: "Don't Make Me Think."

To avoid this turnoff, prune your landing page of unnecessary choices that can lead visitors away from your conversion goal and send them to less important content on your site. If your page includes minor or supporting conversion actions in addition to the primary conversion goal, resist the urge to give all the goals equal emphasis. Minimize the prominence of the supporting goals and allocate a disproportionately larger amount of screen real estate to your main goal.

2. Lack of Credibility
No one wants to be the fool who fell for a ruse and had to deal with the consequences. Your visitors may be seeing your company for the first time, and do not know how much trust to place in your information.

 
1
 
 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

MORE ON DIRECT MAIL >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

MORE ON EMAIL >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW