Marketers and advertisers often make many mistakes with their landing pages, which is dangerous considering that they drive a lot of traffic to these pages. Tim Ash of SiteTuners, who speaks frequently about this topic, told WebProNews what these “deadly sins” are and why they are dangerous.
First of all, he points out that visual clutter is a problem. Flash and animations draw people’s attention but not to the point of conversion. Ash calls the graphic designers behind these creations “frustrated art school drop-outs.” Animations also present a problem since they often take a long time to load.
Another “deadly sin” that marketers make is giving their visitors too many choices. When there are links to a business’s partners, affiliates, and more, it does nothing but confuse the visitor. Instead of overwhelming people with these choices, Ash suggests putting just 2-4 options on a landing page.
Thirdly, one size doesn’t fit all with landing pages. Unfortunately, some businesses market through different channels but send all the traffic to the same landing page. This methodology doesn’t work because people are coming from different traffic sources and need landing pages that match their original intent or keywords.
“The best practice is really to have as many landing pages as you need with specific themes or background thought processes that the visitor might have,” Ash said.
A fourth “deadly sin” is when marketers put too much text on the landing page. In this age of technology, people have an even smaller attention span than they had before. For this reason, marketers need to keep it short, simple, and to the point. If they do need to add more information, they should put it in other links.
The last problem that Ash discusses is the sin of asking for too much information. As he explains, marketers often get greedy and try to get names, email addresses, and more for future use. However, he believes that marketers should only ask for the information that is necessary to complete the current transaction. According to him, users are more likely to spread word-of-mouth and influence by their own free will. He also said that if they are pleased with what they received, the chances are greater for them to visit again and even possibly give more information willingly.
For more on landing pages and how they can lead to conversions, check out Tim Ash’s Conversion Conference.