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28 Dec 2010

Landing Page Myths

December 28, 2010PPC Advertising

Many factors go into a successful Pay per click account. Proper management, budget, audience insight, and many other elements all must be up to par. However, even with these in place, you will always be fighting an uphill battle without properly optimized landing pages.  Like a mismanaged restaurant, you can round up the best clientele in the world, but if they don’t get their needs met the way they expect they’re going to walk out on you.

Over the years, there have been common misbeliefs we have come across when it comes to landing pages and getting visitors to convert. Here are a few landing page myths to consider:

Myth #1: One size fits all.

When it comes to landing pages, there is not one magic formula or template that will work for every industry and every business online. Likewise, just because a company is providing your website or shopping cart does not mean it has been tested to convert well. Successful landing pages are those that consider the audience and cater to the needs of that market. Are you selling a high ticket item? Longer copy may be needed so customers feel fully educated on your product or service. If you can price beat all of your competitors visitors may need to see specific guarantees before deciding to purchase.

Myth #2: Usability does not need to be tested.

If you want competitive advantage, run a usability test of your website. More than likely your competitors have not done the same. Don’t make the same mistake and assume visitors feel comfortable navigating your site and can find the information they need. A simple way to go about this is to find out if your website passes the “mom” test by studying how easy your mother can use your website. You may also want to invest in professional usability testing from a company such as Userlytics and receive reliable, unbiased feedback for improving your user’s experience.

Myth #3: Cool websites sell more.

For internet marketers, there is nothing worse than coming across a website with a flash intro page. Cool designs, fancy color schemes, and flash presentations may seem to impress your visitors on the surface but historically will do nothing to improve sales and can actually be a hindrance.  A site that is attractive, easy to use, and gets your point across will do much more for you in terms of sales than all the flash and glam you can squeeze into that 5-second page load time. Keep it simple and you’re sure to get better results.

Myth #4: “Build it and they will come.”

You’ve heard this as a common myth in regards to traffic, but the same principle is often assumed when we are dealing with conversions. Unfortunately, people do not take action on your website just because the option is available to them. There has to be a compelling reason to take the next step or the user will do nothing and leave, never to return again. Think of ways to incentivize, compel, and entice your visitors to take action. Develop a keen understanding of your target market so you can find their hot spots and overcome their objections. Incorporate these into your landing pages and you will watch your conversions skyrocket.

Similar to Pay per click campaigns, landing pages should always be evolving and improving on a consistent basis. Split testing is one of the best things you can do to improve your results, gain better understanding of your visitors, and stay current with the needs of your market. If you are not currently testing your pages I encourage you to do so and develop a new priority for improving your website conversion rates. You can’t always increase your traffic, but you can increase sales with each improvement to your website.