7 Deadly Sins for Landing Pages May 12, 2010Posted by Edwin Ritter in Trends.
Tags: landing page optimization
While doing research for a potential client recently, I came across a webinar on landing pages. Initially, I expected this topic is a slice of a piece in the long tail. Turns out that, actually, there is quite a bit of information published on landing page optimization. It even has its’ own acronym – LPO. Makes it legit for me. Tim Ash enumerates on the 7 sins and how to avoid them; he also has a book on the subject.
Here’s a synopsis from my notes on
7 Deadly sins and ways to avoid them
1) Unclear call to action (CTA) – make it simple, keep it above the fold.
2) Too many choices – group choices, use visual shortcuts
3 Too much information (TMI) on forms – simplify, only ask what is needed
4) Too much text – think inverted pyramid, make heading & headline clear
5) Not keeping promise – connect with ad content, match with visitor intent, repeat ad words, use clear information
6) Remove visual distractions – make it boring; use only relevant images
7) lack of credibility/trust – make trust marks visible and prominent, answer ‘why should I buy?’, use client badges, logos
Note the running time for the webinar.
While this is not a definitive list, it is a useful reminder on what to avoid when developing integrated campaigns across multiple platforms. Consistency is key and content is king.