10 Common Landing Page Myths to Avoid
I remember when I found out the Teeth Fairy wasn’t real. Our whole world was broken. Granted, I was about 8, but I was furious to find out that the mothers and fathers had been putting a quarter under my cushion every time I’d lost the tooth, not a sweet fairy named Daphne who resided in a castle made out of my pearly whites.
Luckily, believing in the Tooth Fairy is pretty safe. Other myths, especially the ones that affect your business, are not.
In previous posts, we’ve debunked myths about marketing software, social media, blogging, SEO, and A/B testing… but coming from never touched on landing pages.
Keep reading so you can not miss out on information that’ll assist you to convert visitors into prospects and leads into clients. We’ll debunk the most common landing page myths and arm a person with information to take your own landing pages to the next level.
Myth #1: You simply need a few of them.
Lots of people think that you don’t need several landing pages. Maybe you have the ‘Contact Us’ page along with a demo page, and that’s basically it, right? Wrong. In case you only have a few landing webpages, you’re missing out on traffic, potential clients, and customers big time.
Each new landing page you produce is another opportunity for you to come in search engines and get your link shared on social media — and better search engine rankings and social media posts mean that you may more opportunity to drive visitors and conversions for your web site.
Additionally , besides landing webpages on your website, you’re going to require landing pages to transform leads. These pages are probably not available on search engines, but will help you track how many leads have clicked into an offer and how many have downloaded your content offers.
Need more convincing about the importance of having more landing pages? Take a look at this post.
Myth #2: Short forms are better than long forms.
No form duration is the “best” — it all depends on what you’re looking to accomplish with the form. Have you been trying to get a ton of new network marketing leads? Keep the form short. Have you been trying to get really qualified network marketing leads? Make the form longer. You are not better than the other — they just address various goals.
Your form duration will most likely end up somewhere in the centre. To find your form size sweet spot, run A/B tests and adjust your own form length according to their own results.
Myth #3: If I duplicate someone else’s landing page, my conversion rates will go up.
Landing page examples and templates good jumping off points for your own landing pages, but you shouldn’t expect to plug your content straight into someone else’s landing page and find yourself raking in the conversions. A landing page is successful because of interaction of many nuanced elements — the content on the page, the style of the page, and the target audience viewing the page.
For anyone who is going to copy a squeeze page layout, use best practices in order to tweak it to help your audience convert on your offer, then test it and test it to make it better.
Eventually, a landing page will only succeed if the content offer matches the intent of the client.
Myth #4: You need to have all transformation elements above the fold.
Lots of people believe that all of the important content on your landing page should appear above the fold — supposedly, individuals won’t scroll to fill in the form or find out more important information about what lies at the rear of the form.
But the fold does not really affect conversion — KISSmetrics found that when people are motivated to convert on a page, they do, regardless of where the form submit button is. According to that article, the biggest element in increasing motivation is convincing copy, regardless of length. Therefore forget optimizing only for the fold — through A/B testing, figure out how much info people need to convert.
Myth #5: Trust seals always increase conversions.
Think about the situations in which you often see trust seals. You’re usually giving more than your credit card number or even some other sensitive contact info, right? It makes sense to get a little visual reminder that your details is safe, because you really are providing over sensitive information.
But what if you saw a trust seal on a page where you were unable giving over sensitive information? It’d become out-of-place, making you wonder the actual heck the company was really collecting from you, right? Trust elements can help tremendously on pages that need them — however they can also deter folks if they’re included on pages that don’t.
Myth #6: If you change your form switch from green to reddish, you’ll increase conversions.
Full disclosure: we’ve operate this test and found that the red call-to-action (CTA) outperformed a green CTA… but that doesn’t mean that red buttons are constantly better than green ones. That test proved helpful for that page, with that page’s design, for that page’s viewers. If you run the same test on your site, you might find which the opposite is true.
This myth goes for any color test really — there is no one right color that can convert tons and tons more individuals . Test out colors you to ultimately see what works best.
Myth #7: Landing page copy should constantly be short and sweet.
Like color, there’s no right length of landing page copy. We type of touched on this in Misconception #4, but the copy size myth is perpetuated sufficient it deserved a section of its own.
Landing page copy size is like what your educators would say when you’d probably ask them how long an essay should be — however lengthy it needs to be to cover the topic. In the case of landing pages, it must be however long you need this to be to have people transform on your landing page’s form. For complex offers that require people ponying up lots of money or their sensitive info, more information could be better. Intended for simple offers, like an e-book, you probably don’t need a bunch of landing page copy.
Such as almost all of these myths, this particular one’s nuanced. Run testing on your landing pages to find out what copy length your visitors need.
Myth #8: Conversion rate is the just metric to watch.
Getting pages are a stepping rock in your marketing funnel. You’re not just trying to get people to fill out a form. You’d hope that will eventually they’ll become a consumer from you.
So if you’re looking to get the most out of your landing webpages, you shouldn’t just look at the percent of people who converted upon that form — you need to look and see what happens right after.
What percentage of them become customers? By looking at your closed-loop analytics, you may find that a landing page that has a low initial transformation rate actually brings in clients like crazy, or vice versa… which is something your manager would care to know and fix.
Myth #9: You should include as many factors as possible on your landing page to get people to convert on something .
Your landing page isn’t a last-ditch effort to capture somebody’s information. It’s there to get people to convert on your type and move down your marketing funnel. You don’t wish to give people too many choices because they’ll get sidetracked and your conversion rate goes down. This means you should try removing your own navigation and any extraneous forms. More is not better when it comes to landing page elements.
Myth #10: You build ’em and leave them.
You could probably suppose this last myth from piece of advice I’ve recurring over and over throughout this post: Test out your landing pages. There are generally ways you can tweak and enhance them. If you build all of them and leave them alone, you’re losing out on useful conversions. Landing pages assistance the backbone of your advertising funnel — so make certain you’re getting the most you can out of them by working A/B tests often.
Creating a landing page can feel like a daunting task with the contradictory help and advice out there. That’s why you should use a landing page builder to assist you.
Editor’s note: This post has been originally published in Mar 2014 and has been up-to-date for comprehensiveness.