In the world of cyberspace marketing, your landing pages are your sales pitches. Literally, you only have seconds to convince your target market that you are indeed, "the best option there is." To increase conversion rates is one of the primary business objectives today and landing pages play an important role to achieve this.
Much have been said about what makes a good landing page, but what are the absolute no-no's when it comes to designing these conversion tools/assets?
Keep it Simple to Keep Your Customers Focus
Conversion optimization is one of the SEO services which are not meant to showcase your design aesthetics. At the end of the day, you don't want your prospective leads to get distracted with all the unnecessary animations and flashy images. It's not a design competition after all. Of course, you want your landing sites to look professionally designed, but no too much that you take away the focus from what you are offering.
That being said, you have to be very careful when incorporating provisions for advertisements in your landing page designs. If your competitors have big advertising money, there's a great chance that they engage in re-targeting or targeted ads. The worst thing that can happen is an ad of your competitor showing on your landing page. Giving impressions to your competitors' advertisements is not really wise if you want to increase your conversion rates.
Don't Make the Process too Complicated
Another landing page deadly mistake is presenting prospective leads and customers with a very complicated process to complete an action. This is similar to placing a number of hurdles in a track that an athlete needs to leap over before they reach a finish line. If there's one thing that is lacking in cyberspace, it's patience. People just don't have the time to input zillions of information and go through hundreds of steps just to complete what you want them to do. Give them the closest routed from Point A to Point B.
Remember, the point of a landing URL is to convince your customer to take an action, not to gather information about them. There are other SEO services available to do that so for you landing site, just focus to increase conversion rates for your business.
Going in Without Testing
Same with other things in life, you would want to test the effectiveness of your landing page before you go all out. Not testing can be translated as arrogance ("I know it will work") or false, resource wasting optimism ("Don't worry we can always revise later).
Further, you have to keep in mind that there is no universal landing site solution to increase conversion rates. It does not mean that if something worked for other sites, it will produce good results for your site as well. So even the so called "best practices" should be tested.
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