Landing pages are intended to serve a single purpose. Whether it's selling a scarf or collecting subscriptions, there are only two options your visitors should be presented with:
- Complete the Goal
- Exit (Inevitable. The back button counts.)
I'm not going to tear you apart for using an existing page on your main site (you can get that beat down here). I'm going to assume you have–or are creating–a distinct, goal-oriented, landing page. Even nicely designed and clearly focused landing pages are leaking conversions because they present visitors with too many options.
Most of the time, we don't realize we're offering exit routes because they're the norm.
Kill them. Is your 'about' page laser focused on the goal you wanted your landing page to accomplish? Does it even emphasize that goal?
Menu links have their place on your main website. You need them because you want visitors to explore. You don't know why they landed on your site or fully understand their intent.
On your landing pages, they're escape routes that distract from your goal.
Popups & Automated Banners
The automated popups you have running on your main site don't belong on your landing pages. Are they repeating the same goal already presented or are they serving a completely different purpose?
Either way, shut them off. They're distracting, annoying and trust killing machines on a landing page.
Caveat: Exit-Intent Popups–that seek to accomplish the goal of your landing page–can be useful. Use them to highlight your offer or present the goal in a different manner and you might just save a would-be-bounce.
This should go without saying (but I've seen it many times), never display ads on your landing page. Are you trying to collect a couple cents off the click from an Amazon ad that's been following your visitor around or are you trying to serve your own goal?
Don't do it. Ever. You shouldn't even have ads on your main website.
Blog Posts, Fluff Content & Irrelevant Junk
I'm sure your main website content and carefully crafted blog posts are incredible. But, if they're not bringing your visitors one step closer to a conversion, they're landing page junk.
Don't distract your customers with recent posts, your latest tweets or highlight 'related' services. If you've done your advertising and targeting right, the only thing someone should want when they land on your page is to accomplish the single you've presented to them.
If you've got a great blog and want to increase subscribers, start selling them on that after
they've accomplished your landing page goal. Feature it on your thank you page and convert them a second time.
Keep it off the landing page. Maintain your laser focus.
You have a lot of followers? You want to infuse some social proof? Skip it. Unless you've created an ad campaign and landing page with the specific purpose of increasing your social following, these links don't belong on your page.
What happens when someone clicks through to your social page? They see their notifications. They get distracted. They don't accomplish your goal.
Show off your social prowess on the thank you page.
If It Doesn't Assist Conversions - It Doesn't Belong on Your Landing Page
When someone enters your landing page, you've spent money. And every time someone bounces or clicks an irrelevant link, you've increased the cost it takes to make a sale.
Eliminate distraction and you'll see a much higher return on investment. If that doesn't help your conversions, it's time to evaluate your ad campaign and landing page content/design.
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