Graphics Are Distracting
It doesn't matter if your landing page is all text, all video, or a combination of the two, the content needs to be the focus. However, many people spend as much time and/or money designing graphics and other gimmicks to make their landing page stand out. In reality, a premium headline will draw the readers attention and keep them involved more than a bunch of graphics, regardless of how great they are. Have you even been on a landing page and though to yourself, “These graphics are great”? By the time you were scoping out the awesome graphics, were you remotely interested in actually purchasing the product? Most people aren't. They may remember “the look” of your landing page forever, but that doesn't matter if they don't actually take any action.
The More You Want, The Longer It Needs to Be
This simple landing page tip can dramatically affect how well your landing page converts. If your landing page is only going to ask for an email address, then it does not need to very long. If you are actually trying to convince them to buy a product, then the landing page needs to be much longer. If you are selling something for $20, then the copy should be shorter than if you are selling a product that is $200.
Don't Over Test
This landing page tip has a tendency to draw a lot of criticism, but take a moment to assess the value of your time. There are a lot of different tweaks and adjustments that you can make to your landing page over the course of time. If you spend all of your time testing your landing page, then you are spending less time on creating new landing pages or working on generating other profit streams
Of course testing your landing page is important, but you will reach a point of diminishing returns. This means that eventually the amount of time that you spend testing will eventually show negligible benefits, and thus no longer justify the time spent testing it. While being a little obsessive is beneficial, there is point where it becomes detrimental. It's up to you to track the amount of time that you spend testing and the improvements that your conversion rate is showing. Only then, will you be able to determine if you have hit a point of diminishing returns.
When it comes to designing an effective landing page, there are many different schools of thought, however there are some landing page tips that are fairly universal. Minimizing the use of distracting graphics, overall length, and over testing are definitely part of that group. At any point in time, you have probably forgotten more tips that you actually remember, but that is because so many tips, tricks, and rules exist. These three landing page tips should definitely not be forgotten.
One FREE resource you can use to build and test landing pages quickly and easily is TE Toolbox, a set of tools put together by Traffic Exchange experts Tim Linden, Paul Kinder and Jon Olson. Click the banner below for more details.
David Hurley
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