Creating a high converting landing page is a whole lot, right? And to want the landing page to look beautiful and catch visitors is an understandable desire.
But you still need it to fulfill its main function – to sell your product or service. Is it not for nothing that the landing page is also called the selling page?
So, so that all the stars converge, we, as advanced users, turn to the Internet and start googling and reading tips for creating a landing page. Guided by the fact that since it helped others, it will help us too. But no.
After reading the “useful” tips, we have collected the most common myths about landing pages and today we will tell you what you can believe and what you can’t. But, as they say, reject – offer. Therefore, among other things, we will give useful tips to help increase the conversion of your selling page.
Myth 1. The longer the landing page, the more effective it is.
This is perhaps the most common misconception about landing pages. Where and how it came from is not clear, because the idea of creating an infinitely long page does not correlate either with common sense or with real practice. Large, no, often just gigantic volumes of texts by users are not that they cannot be read, they lead to irritation, page closure and the loss of a potential buyer. In most cases, the entire meaning of a landing page can be conveyed in 2000-3000 characters.
Output: shorten the text, leaving only the most basic – a unique selling proposition, a short description of the product / service, 5-6 advantages of your company, a description of the offer, a scheme of work and a few words about the team.
A good example from our portfolio: 6 of the most basic blocks, on which 2000 characters of text are successfully located.
Myth 2. The more triggers, the higher the conversion result.
The sales page is not needed in order to pull at least some contact information out of the visitor in a last desperate attempt. A landing page is necessary for a high-quality presentation of your product / service, and only then – converting a visitor into a lead.
No need to overwhelm visitors with endless lead forms, CTA buttons, arrows, timers, medals and other “interactive”. Again: you will achieve nothing but annoyance and a huge bounce rate.
Output: remove all unnecessary from the landing page. Yes, this is exactly the case when you can say with complete confidence: “the less, the better.”
And again, let’s turn to examples of our work: both forms are minimalistic and contain only the most basic – a call to action and lines for entering contact information. Bottom line: nothing distracts from the target action.
Myth 3. If you copy someone else’s successful landing page, the conversion will skyrocket.
Spying on competitors’ landing pages is a great idea, really. But only in order to analyze them, highlight the pros / cons and develop your own, INDIVIDUAL. It is naive to believe that by placing your offer on a landing page that looks like someone else’s successful landing page, you will get a sensationally high conversion rate.
Why? By copying someone else’s landing page, you also copy someone else’s mistakes. Maybe you will get the same result as your competitors. But will he be good? Great question.
In addition, if you do not have your own ideas and advantages, then there is no need for potential clients to contact you.
Output: under no circumstances steal other people’s ideas! Think over your own concept, make your offer competitive, develop an individual design, fill the landing page with interesting content and, of course, do not forget about competent usability.
A great example of a unique product presentation: 3D model, typography + minimal design.
I came, I saw, I conquered I did it, I started it, I forgot
For many, the end of the development of the landing page means the end of the work. However, launching a selling page and leaving it alone is a gross mistake. This is a loss of conversion and profit.
After all, no matter how wonderful and sophisticated the landing page is, it is impossible to say with 100% certainty how it will work during the advertising campaign and what the conversion will be. It can be compared to a living organism that needs the careful care of a marketer or, in other words, constant optimization.
Output: you need to constantly analyze Yandex.Metrica and Google Analytics, identify problem areas, respond in time to a decrease in conversion and make changes to the landing page. But that’s half the battle: it’s important to involve those who designed the landing page in the change process. After all, a couple of awkward movements can “destroy” the landing page, and all efforts from work will come to naught.
Myth 5. The main thing is the conversion rate, the rest is irrelevant!
And again, no. A landing page isn’t necessary for someone to just fill out a form. What is the use of this? Landing page is needed so that a potential client is interested in your product / service, he becomes a real customer and makes a profit.
Therefore, you do not need to focus only on the conversion rate – you should look much deeper. What percentage of leads become customers, what is the average check, what is the profit and what is the ROI – that’s what matters.
You’d be surprised, but it happens that a landing page with a low conversion rate brings in bids that convert quite well into sales, and vice versa.
Output: Don’t put conversion rate at the forefront, especially if there is nothing to compare it to. It is much more important to know how much a lead is worth and how effectively your managers are processing it.
Myth 6. I will create a landing page and promote it in the search results
Disputes about the promotion of landing pages do not stop from the moment they appear. The Internet is replete with offers for search engine optimization of selling pages and promise a guaranteed result.
Well, there can be no disputes here. Landing pages are hardly promoted in search results. Most of the foundational elements of SEO are simply impossible to implement on a single page site. You can attract traffic to a landing page either by contextual advertising or by advertising on social networks.
Output: forget about SEO promotion of landing pages. If the issue of promotion in search results is fundamental for you, then it makes sense to create a multi-page site on a full-fledged management system and promote it.
However, the promotion period will be about 4-6 months until the desired result. But if, nevertheless, there is no goal of creating a multi-page site, then think about launching advertising and testing various sites.
Myth 7. Making a landing page is easy. I’ll watch the webinar and do it myself!
Alas and ah, but advertising of such webinars did the trick. As a result, the Internet was massively filled with template landing pages, made independently or ordered for 1,000 rubles from freelancers. They are often carbon-copy or, even worse, ill-considered and sloppy in terms of marketing, design and layout.
Creating a quality landing page is not easy at all. First, you need to analyze your competitors, decide on the main idea of the landing page. Then make a prototype of the future page according to all the usability rules.
A prototype is a block layout of a page. It is needed so that you can visually represent the structure and arrangement of the elements of the future page. Without it, you can forget about a good result.
Then you have to write a selling and catchy text, then you have to develop a design that meets the current trends in web development, but that’s not all. Landing page, like air, needs a competent adaptive cross-browser layout so that customers can conveniently use the page from any device. Will this be taught in a couple of webinars? Hmmm …
Conclusion: an effective page is obtained as a result of the work of a team of several specialists (project manager, marketer, usability specialist, copywriter, designer and layout designer).
So, we examined the 7 most common myths associated with the development and promotion of landing pages. We hope that after reading this article, you will understand that not everything is true that is written on the Internet.
PS If the thought of developing a landing page haunts you, and, as it turned out, the knowledge and skills to create a high-quality page on your own are not enough, seek advice from specialists. By the way, our Support Service is always in touch and ready to advise you. Write!