Creating landing pages is a basic part of creating your website. However, don’t fall into the trap of believing a number of common landing page myths that exist. Here are 10 common landing page myths to avoid —
1. Too Much Text Is Always a Bad Thing
It’s true that in some cases, too much text can be overwhelming. But remember that text can also help you to tell a story and provide customers with valuable information. If you’re using a lot of text, incorporate design so it’s easy to read and navigate.
2. You Only Need a Couple Landing Pages
You don’t just need a landing page for your home page, about page, and contact page; if you don’t have multiple landing pages, you’re missing out on traffic leads and customers. The more landing pages you create, the more opportunities for engagement there are.
3. You Only Need to Pay Attention to Conversions
While conversion rate is certainly an important metric to be watching, it’s not the only one that you should pay attention to. In addition to your conversion rate, you also want to look at what happens after a user is converted on a page.
4. Once They’re Built, They Don’t Need Updating
This is a big mistake! Never make a landing page and then leave it for months without any TLC. Test your landing pages frequently to see how and where they can be tweaked for optimal effectiveness.
5. You Can Just Copy Another Company’s Landing Page
If you notice another company’s landing page and think that it’s great, you may be tempted to copy it and think that you’ll get the same results. The truth is, effective landing pages incorporate more than just what you see as a user. While design elements can be helpful to copy, remember that effective landing pages aren’t just about design.
6. All Calls to Action Should Be Above the Fold
You want calls to action where customers can easily find them. But that doesn’t mean that every single call to action on a landing page has to be at the top or above the fold. If a customer does make it to the bottom of a landing page, there should be a call to action for them there, too.
7. You Have to A/B Test Everything
There’s no doubt that A/B testing your page can help to provide you with clues about how to improve it and what works best. But you don’t have to A/B test everything, and doing so is likely a waste of time and resources. Talk to a professional about what elements you should A/B test.
8. Design Should Be Your Priority
Design should be important, but it’s not the only thing you should prioritize. Great design will get you nowhere if the content isn’t effective; the two elements should work together and complement each other.
9. You Should Put as Much Information as Possible on a Landing Page
You want your customers to have access to important information. But that doesn’t mean that it all has to be in one place. Use links and calls to action to direct your customers to other pages on your site for the information they need.
10. You Don’t Need to Partner with an Experienced Company
Think that you can create an effective landing page without the help of a professional? Think again. Your best bet for engaging the maximum number of customers is to work with an experienced digital marketing company.