In order for your landing page design to be effective, you need to make it as simple as possible for people to get through you pitch, CTA, and payment process, if you wish to make the most of your traffic's potential.
Thus, you need to remove any elements that are not imperative in facilitating the transaction.
Here are a few of the most redundant features a Landing Page Design can have:
How did you get to this site?
Google analytics was invented for this exact reason, so drop the question and start using your account.
Phone number?
If you really need their number, take the personal approach. Get their email first and then ask for their number. This turns the question into something positive if you show interest in serving them better. When asking for this on your Custom Landing Page, it is not as reassuring when it is an automated question. Use it to your advantage by getting personal off of your website.
Long forms:
Look over your questionnaire...
Do you see separate categories for State, City and Zip code?
If so, then you are superfluously turning one question into three. In case you don't already know, all you really need is their zip code to answer the other two.
Forms page and distractions:
So they are on board and eager to start, the worst thing you could do in this case is distract them off your forms. Keep your forms page clear of any distractions (External links, logos, Videos). The one thing that will help your cause in this section is a secondary list of features and benefits.
If you decide to do this, it is recommended that you keep all your forms on the right hand side, and the extra list of benefits on the left. People will see the benefits first, reinforcing their desire for the product, and then see the forms.
Anti-bot captchas
If you got these, then make sure that they are easily readable. People who have trouble seeing the correct answer will decide that the computer is broken if they can't get it right the first few times. Better yet, leave the captchas hidden and not required, that way the bots will be the only ones who submit with them filled out.
Call to Action submission
Rather than reading something bland and uninteresting like "submit", put something in there that people actually want to hear. Ex: "Claim your Free Ebook" for reference landing pages. "Double Your conversions today" would be an example of a transactional CTA"
Proof of Identity:
Last month, we removed all social proof requirements from a website. As a result, conversions almost tripled the following month. This just goes to show that each question you have on your website is scaring away a percentage of your potential income. I think that says it all.
Conclusion:
Take a close look at your landing page design. Is there anything that you could get rid off? Truthfully, all you really need is a name and their billing information. Although you might think that asking them for anything else could help you understand your demographic, but have you even tried doing without it? If not, it can't hurt you to test pilot the minimalist strategy for a month, if it does not go well, you can always go back.
If you want to stand out from the competition, take a look at their design, and make your a little bit more user friendly. Include a Sales Video for the added effect of better communication to your audience.
Thus, you need to remove any elements that are not imperative in facilitating the transaction.
Here are a few of the most redundant features a Landing Page Design can have:
How did you get to this site?
Google analytics was invented for this exact reason, so drop the question and start using your account.
Phone number?
If you really need their number, take the personal approach. Get their email first and then ask for their number. This turns the question into something positive if you show interest in serving them better. When asking for this on your Custom Landing Page, it is not as reassuring when it is an automated question. Use it to your advantage by getting personal off of your website.
Long forms:
Look over your questionnaire...
Do you see separate categories for State, City and Zip code?
If so, then you are superfluously turning one question into three. In case you don't already know, all you really need is their zip code to answer the other two.
Forms page and distractions:
So they are on board and eager to start, the worst thing you could do in this case is distract them off your forms. Keep your forms page clear of any distractions (External links, logos, Videos). The one thing that will help your cause in this section is a secondary list of features and benefits.
If you decide to do this, it is recommended that you keep all your forms on the right hand side, and the extra list of benefits on the left. People will see the benefits first, reinforcing their desire for the product, and then see the forms.
Anti-bot captchas
If you got these, then make sure that they are easily readable. People who have trouble seeing the correct answer will decide that the computer is broken if they can't get it right the first few times. Better yet, leave the captchas hidden and not required, that way the bots will be the only ones who submit with them filled out.
Call to Action submission
Rather than reading something bland and uninteresting like "submit", put something in there that people actually want to hear. Ex: "Claim your Free Ebook" for reference landing pages. "Double Your conversions today" would be an example of a transactional CTA"
Proof of Identity:
Last month, we removed all social proof requirements from a website. As a result, conversions almost tripled the following month. This just goes to show that each question you have on your website is scaring away a percentage of your potential income. I think that says it all.
Conclusion:
Take a close look at your landing page design. Is there anything that you could get rid off? Truthfully, all you really need is a name and their billing information. Although you might think that asking them for anything else could help you understand your demographic, but have you even tried doing without it? If not, it can't hurt you to test pilot the minimalist strategy for a month, if it does not go well, you can always go back.
If you want to stand out from the competition, take a look at their design, and make your a little bit more user friendly. Include a Sales Video for the added effect of better communication to your audience.
About the Author:
Do YOU want to DOUBLE or EVEN TRIPLE your CONVERSIONS. Let us take care of your Landing Page Design. Also offered is Custom Squeeze Video , and Landing Page Templates, as well as Proven and effective Marketing Strategies based on Consumer Psychology.
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