When people arrive on your website after clicking an ad or a link, the first page they see is what is known as the ‘landing page’. The purpose of this page is to enable the visitor to buy your product, request a quote, sign up to be a member or receive a newsletter, or whatever action you had in mind.
There are many things that can distract your potential customer from completing that action. Online expert and author Tim Ash presented a webinar on “7 Deadly Sins of Landing Page Design”, for the Google Website Optimizer YouTube channel.
It’s a pretty long video, where the 7 most common problems are presented, including recommendations to fix those problems. In the second part of the video, Tim answers questions from the audience.
If you don’t have the time to watch this video, I’ve made a list of the 7 common problems in landing page design and the fixes that Tim Ash suggest.
1. Unclear call to action
Question: What does this website want me to do?
- Call to action should be clear & draw the eye
- Placement of call to action should be above the fold
- Competing calls to action should be de-emphasized
2. Too many choices
Question: What should I do next?
- Don’t present details too early in the process
- Group choices in a small number of categories
- Use visual shortcuts to reduce reading
3. Asking for too much information
Question: Is this information absolutely necessary to complete the current transaction?
- Ask only for absolutely required information
- Collect additional information at a later date
- Shorten labels and unclutter form layout
4. Too much text
Question: Do you really expect me to read all this?
- Use clear headlines and (sub) headings
- Put the important information first
- Do not write in complete sentences, use bulleted lists
- Ruthlessly edit and shorten your text
5. Not keeping your promises
Question: Is this the page I expected from clicking a link or an ad?
- Repeat the ad text or keywords on your page
- Provide clear access to the information that was promised in the ad
6. Visual distractions
Question: Where am I supposed to look?
- Make the page more boring
- Don’t let the design of the page compete with the call to action
- Remove colorful page elements and animation/motion
- Replace generic photos with specific relevant images
7. Lack of credibility & trust
Question: Why should I trust you and buy from you?
- Borrow & solidify trust
- Feature well-known trust symbols prominently
- Use client logos, brands or media coverage as ‘badges’
- Remove anxiety with generous policies & guarantees
The presenter of this webinar, Tim Ash, also wrote a book called “Landing Page Optimization“.