3 Common Landing Page Flops To Avoid

In a previous article, I covered 3 Common PPC Ad Copy Flops. In this article, I’ll cover common landing page flops and discuss ways in which pages can be tweaked to improve conversions, overall marketing messages and various other factors. Some of my examples relate to common webpages but logic can obviously be applied to PPC landing pages.

Landing Page Example #1 – Unclear Call To Action

This is a very good example of a page with no clear focus. Because there are too many words on this page, it does not have a main focal point or direct you to take a particular action. Left to guess, you’d probably select a category and topic at the top of the page, press go and see what information it brought back.

Customer actions should not be left to chance and pages should be designed with specific objectives in mind. Here’s a better page:

The above page is clear and specifically tells users what they need to do and how many steps it will take for them to get the information they seek.

One of my most favorite tests is not to add new elements to pages but to remove elements. If there’s no difference in overall conversion rate, the information has no business at all being on the page. You’ll notice the latter page is much less cluttered than the former one.

Landing Page Example #2 – Too Many Form Fields

This is an issue many companies suffer from. In the form below, Criteo has 12 required elements including phone no, email and requires the prospect to answer very personal questions.

Additionally, this is one of many lead forms the company has (they have others for advertisers, publishers, journalists, shoppers, etc.). It makes the company look like a machine, seem impersonal and like they want to close a sale fast.

A better way is to think in phases, starting with getting basic contact info, then askis for additional information by follow up email or via a direct phone call to the prospect.

Take a look at the Cityproof example below:

For more information on form optimization, check out my article called 10 Form Optimization Tips for Landing Pages.

Landing Page Example #3 – Images On Page

The best images are images of your actual products or services. In the example below, the image of a man losing his temper over a timeshare purchase or share issue will not convert as well as images of products or services themselves.

In this case, compelling images of the timeshare would have been a better image option.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: SEM | Paid Search Column

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About The Author: was recently voted the 2013 Most influential SEM. She is the Vice President of Online Marketing Strategy at Page Zero Media where she focuses on search engine marketing strategy, landing page optimization (LPO) and conversion rate optimization (CRO).

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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  • neal hamou

    Great article. I completely agree with you that sometimes the best way to increase conversions is by removing items from the landing page. It is very important to have a clear call-to-action whether it is a phone call, form fill, newsletter signup or even a purchase.

  • http://www.jchweb.co.uk/ Jack Hutchinson

    Unfortunately calls to action are quite often forgotten by web designers so customers are left with a great looking site, but customers don’t actually know what to do when they get there! 

  • http://www.labeshops.com Lori Anne Brown

    Great examples. I wonder about your thoughts on ecommerce sites – do they need landing pages? Should an online store focus on landing pages or just showing off their products as a catalog? I’ve been struggling with the idea of landing pages for stores for a while now and have seen very little advice published on the topic.

    Certainly a site for a service or single product can benefit from landing pages to tell you what it is they do or focus on the benefits of that one product. But when you have hundreds of products, can a landing page and call to action benefit?

  • cathydunham

    The most difficult Landing Page is often the home page – especially when the company offers many diverse services (or products)! Clean, concise, intuitive navigation is obviously a huge element, but ensuring that top level services are visible within a brief 3-5 second glance (such as using a slider or rotating image feature) can be very tricky. 

    For well-known brands (like Apple, Target, Nike), people “know” the general offerings and are willing to linger to locate specific items or check out new products. For lesser-known brands, viewers may not realize the full extent of the company’s offerings. If key solutions don’t quickly appear at first glance, the visitor is gone in a snappy click to someone else’s site.

  • http://twitter.com/JLangensand Jessica Langensand

    Good article and important points to remember – especially when the goal of your landing page is to capture a name! A few other things we keep in mind (and test), are the location of forms on a page, colors of buttons, fonts, and backgrounds, as well as varying offers/copy. 
    - Jessica with Marketo

 

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