5 Landing Page Mistakes that Crush Conversion Rates

A landing page is a place you send traffic when you really want some action. And no, this has nothing to do with Craig’s List personals.

It can be a sales page, an email opt-in page, a video landing page, or even a content landing page designed to rank well in search engines. As you might have guessed, there are a lot of ways to screw these up.

Here are five of the most common mistakes people make with their landing pages. More importantly, I’ll tell you how to avoid making them yourself.

1. Blowing the headline

Landing pages live or die by the quality of the headline. It’s your two-second chance to overcome the swift and brutal attention filters we’ve developed due to information overload and poorly-matched promises.

Often, a better headline alone will boost the effectiveness of your landing page, and even overcome some of the other mistakes below. Split-testing different headlines is relatively painless, and can bring you much higher conversions compared with multiple other tweaks.

2. Using your regular site design

Most of us who use content marketing as an attraction strategy use a content management system, such as WordPress. That means we’re using design themes for the visual presentation of our sites.

While your typical sidebar and header approach to a blog post is fine, when it comes down to traffic hitting a landing page with a singular focus on specific action, all of that extraneous stuff causes confusion, distraction, and reduced conversions. Lose the clutter and create the cleanest page possible when you want some action.

3. Asking for more than one thing

The idea that more choices make people happier has been proven to be a psychological fallacy time and again. This “paradox of choice” reveals that when given multiple options, the decision ends up being not to choose at all.

An effective landing page asks for one specific action, and that’s it. And don’t forget to actually clearly ask for that one specific thing, which is an even bigger conversion killer if you don’t.

4. Ignoring basic aesthetics

Why is it when some people decide to ask for some action, they lose their minds on the appearance of the page? Bad fonts, garish colors, cheap highlighting, and silly clip art do not make for better conversions in most cases. What they do is crush your credibility.

While using your standard blog theme is distracting and confusing in the landing page context, there’s no need to become the typographical equivalent of a carnival barker, either. Great landing pages use fonts, colors, and visuals that are tailored specifically to the audience and action you desire, thereby enhancing the experience and boosting conversions.

5. Being lazy

Did you know that web users spend 80% of their time above the fold? Does that mean people won’t scroll down the page? No, it just means you can’t take it for granted that they will (instead of leaving).

Don’t be lazy about grabbing and holding attention. Don’t assume everyone instantly “gets” the benefit of your offer the way you do. Don’t overestimate your credibility. In short, don’t drink your own Kool-Aid. Think about it from their perspective, and you’ll realize you might not be all that (until you unequivocally prove you are with compelling copy).

Want more landing page tips?

From here, I’m doing an exclusive series on effective landing pages, but only for subscribers to our Internet Marketing for Smart People newsletter. You’ll get more landing page articles, access to multimedia content not otherwise publicly available, and the inside track (and an exceptional deal) on an exciting new product that makes landing page mistakes a thing of the past for WordPress users.

Sign up here for free.

About the Author: Brian Clark is founder of Copyblogger and CEO of Copyblogger Media. Get more from Brian on Twitter.

Share--> Copyblogger runs on the Genesis Framework

Genesis empowers you to quickly build incredible websites with WordPress. Whether you're a novice or advanced developer, Genesis provides the secure and search-optimized foundation that takes WordPress to places you never thought it could go.

Take advantage of the 6 default layout options, comprehensive SEO settings, rock-solid security, flexible theme options, cool custom widgets, custom design hooks, and a huge selection of child themes ("skins") that make your Genesis site look the way you want it to. With automatic theme updates and world-class support included, Genesis is the smart choice for your WordPress website or blog.

Find out more about the framework featuresCheck out the Genesis demo and the variety of child themesSee example designs in the Genesis design showcaseBookmark and Promote!Like this post on FacebookSubscribe to CopybloggerBookmark on del.icio.usDigg this postStumble this postFurther ReadingThe Ultimate (Free) Landing Page ResourceThe Secrets to Landing Pages that WorkLanding Pages Turn Traffic Into MoneyThe SEOmoz Landing Page Contest: Entries Judged by Live Multivariate TestingHow Crappy Landing Pages Kill Email CampaignsSites That Link to this Post5 landing page mistakes that can happen « Online Presence Management Social Media Specialists, India | January 20, 2011 Landing Pages & Conversion | Baitbox.co.za | January 20, 2011 Listed on FAQPAL.com | January 20, 2011 Landing page mistakes to avoid | The Full Noise blog | January 21, 2011 CommentsRandy Kemp says: January 19, 2011 at 9:25 am

Brian:

Landing pages are important and I’m happy you cover these.

You made some great strives with the 5 main points.

Some celebrity copywriters I know put much emphasize on a good headline. It makes sense. If you didn’t have an enticing headline, then nobody will want to read the copy body.

The other element people skip to is the P.S. (usually, you will also find a P.P.S.).

As Joseph Sugarman (i.e. legendary copywriter, marketer and entrepreneur) used to say, ” the purpose of the headline is to get you to read the first line…the purpose of the first line is to get you to read the second line…etc….Yada, Yada, Yada.” Actually, I got the Yada stuff from Jerry Seinfeld.

Also, the copy deck is useless without good layout and graphic design – as you correctly point out.

Great. Now I’ll fly my imaginary airplane over to the Copyblogger landing page airstrip.

Randy

ReplyDerek says: January 19, 2011 at 9:32 am

Good ole Sugarman… I still like how he called that the “slippery slide.”

ReplySonia Simone says: January 19, 2011 at 10:30 am

Any good copywriter puts serious work into the headline. As you point out, if the headline doesn’t work, the rest of the copy doesn’t get read — which means it doesn’t matter how brilliant it is.

ReplyRadu Tyrsina says: January 19, 2011 at 9:48 am

So, you’re suggesting to totally change the site design on a landing page?

ReplyDerek says: January 19, 2011 at 10:01 am

He didn’t say that. He said you should keep your site design the same. However, you should eliminate distractions that takeaway from your overall goal.

For example, if you take a look at the Content Marketing 101 series. You’ll see an introduction to Content Marketing, a few articles about content marketing, some social proof, and then, a call to action.

http://www.copyblogger.com/content-marketing

You’ll also notice that he got rid of the sidebars on that page. Chances are, ditching the sidebars helped increase conversion rates on his form.

ReplyMike says: January 19, 2011 at 10:27 am

No he’s not he is suggesting on cutting down on the clutter normally placed on your site. This might mean getting rid of top level navigation so the user has nowhere to go or get distracted or losing any cross sell messaging.

You can create a landing page design that compliments your larger site and still fell part of ‘the brand’

These are things you can test easily to see if conversion rate increase or decrease.

ReplySonia Simone says: January 19, 2011 at 10:33 am

The way we usually do it is to use a design that’s related, but highly streamlined, with sidebars removed so the focus is entirely on the content and the action we want the reader to take.

Here’s an example. The design is closely related, but distracting elements are removed.

Some people go with a completely stripped-down look, just text on a white background with headers, etc. removed as well, but that can be jarring for the reader, who can think she’s been sent to a totally different site. But it can work, and it’s worth testing.

ReplyBrian Clark says: January 19, 2011 at 10:36 am

Radu, Mike is right, although in some cases a complete clean redesign might be in order, usually it’s something that is a cleaner and specific to what the page is supposed to accomplish.

For example, our IMfSP email opt-in page. Notice that while the Copyblogger color scheme is maintained, the header is custom to the newsletter. The red bar navigation is gone, as is the side bar. Even some of the styles within the body have been changed.

ReplyAgentKnowHow says: January 19, 2011 at 10:51 am

I’ve had some success with using the same header as my primary site and zero navigation except for the log in on my landing page. My current theme on my primary site allows me to build custom landing pages and remove the side bars. Why would you want side bars on a landing page anyway? Agreed that less options leads to a higher conversion rate.

ReplySteve@Internet Lifestyle says: January 19, 2011 at 9:51 am

Brian,

Thanks for the tips on landing pages. as Randy said above it really is essential that she now everything sequence to keep the reader reading and getting deeper into your landing page. A blown title or horrible design or terrible aesthetics just ruin the whole page.

ReplyMark says: January 19, 2011 at 9:55 am

So in other words, basically do everything on the IMFSP page you sent us to at the bottom of the post. Got it.

ReplySonia Simone says: January 19, 2011 at 10:53 am

It would be pretty lame if we told you to do one thing and we did something completely different.

ReplyBrian Clark says: January 19, 2011 at 10:55 am

For an email opt-in page, we’d like to think that’s a good example. But remember, that’s only one type of landing page.

ReplyDerek says: January 19, 2011 at 11:11 am

The only thing missing from the IMFSP page is a little Social Proof. Although, I suspect that was intentionally left off.

ReplyBrian Clark says: January 19, 2011 at 11:19 am

Derek, we’re relying on 5 years of quality free Copyblogger content for our proof. Now, if we were throwing cold PPC traffic at that page, it would be different.

Actually, it would be a completely different page for that traffic.

ReplyDerek says: January 19, 2011 at 11:22 am

Yep, and that’s why I mentioned that you left it off on purpose . I think, for most people, they would be better off including social proof, though.

ReplyBrian Clark says: January 19, 2011 at 11:26 am

Yeah, even a blurb or two for readers might not hurt. But that page converts like crazy as is. This is what I say about the power of content marketing — if you’ve developed trust and credibility with content, you’re about 85% of the way there. It’s the final 15% that even trusted people screw up and get lower action numbers than they should.

lynn says: January 19, 2011 at 9:58 am

I think I read on another blog (might have been Andrew & Daryl Grant’s) that putting an opt-in form on their sales page reduces sales conversions by 75%. I have seen bloggers put up a “sales page” for an ebook or something as a regular blog post, and the blog has an opt-in form on the sidebar on every page, so their conversions must be abysmal.

ReplySonia Simone says: January 19, 2011 at 10:36 am

That’s assuming that the opt-in isn’t the conversion they’re looking for — in other words, the action they want the reader to take.

This points to Brian’s mistake #3. If you’re asking for a sale, don’t ask for an opt-in on the same page. You have to pick. (Seth Godin wrote a great book on this about a million years ago, called The Big Red Fez.)

ReplyChris Johnson says: January 19, 2011 at 11:22 am

You have to pick. Damn.

So much I’ve learned these past 2 years, and so far to go. Damn Damn Damn Damn Damn.

ReplySonia Simone says: January 20, 2011 at 12:34 pm

If you could figure it all out in 6 weeks, it would be really boring.

ReplyMKR says: January 19, 2011 at 9:59 am

Sometimes I have trouble just editing a post if my headline is weak. Everything seems to perk right up once it’s fixed.

It’s weird.

ReplyBest Media says: January 19, 2011 at 10:19 am

Thanks for the tips, they will come in handy when i finally get round to making my landing page.

ReplyGeoffrey Gordon says: January 19, 2011 at 10:30 am

Great Insights !! We have just finished doing a re-brand on our website with this exact focus. I definitely agree with the cheap clip art and fonts aspect as well as using themes. If you going to be on the internet make a statement, or expect less than results. Often new business owners go for the cheaper option in design which is why they get less than desirable results.

ReplyAlex Ramadan says: January 19, 2011 at 10:33 am

All great tips and points we should take notice of.

Here is a great look @ the Anatomy of the Perfect Landing Page.

http://blog.kissmetrics.com/landing-page-design-infographic/

ReplyShane says: January 19, 2011 at 10:38 am

I’ll go back to Rosser Reeves. Sure, he was decades ago but to me the ultimate landing page constructs a Unique Selling Proposition in such a way that I don’t feel “sold” but I feel like I’ve made the right decision and most importantly that I’ve taken action.

In other words, why is your product beneficial to me and why is it something I can’t get anywhere else. This all falls under Brian’s tip of “Asking for more than one thing”….we tend to drift when we write.

ReplySonia Simone says: January 19, 2011 at 10:41 am

Studying great copywriters is always well worth your time, whether they worked in the 1890s or the 1920s or are writing Google Adwords campaigns. Effective copywriting — intelligently tweaked for context — is based on human nature, and the same principles keep on working.

ReplyBrian Clark says: January 19, 2011 at 10:44 am

Shane, good point. My updated version of the USP for landing pages is called the “premise.” I’ll be talking about it on tomorrow’s podcast.

ReplyShane says: January 19, 2011 at 11:55 am

Thanks Brian…definitely look forward to that….

ReplyKasey says: January 19, 2011 at 10:53 am

What’s the CopyBlogger consensus on those Gary Halpert style sales letters.

Brian said – “Bad fonts, garish colors, cheap highlighting, and silly clip art do not make for better conversions in most cases. What they do is crush your credibility.”

BUT – guys who are supposedly “legendary copywriters” like Halpert, David Garfinkel and John Carlton use that style all the time.

They also write very conversational, but VERY long copy.

Does that sort of style/writing work as well online?

ReplyBrian Clark says: January 19, 2011 at 11:01 am

Notice I said in most cases. Those copywriters are very talented, but they also market to the business opportunity crowd, where conversion rates historically increased with that approach.

Try that in most other markets, and you’ll disgust people. Even our audience would hate that.

But, talking to guys like John Carlton, he knows that the wind has shifted in terms of design and aesthetics. When John writes sales pages for the golf market, they look noticeably different than when pitching a copywriting course online.

The “ugly online salesletter” used to work because it seemed more authentic. These days, great design is inexpensive and expected. Things change.

Nothing wrong with long copy at all. Sometimes providing more information, benefits, and proof is exactly what’s needed to boost conversions. Again, it’s how you deliver all of that (presentation) to your particular market.

ReplySonia Simone says: January 19, 2011 at 11:03 am

Well, Halpert’s been dead quite awhile, and was primarily a print copywriter, so web design wasn’t really his specialty.

The traditional “ugly” web sales page, with big red headlines, yellow highlighter, no graphics, is designed for traffic that’s completely cold, for example pay-per-click traffic. Conversion (like for any cold traffic) is tiny, and they have to get the attention of the most desperate buyer. It’s all about exploiting that second or two of attention you get after the click.

As traffic becomes more expensive, many are moving to a more content-and-relationship model, where you capture the traffic with really useful content and develop a relationship before you sell to them. Of the more traditional guys, Perry Marshall has written some great stuff on that.

If you already have traffic and a reputation — for example, if you have a growing blog — the traditional “ugly” sales page makes you look like a cheap carny barker. It’s not in line with everything else you’ve created. It’s just too jarring, and it causes readers to question your intentions.

There are some brands that are “built around ugly,” Dan Kennedy’s coming immediately to mind. In their case, their sales letters are very much in alignment with the whole brand, which is “back to basics, no frills” design.

Ugly sales letters test better in some scenarios. They’re not “wrong,” but they’re usually wrong if you already have a relationship with the customer and you’ve started to build trust and credibility with good design on your primary site.

ReplyKasey says: January 19, 2011 at 11:11 am

Thanks Brian and Sonia! Great answers.

ReplyShane Arthur says: January 19, 2011 at 12:22 pm

@Kasey: Tis the coolness of content marketing. Brian’s been hinting to Premise in several posts (and tweets If I remember). He’s building up excitement, and anticipation for the product. By the time the Premise landing page launches, he’ll need no lighlighting as we’re already jazzed up about the product. The other guys don’t do any prior content marketing so they have to get us jazzup up on the sales page with Skyrocket – Explode Your Sales – No Brainer highlighted Wow-text.

ReplySonia Simone says: January 20, 2011 at 12:35 pm

Super point. A strong build and a great relationship with your audience are a much more effective way to get excitement going than red headlines and blinking arrow clip-art. Those tools are what you use when you don’t have that relationship, trust, and anticipation built.

ReplyBrandon Yanofsky says: January 19, 2011 at 11:03 am

Hey Brian,

One thing I’m always worried about is making my landing page seem too much like a scam. It seems like so many get rich quick scam artists are very good at landing pages and I now associate landing pages with scams.

Do others make this same association? And any tips to avoid seeming like a scam?

ReplySonia Simone says: January 19, 2011 at 11:05 am

This post may be helpful: The #1 Conversion Killer in Your Copy.

ReplyBrian Clark says: January 19, 2011 at 11:09 am

Brandon, take a look at each page linked from the red bar at the bottom of the Copyblogger header. Those are all forms of landing page. Do they look scammy to you?

Also, you may be assuming that the get rich quick types are very good at landing pages. How do you know? Just because they said so?

ReplyBrandon Yanofsky says: January 19, 2011 at 11:27 am

Hey Brian,

Lol. I meant more of the sales page landing pages. And I am assuming. But they do seem like they are able to sell really crappy products.

ReplySonia Simone says: January 19, 2011 at 12:10 pm

You may also find it useful to sign up for the newsletter — three of the 20 lessons are about writing non-sleazy sales letters.

ReplyBrandon Yanofsky says: January 19, 2011 at 12:18 pm

Gracias Sonia,

I’ll check it out. I think I read them about 6 mo this ago but it’s time for a refresher.

Chris Johnson says: January 19, 2011 at 11:20 am

Brandon-

My landing page is crappy (for now) but the video seems to overcome some fears that I’m a scam.

(There are things that are terribly, terribly lazy about that page, but the video is convincing and took 3-4 hours).

http://flatratebiz.com/demo

I’m moving from my site back to front to enhance the experience. Right now, I’m at “credit card confirmation page,” and the next page will be the checkout page, then post opt in page, etc.

Always, always more to be done.

-Chris

ReplyVivek Parmar says: January 19, 2011 at 11:07 am

landing pages work mainly as a sales page and having a creative and good landing page helps you to convert that visitor into a customer and helps you to make money.

ReplySherice Jacob says: January 19, 2011 at 11:07 am

Here are some more points that can help.

ReplyShane Arthur says: January 19, 2011 at 11:30 am

Brian, can’t wait for more info on Premise.
It was not lost on me that this post is a small part of the sales landing page for it.

ReplyKiran says: January 19, 2011 at 12:02 pm

Totally agree with you in regards to “above the fold” strategy. Nice article, thanks for the tips.

ReplyJ.D. Meier says: January 19, 2011 at 12:42 pm

> two-second chance to overcome the swift and brutal attention filters
That’s a powerful one-liner reminder. Sell the sizzle before the steak.

ReplyMark Copeman says: January 19, 2011 at 1:00 pm

Brian – they say timing is everything and this article really is – thank you once again for the insight.

I spent the whole of yesterday building the landing page linked to my name and I think I may have done pretty well.

Really don’t mean this to be a pitch – but if there’s any genuine advice from out there I’d appreciate it – the keyword is hopefully obvious.

Many thanks,
Mark

ReplyTom Guard says: January 19, 2011 at 1:28 pm

Great article and tips, but the study about having content “above the fold” failed to mention that there’s a scroll wheel on the mouse that makes it much easier to scroll down a page then it was 10 years ago.

10 years ago I wouldn’t scroll down a page, one had to click and then drag scroll bars, now it’s about the wheel of the mouse.

ReplyBrian Clark says: January 19, 2011 at 1:52 pm

Tom, in the article I link to, Jakob Nielsen says this:

Today, users will scroll. However, you shouldn’t ignore the fold and create endless pages for two reasons:

You might not have seen that, as it was below the fold.

ReplySonia Simone says: January 19, 2011 at 5:05 pm

10 years ago people also weren’t reading your content on their phone while driving to work.

Obviously you don’t put all the content above the fold — but if what’s there isn’t compelling, it’s so very easy for your reader to click to something more interesting.

ReplyKerri says: January 19, 2011 at 2:19 pm

As a user experience designer who frequently has to design landing pages I was really happy to see this article.
There seemed to be some confusion about what was meant #2 Using Your Sites Regular Design.

What we normally do is shave all the brand items down to a minimum. In other words keep the logo, but remove as many links as possible – we also remove the navigation of our website. Remember that when you have a landing page you want to help keep the visitors focus on what you’re offering. Having something like links to other pages of your site could be a potential distraction. Course you could also cross sell your offer on other pages where appropriate but I’m getting complex here.

One additional think I wanted to add was the benefit of positive redundancy, sometimes copy will be long so it’s okay to repeat your offer. We often have a button at the bottom of our landing pages and also repeat it at the top right of the page – but again that also depends on the type of information. Sometimes your info could be so focused and sweet that you’ll just need to say it once

ReplySonia Simone says: January 19, 2011 at 5:04 pm

I agree with that, and often clients (or some exec, or someone equally qualified) will see repetition and try to prune it out.

None of us can assume our audiences are reading (and retaining) every single word. Much as we would like to think so.

ReplyZendenwebdesign says: January 19, 2011 at 2:40 pm

These are great insights. After implementing some of these tactics last year, our website became much more effective at capturing clients’ attention. Thanks!

ReplyJon-Mikel Bailey says: January 19, 2011 at 3:54 pm

Thank you, thank you, thank for your 2nd point. This is so often overlooked. Marketers will get a one size fits all mentality when it comes to page templates. It’s like if it’s in WordPress all of that doesn’t matter and all is forgiven. People are so easily distracted, don’t make things harder for them! Great post as always Brian.

ReplyDoorthy Ray says: January 19, 2011 at 4:02 pm

Loved the information in the blog about landing page errors. Can’t wait to get the lessons on creating great landing pages (even though I’m not quite ready for one). Will have to go into my documents and re-read Smart People articles for a refresher course. They were great and got me started. with my blog.

It would be interesting to know how many blogs were started and kept going because of the rich content you two have continually written for Copyblogger readers.

The comments here by Brian and Sonia were great. Thanks.

ReplySonia Simone says: January 19, 2011 at 5:07 pm

Thanks Dorothy!

ReplyAhmed says: January 19, 2011 at 4:14 pm

This is definitely an article that many people needed to see and read! Thanks for this

ReplyPaul says: January 19, 2011 at 4:22 pm

Great tips, so good I have pointed my Blog readers at this post

Long may you continue

Paul

ReplyFrugal Finance says: January 19, 2011 at 4:28 pm

Brilliant article, I agree with Ahmed, this should be read by everyone who owns a website!

ReplySiita Rivas says: January 19, 2011 at 4:52 pm

Great content and comments -perfectly timed as always.

Though while you’re at it Brian..could you just come up with the next ‘ithing’ like an ‘ibrain’ That shouldn’t be a stretch!
That way.. I can simply download the complete content marketing app. directly into my head at night.
Of course I’d need Sonia’s copywriting App too..
Yeah! Sorted!
The one step at a time method is just so yesterday!
patience !
Siita.

ReplySonia Simone says: January 19, 2011 at 5:03 pm

We’ll get working on that.

ReplySiita Rivas says: January 20, 2011 at 6:10 pm

..I’m following the bread crumbs. or in this case cake crumbs..

It sounds like I might just get the ‘iBrian’ version coming out as Premise.
Sounds pretty close to the ‘ibrain’ I wanted anyway! – only I’ll still be incharge!
Siita.

ReplyDonny Gamble says: January 19, 2011 at 5:00 pm

Another thing that I see too many people doing is giving people too many options. It is all about keeping it as direct as possible and not sending your prospects in different directions

Replysmall business marketing doug hay says: January 19, 2011 at 7:14 pm

Good list. I think the best advice is the clear and simple so the reader doesn’t have to thing. I have a need and you can provide a solution with a great offer that I can’t refuse.

ReplyCyberquill says: January 19, 2011 at 10:16 pm

This “paradox of choice” reveals that when given multiple options, the decision ends up being not to choose at all.

I agree. I’ve always said that bookstores should carry one title only, and that the Starbucks business model with all those flavors and sizes is doomed to failure right out of the gate.

So what’s your landing page? I landed here, and this page appears to be your regular site design in direct violation of landing page rule #2.

ReplyBrian Clark says: January 19, 2011 at 10:23 pm

Three things:

1. This is a blog post that drives traffic to a landing page at the end.

2. There’s a great book called “The Paradox of Choice” that’s backed up by psychological research on the topic. You should read it.

3. You promote yourself as an online copywriter and you don’t know this stuff? Wow.

ReplyCyberquill says: January 20, 2011 at 1:16 am

1. I suppose you’re referring to the “Sign up here for free” link. Didn’t see it.

2. I believe you, but the folks at Starbucks obviously never read the book. They just added a fourth (!) size to their assortment of choices (“Trenti,” or something like that).

3. No, I don’t know this stuff. I confess I am also blissfully unaware that I promote myself as an online copywriter. Does my commenting on your blog automatically count as such promotion?

ReplyBrian Clark says: January 20, 2011 at 9:11 am

Sorry, since you used Cyberquill instead of a real name, I made an incorrect assumption. My bad. Otherwise, do pick up the book — the findings are especially relevant in the context we’re talking about here, perhaps not as much at Starbucks.

ReplyAurelius Tjin says: January 20, 2011 at 12:24 am

a great headline never fails to draw in readers.

ReplySathishkumar says: January 20, 2011 at 1:32 am

Landing pages is very important for selling your product or service. If you don’t make it attractive and if you don’t give an outline of what your product or service is going to be, you will never get conversions.

ReplyTogrul says: January 20, 2011 at 6:48 am

I like your tips Brian.

Especially regarding more than one product and up the fold. Sadly, but it’s true that most of marketers make these mistakes.

Cheers,
Togrul

ReplyMikel Erdman says: January 20, 2011 at 11:44 am

Thanks for the tips! I’ll be reviewing my sites to make sure I haven’t fallen into any of these traps.

ReplyMatt Frazier says: January 20, 2011 at 12:30 pm

Great post, Brian. I’ve wanted to split-test different landing pages (mainly the headlines) for a long time, but I’ve been unable to find a good plugin for it that works with WordPress. Can you recommend one? Surely doing it manually isn’t the best way, is it?

ReplySonia Simone says: January 20, 2011 at 12:37 pm

Matt, you’re getting the newsletter, right? We’ve got something cooking for ya.

ReplyTerrance Charles says: January 20, 2011 at 6:26 pm

Exactly, I speciafically like the one about using one specific action to take, because when you ask people to take more than one action, none or the wrong one is taken. I’ve seen this on so many sites, with like 30 banners and links all over the place, I immediately just closed it out.

ReplyVance Sova says: January 20, 2011 at 7:03 pm

Hi Brian,

I remember when I created my first landing page and asked for advice I was told that I should put a header on it. I’ve learned since then that the advice I received was wrong.

Now you kind of confim it too that any distractions ( I think that would include a header) should be avoided.

I guess it pays to be very careful about whose advice you take.

I subscribed to your newsletter.

Vance

Replychristopher copywriter says: January 21, 2011 at 10:02 am

Sound advice!!

Kiss It Short and Sweet.

KISS.

http://copywritingpublicrelationsadvertisingmarketingsydney.com
http://christophercopywriter.tumblr.com

ReplyDane says: January 21, 2011 at 2:07 pm

Excellent advice. We’re amidst a site re-design and these will be especially helpful for when we discuss the new face of our company site and blog. Thanks!

ReplyVaclav Gregor says: January 22, 2011 at 10:54 am

I think that the mistake I make is that I just assume people will do what I want them to do, thanks for making me realize this.
Greg

ReplyMatt says: January 22, 2011 at 12:20 pm

Hm, ich dont find that using the normal design for the landingpage is a mistake… then the people know that this site belongs to the regular site…

ReplySpeak Your Mind Cancel replyName *

Email *

Website

Notify me of followup comments via e-mail

Enter your e-mail:

more info →

139,764 subscribers

69,053 people follow Copyblogger on Twitter.

Popular ArticlesDo You Make These 7 Mistakes When You Write? 413The Two Most Important Words in Blogging 213Ten Timeless Persuasive Writing Techniques 221Five Ways to Write Magnificent Copy 127The 7 Deadly Sins of Blogging 288How to Be Interesting 284Ernest Hemingway’s Top 5 Tips For Writing Well 302The Inigo Montoya Guide to 27 Commonly Misused Words 502The #1 Conversion Killer in Your Copy (And How to Beat It) 20710 Steps to Becoming a Better Writer 424How to Get 6,312 Subscribers to Your Business Blog in One Day 162The Three Key Elements of Irresistible Email Subject Lines 1115 Steps to Going Viral on Twitter 2997 Ways to Improve Your Writing … Right Now 141How to Write an Article in 20 Minutes 3295 Simple Ways to Open Your Blog Post With a Bang 38610 Secrets to More Magnetic Copy 184Is Commenting on Blogs a Smart Traffic Strategy? 478Do You Recognize These 10 Mental Blocks to Creative Thinking? 279Why You Can’t Make Money Blogging 296Five Grammatical Errors that Make You Look Dumb 79310 Effective Ways to Get More Blog Subscribers 37160 Ways to Increase Your Influence Online 14550 Can’t-Fail Techniques for Finding Great Blog Topics 144Is Your Tribe Holding You Down? 248The Mad Men Guide to Changing the World with Words 131SEO Copywriting: The Five Essential Elements to Focus On 15311 Smart Tips for Brilliant Writing 1378 Incredibly Simple Ways to Get More People to Read Your Content 183How to Use Twitter to Grow Your Business 381Did you notice how fast this site is?

Copyblogger is accelerated by NetDNA Content Delivery Network.

Copyblogger

Copyright © 2006-2011 Copyblogger Media, LLC

Powered by the Genesis Framework for WordPress