Marketing Commentary from interlinkONE
Marketing. Web-to-Print. Warehouse Management.
Do’s and Dont’s For Your Next Landing Page
Posted by Jason Pinto 
on Wednesday, April 15, 2009 
at 9:31 AM 
in Business, Design, Marketing, Technology | Simple changes to help make your landing pages more effective. |
Tip #1: Less Reading, More Intriguing!
The dreaded scrollbar! Okay, that’s not always the case. There are certainly some topics that require web pages with reams of information. But when it comes to designing a landing page that will be used in a marketing campaign, it’s important to make sure that you cut down on the clutter. This is not always easy. Most likely, you (or your customer) is very excited to share the world with exciting information about their company or a product. But, a sale doesn’t happen overnight.
You have already hooked them a bit by getting them to travel to your web page. Make sure you tell them the important details, and then get them to provide you with some information. Perhaps a link to a survey form, where they will enter their contact information.
If that happens, you will have plenty of other opportunities to share more information with them later.
Tip #2: Sit. Stay. Good reader!
Some of the best looking landing pages (both in style and content) have fallen short when it comes to “response rates”. The reason why: the landing page had great content, but it had too many links to other sources with great content. If you have a flashy button leading to your homepage, there is a good chance that your visitors will click that link… and most likely, they will not make it back to your landing page. So, use the landing page for what it’s for – to provide specific information on what you are offering.
You can always put those great links on the Thank You page!
Tip #3: Scary Forms!
A lot of online registration forms can be “scary”. People can quickly become intimidated by lengthy forms that require data entry. Keep your registration forms short by only asking for the essentials (name, address, e-mail, phone, etc.). For example, if you are trying to get people to subscribe to your e-newsletter, do you really need their mailing address? It would be great to have, but there is time to collect that. Ask them for what you really need for this purpose… most likely, just their email address.
People can also be afraid of what happens to their information once they’ve registered. Try adding some text to reassure visitors about what will happen with their contact data.
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