A few myths about Landing Page
An article about sore. For each article about LP, there are a ton of articles with high-profile headings in the style of “The basket icon with 12 cells gives a 100% increase in conversion compared to the 10-cell icon”. Perhaps this particular solution helped a particular site, but there are absolutely no guarantees that this will work. The popularity and accessibility of A / B testing has led to a huge number of high-profile statements and premature conclusions.
A few of them:
Myth # 1: Just a Few Pieces
For some reason, there was a strong opinion that the landing page should or may be one. If you follow this opinion, you are losing traffic. Each new LP is another opportunity for you. An opportunity to prove oneself, approach the problem from the other side, press other levers.
Diversity helps you reach the majority of potential customers. Studies show that the number of such pages is directly proportional to the number of leads that they generate.
Myth # 2: Short forms are better than long ones
Long ones are also no better than short ones. Nothing depends on length at all, within reasonable limits, of course. Short pages will help you generate more landing pages, which will increase your online presence. Long landing pages are a source of detailed information and answers to possible user questions. They are no worse or no better; they perform different tasks.
Build on a specific task and experiment; nobody canceled A / B analysis.
Myth # 3: If I copy a successful page, I’ll get a profit
Of course, taking as a basis several mockups of successfully working drugs is an obvious solution, which is not without meaning. But you should not expect that by creating a clone of a successful option, you will immediately receive a stream of traffic, millions of registrations and a huge conversion. The effectiveness of the landing page, of course, depends on the design, but not only on it. The final result consists of many parts, including the attractiveness of your service, the level of your service, the effectiveness of the marketing campaign and many other factors.
Myth No. 4: Forms, CTA and everything related to the conversion should be at the top of the page
A common belief that has left a heavy imprint on many drugs. These pages motivate first to buy, order and read something, and then explain what they offer.
These guys absolutely disagree with this statement. In short: “There is absolutely no connection between the conversion and the location of the elements at the top of the page. The right approach and competent content is what really matters.
Myth number 5: Any design elements that are designed to increase user confidence = conversion increase
You can fill the design with trust cases. Reviews, your photo and photo of your dog, your details, contacts, address and shoe size. All this is effective only if the visitor is at least a potential customer. He can believe you as a father. But if he does not need what you sell, he will not buy anything.
In addition, it is important to choose the right place and way of presenting information. The returning fashion for Pop-ups is not a trend worth following. A pop-up window is the last thing people tend to believe.
Myth # 6: If you change the color of the buttons from green to red, you will increase the number of transitions.
“I read about the test, where the green button was replaced with a red one and gained 21% growth”
But it means absolutely nothing, it worked for a particular site and specific design. Why did it work? Green was dominant in the basic design of the site, which reduced the visibility of the CTA. That's all. The "big button" should be noticeable, but there is no magic color that will give you a conversion increase.
This also applies to other areas. The application of a particular color cannot be expected to produce concrete results. Of course, there are basic stereotypes that we are inclined to follow, but their influence is not so high as to effectively influence the visitor only due to the color itself
Myth # 7: Visitors Don't Scroll Pages
If your proposal does not interest them, then do not scroll. If you offer them interesting and relevant information, then why not? In addition, a bright complex design can cause an obstacle to viewing the page, which causes sensory overload and literally prevents the user from perceiving the contents of the page.
Myth # 8: Conversion Rate - A Key Indicator of Drug Performance
Landing pages are part of your marketing funnel. Your task is not to register a person, but to become your customer.
To assess the effectiveness of landings, a comprehensive analysis of their impact on the level of sales is required. Such a page can act as a “first contact”, which will leave a note in your visitor's note about your proposal. It will work when the user sees contextual advertising. Or he can bookmark it, and find the main site from memory, by brand name. Google Analytics and similar tools allow you to roughly track these points. We have already talked about contact models in the context of Google here /
Myth No. 9: You need to put as much information in it as you can fit there.
Combined with the short page myth, this myth spawns monsters. Pile of blocks, images, videos and instructions.
Landing is not a cry of despair, it is an element in the sales process. Its task is to familiarize the user with the proposal and give an answer to questions that may arise. Detailed information, instructions, comparative tables and a full report on research at NASA are the destiny of the official site.
In addition, an excess of information can distract and confuse the visitor, which means that, most likely, you lose it
Myth number 10 (for round numbers): you create them, forget about them, and they work for you
In terms of optimization, everything about sites is also true for landing pages. There is always the opportunity to improve, change, optimize. Check your landing pages, experiment with elements in order to achieve optimal results.