One of my favorite Infusioncon breakout sessions was led by Tim Ash, author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. Tim’s presentation, The Seven Deadly Sins Of Landing Page Design, was right up my alley as a web designer. Plus, because we build landing page templates into all of our custom WordPress child themes, we tend to work on a lot of landing pages and sales pages … so I knew Tim would have some great tips for us!
While Tim did spend some of his presentation bashing designers for just caring about making things look pretty, and I was a little irritated with that, he is right! Most designers do focus more on the visual look than the conversion … and Brian did remind me that we’re not your typical design company. And yes, I have to confess that I was secretly relieved that each of the seven points Tim covered align perfectly with what we teach our clients.
Not only did Tim keep us laughing, but he delivered stellar, strategic content, and real world examples of each strategy he mentioned, as well as practical tips to fix your landing page mistakes to quickly boost conversions and profits.
Here are the seven deadly sins of landing page design as taught by Tim Ash:
- No clear call to action. You need to tell visitors exactly what action to take and make is crystal clear. Make it an obvious no brainer.
- Too many choices. Make sure you eliminate the clutter and focus on one, single, desired conversion. Otherwise consumers will be confused and a confused mind says no.
- Asking for too much information. Your visitors just met you! Don’t try to get them into bed on the first visit! Ask for as little information as possible at first, then as you build the relationship create opportunities for them to share more information with you.
- Too much text. Visitors came to your landing page to solve a problem, not to read an essay. Keep your content focused, on topic, and short. Also consider font size, line height, and type color when designing your landing pages.
- Not keeping your promises. Your landing page MUST deliver on your promise. That means your headline, content, and offer on your landing page must match the promise you made to get your visitor there. So make sure the keywords and phrases you use in your tweets, Facebook posts, LinkedIn messages, pay-per-click ads, etc. show up on your landing page.
- Visual Distraction. Design exists to support the brand, the message, the content, AND the conversional goal. Design doesn’t exist on its own just to be pretty. Apply the same thought to the use of any photos and graphics used on a landing page.
- Lack of trust. If visitors don’t trust you, they won’t buy from you or join your list. Accelerate the trust-building process by displaying credibility logos on your landing page. These may be media logos, client logos, certifications, or seals, etc.
Tim Ash proved himself to be a valuable expert and entertaining speaker. To round out this recap of his Infusioncon 2012 breakout session, I leave you with his wise words of advice: When it comes to landing pages, don’t be cheesey. Boring rings the cash register.