It’s day 5 of the 7 Days to a Better Landing Page series. And today I’m gong to focus on some of the things NOT to do on a landing page.
I’ve already covered this topic in depth in an earlier post – Marketing FAIL – 7 Newbie Landing Page Mistakes, so I’m going to do a quick recap on that before expanding on the subject.
There are 2 primary types of offensive behavior that will make your customers hightail it from your landing page. There’s the honest type of mistake – where you’ve unwittingly incorporated some usability issues into your design. And there’s the cheap spammy behavior that people use in the hopes of making a quick buck.
I’ve seen talented marketers do both, usually through some misguided notion that the campaign is all that matters. Wrong.
Your brand is at stake every time you appear online. If you create an unprofessional experience for your visitors, you’re not only wasting your marketing budget, you’re risking the creation of an un-social network. One that’s focused on bad-mouthing you.
If your tactics – and I’m thinking primarily about the use of interruption marketing techniques such as the “are you sure you want to leave” dialog that appears when you try to navigate away from a page – do squeak out some extra conversions, what is it really worth to you? Are these the types of customer you want? Are the customers you’re losing the “Whales” of your industry sector (the ones who are worth the most money to you)?
Optimized, professional and authentic experiences are the key to customer satisfaction, brand loyalty and hence higher lifetime value. If you do your absolute best to ensure your message is a true reflection of your brand then you may not sign up as many people as you might by using cheap trickery (not the rock band), but the clients you do sign will be getting into something they believe in, and their net worth will more than make up for the lower acquisition rate.
A little while ago, I created the Conversion Marketing Scorecard. It’s an interactive guide to rating your landing page and can be used to qualify the design and content decisions you’ve made. One of the more important parts is section 3 which deals with trust. You might want to take a quick run through the scorecard to see how well your landing page performs.
At the end of the day, how you present your personal and brand values will shine through in your landing page implementation. As long as you can sleep at night and aren’t bothered by the tactics you are employing to garner conversions, all is well. However, the gut is a wonderful device for judging quality and authenticity. If you have even the slightest tingle of unease then your customers will be feeling that too, and that can only mean one thing – the ‘Back’ button.
FACT: The ‘Back’ button is clicked more than any other button/link on the web
Don’t be part of the problem by offending your customers. Make your landing pages so effective that your CTA is the only thing they will want to do. It’s not easy – but it should be something you strive to improve the likelihood of every day.