Fahad Muhammad is a Content Marketer at Instapage. Being a veteran Instapage writer, he has witnessed the industry progress rapidly. He writes about landing page examples, marketing trends, Instapage updates, and conversion psychology on the Instapage blog. When he’s not busy hunting down landing page examples he can be found glued to an episode of Top Gear.
Navigation gives a user control, which is generally a good thing—but what about on a landing page, where the motto is “one page, one goal?” Should you use navigation on landing pages?
While there’s not a one-size-fits-all answer (there never is in optimization), we do have some good data by which we can make a decision.
When creating landing pages, marketers tend to focus all their efforts on optimizing page elements — making sure the headline engages the visitor, testimonials speak to your unique value proposition, the offer is in the right media type, the lead capture form is correctly formatted, and the CTA button jumps off the page.
That’s all marketers need to generate high quality leads, right?
Then why is it that professional landing pages — getting decent traffic numbers — don’t produce conversions a lot of the time?
It’s because marketers forget about the visitor in the conversion equation.