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.
In an iconic scene from Glengarry Glen Ross (1992), Alec Baldwin lectures a group of salesmen about the correct way of doing business.
In his motivational (read: foul-mouthed) speech, he highlights a very important strategy that still rings true today—especially in the world of conversion rate optimization:
What follows is a list of resources that can be applied specifically to landing page optimization.
We’ve organized everything to best simulate a visitor’s experience on a landing page from first click to final conversion.
We talk a lot about creating high converting landing pages, getting traffic that converts, and making the most out of your conversion points.
But what we don’t talk about often are outside-the-box landing page strategies you can use to increase conversions right away.
A landing page is the first page that visitors see after clicking on your banner ad, PPC ad, or promotional email. It can be a specific page on your website or a separate page created exclusively for search engines.
Landing pages direct visitors to take a specific action, such as making a purchase, completing a registration, or subscribing to your email list.
Your landing page often determines the success of your ad campaign. A good landing page equals good ROI. A crappy landing page (needlessly) wastes money.
Two percent is the average conversion rate for ecommerce sites. While every site is different—and you’ll benefit far more by focusing on your conversion rate—that’s where most sites are today.
But what if a 2% conversion rate isn’t enough to stay profitable?
You know those sales pages that are really, really long? They’re great, but they mostly suck. I mean, the way they’re usually implemented sucks.
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.
There’s one thing that influences user engagement on your website more than anything else.
If you’re selling in a competitive market, you must live & die by the little things that make you uniquely different from your competition.
- Do you have superior customer service?
- Have you targeted a very specific segment of the market with a common complaint?
- Are you approaching the problem in a way your competitors won’t?