Increasing Conversions

12 / 11 / 18

3 min read

Table of Contents

In last week’s post, we answered your basic questions about landing pages: What is a landing page? Why is it powerful? What should it include? But landing pages are tricky tools. What they should exclude is just as important as what they should include.

When landing pages include undesirable features, your conversion rate suffers. That means that you sabotage your return on investment, paying more for less. The pointers below will help you craft a landing page that fulfills its potential.

What should my landing page exclude?

Landing pages aren’t like other pages on your website. More information and options is not better! The features below decrease the likelihood of conversion. Exclude them from your landing pages.

Navigation links

The menu on your website or any other navigation links should be hidden from view. Remember, prospects reach your landing page through an ad with a specific purpose. Presenting other options will be confusing at best. At worst, the links will navigate them away from your offer.

Multiple calls-to-action (CTA)

If a prospect clicked your ad for a studio apartment deal, there should be a single CTA for studio apartments. Other CTAs or even social media links are a distraction, resulting in a lower conversion rate.

Presenting multiple CTAs on a landing page activates Hick’s law. Increasing the number of options increases the time needed to make a decision. That extra effort and time decreases the likelihood of a successful conversion.

If you’d like to offer multiple deals, create multiple landing pages for each one. There is no such thing as too many landing pages! Each page offers a tailored user experience.

Long-winded copy

When it comes to copy, or text, stick to details about the benefits of your offer. Prospects have short attention spans. Only include the most necessary information.

When possible, use images instead of text to keep your wordcount low. For example, use images of your property’s amenities rather than listing them.

Jargon, clichés, and complex language

The purpose of your landing page copy isn’t to show how much you know or paint a flowery picture. It’s to show what you can offer and provide a means to connect people to that offer. Keep your language simple and straightforward. Jargon and complex language are both intimidating. The average American reads at an 8^th grade level. Use that approximation as your guide to reader-friendly copy.

Understanding the dos and don’ts of a landing page leads to higher conversion rates and a faster return on investment!

AUTHOR

Erica Rascón specializes in online content creation and social media. She joined Yardi in 2011 after receiving her bachelor's degree from Kennesaw State University and serving in the Peace Corps. Erica's interests include sustainability, philanthropy, and the arts.