The following article is excerpted from the DirectMarketingIQ special report, “Perfecting the Landing Page: The complete guide to landing page optimization, including: Best Practices for getting to know site visitors, avoiding landing page turnoffs, testing strategies, 4 Case Studies, and more!“
Regardless of your industry or who your target audience is, the goal of your landing page is simple: It must efficiently and effectively inspire the visitor to complete your conversion action.
Unfortunately, Web designers are rarely trained in conversion optimization, and marketers are often hampered with brand standards that end up taking priority over basic optimization principles. The end result is often a landing page that turns away visitors instead of engaging them.
Here are three landing page turnoffs that can kill your conversion rates, so avoid them like the plague!
The vast majority of Internet users do not read a Web page word by word. They scan it and focus on individual words, phrases or sentences. They are task-oriented and are on your site to get something specific accomplished.
Website visitors detest “marketese.” They are used to being assaulted with promotional messages and will tune out most of your attempts to overtly market to them. Marketese requires work on the part of your visitor. It saps their energy and attention, and forces them to spend time separating the content from the fluff. It also results in much longer word counts. You can avoid writing in marketese by following these simple rules:
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
Connect with Tim on Google+