Post-click landing pages must have a conversion ratio of 1:1.
According to best practices, your page should only have one primary goal, and there should be only one place to click to fulfill it— the CTA button. We’ve continually reiterated the fact that navigation kills landing page conversions in Instapage blogs, guides, and e-books.
The need for privacy
On May 25, 2018, the European Union’s General Data Protection Regulation (GDPR) became an enforceable law. GDPR came into effect to create greater transparency on how businesses handle users’ data and enforce stricter requirements around the use and sharing of that personal data.
- California Online Privacy Protection Act
- Privacy Shield
- The Personal Information Protection and Electronic Documents Act (PIPEDA)
- EU General Data Protection Regulation
Both advertising giants, Google and Facebook, require privacy policies in place if you’re collecting any user information. Moreover, the FTC has taken action against many companies—even behemoths like Google and Facebook—for failing to adequately disclose how they used their customers’ data.
Additionally, the document details your policy for storing user information. For example, it informs users how long their data will stay in your possession.
Privacy policies can include information on who has access to the customer’s data, which essentially means you provide users the right to request data if they want and a process to do so. The document should also provide an opt-out notice for users who don’t agree with the policy.
Reason #1: Most third-party services require one
Reason #2: It’s common practice
Users look for links to privacy policies under lead capture forms or in the page footer. Adding one increases the likelihood that users feel comfortable filling out your form.
Reason #3: It increases trust and credibility
High-converting post-click landing pages must instill trust in visitors, making them feel safe entering their information in the lead capture form and eventually clicking the CTA button.
You can call these page components the “trust elements” on any post-click landing page. While copy and design go a long way toward influencing purchase decisions, you still need a line of credibility to convince customers to act on those influences. These “trust elements” are vital to making your page feel reliable. So, if the visitor finds your offer compelling, trust elements persuade them to sign up.
Because it all comes down to this—visitors don’t fill out lead capture forms that only want their information and don’t offer them any guarantees.
Reason #4: It’s a legal requirement if you collect personal information from users
In the U.S., the California Online Privacy Protection Act (CalOPPA) dictates that if you collect any personal information from any California-based users, such as email addresses, GPS location, phone numbers, or mailing addresses, you must have a legal statement available for review that discloses your business’ privacy practices.
Find out more about how Instapage helps you create dedicated post-click pages by looking through our three different plans that help you take the stress out of creating, optimizing, and converting post-click landing pages.
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