It was in 1601 that Shakespeare penned the illustrious line, “To be or not to be, that is the question.” And while Hamlet was questioning his whole existence and the loyalty of the women in his life, we marketer folk tend to pour ourselves over the question, “what to include or not include on our landing pages”.
Our question may not be as philosophical as Hamlet’s but the success of our landing page campaigns does depend on it. If you aren’t able to figure out what are all the right things that need to go on your landing page well then you risk losing- losing all of the time you spent on your page, all of the money that it took you to create the page and your conversions.
While it may be a no brainer to include a headline and a CTA button on your landing page, including other elements on your page may actually require you to ponder over their pros and cons. This is what we’re going to be doing today, thinking about some of the landing page elements that actually confuse marketers. We’re going to see whether including them or not including them is the right answer.
1. Navigation Links
Though I have been a strong disbeliever of these pesky little creatures, many of you still insist on using navigation links on your landing pages. When you’re considering whether or not to include navigation links on your landing page always vote against them, why? Because whether you place these links on top of your page, in the sidebar or the footer of your page they essentially perform the same function; which is distracting your visitors from filling out your lead capture form and clicking on your CTA button.
And even though, navigation links have become notorious for making you lose conversions, only 16% of landing pages are free from navigation bars, this means that 84% of marketers consciously choose to distract their visitors.
I don’t know about you but this statistic sure gives me the heebie-jeebies.
An A/B test performed by HubSpot revealed that removing navigation links from landing pages resulted in increased conversions ranging from 16 to 28%.
2. A longer or shorter lead capture form
Lead capture forms are somewhat of a mystery to most of us, we know that they hold paramount importance on our landing pages and yet we are terrified when it comes to designing our forms. Should I just include a minimal form and risk losing quality leads or should I just man up include a longer form and risk increased friction? A question that keeps us tossing and turning for several nights.
The answer to the length of your form lies in the type of lead you are collecting and the kind of product or service that you are selling. What you need to do here is make a tradeoff between the quality and amount of leads that you wish to generate from your landing page, going with a shorter form guarantees you more leads but sacrifices their quality whereas a longer form does bring you quality but lowers the quantity of your leads.
The lead capture form length’s sweet spot lies somewhere between these two extremes, the best possible way to figure out the length is to A/B test your forms like a crazy person.
If you do decide to go for a longer form just remember to arrange it into proper fields so as to not turn off your visitors.
3. Which CTA button color to go for
The color you decide to choose for your CTA button has a huge impact on your conversions, which is why this decision takes up a lot of time. When deciding the color of your button you need to keep in mind the overall color palate of your landing page, the button needs to stand out and hence needs to be contrasting.
And while different colors have a different impact on your customer’s psyche research has found that some colors do stand to get more conversions than others.
A study done by ConversionXL found that a red CTA button outperforms a green button by 34%. HubSpot also concurs on the power of the red CTA button, and found that the red button increased conversions by 21% as opposed to the green button when the two CTAs were tested on the Performable landing page.
Again, I would just like to repeat that when choosing the color of your CTA button keep the overall look of your landing page in mind, don’t include a red button just because a few experiments tell you to do that, go for a red button only when you know it will look good on your page because only then can it bring you the promised conversions.
4. Customer testimonials
Customer testimonials help you add trust to your landing pages, they help you rave about your product without you sounding like an obnoxious goon- most of all they help set in the power of social proof.
When your future customers get to see that your existing customers have wonderful things to say about your product they don’t hesitate to click on the CTA button. This means that customer testimonials are a good thing, right? Well, yes they are but only if you decide to do right by them.
Your testimonials should be from real people saying real things, adding a picture of your customers with the testimonials also helps a lot in increasing conversions.
According to the Search Engine Journal 63% of consumers indicate that they are more inclined to buy from a page that has product ratings and reviews. You can also use embedded social media posts as testimonials on your landing page.
The next time you find yourself perplexed over what to include on your landing page just give this post a thorough read and you’ll find yourself at ease in no time.
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