I recently watched a webinar entitled the “7 Deadly Sins of Landing Page Design.” It was a basic, yet excellent, breakdown of how most landing pages can be redesigned to increase conversions. Most of the points were common sense yet it got me thinking about the Paradox of Choice.
As a consumer, I like to think it is better to have many choices. I don’t want to be limited in what I buy, whether it is a DVD player, a washing machine or car insurance. I want a wide range of options to make sure I get the best deal possible.
However, as psychologist Barry Schwartz has noted in his book “The Paradox of Choice: Why More is Less,” having a wider range of options to choose from does not make us freer and happier. In fact, quite the opposite; sometimes the fear of making the wrong choice paralyzes us, keeping us from making a choice at all. And this can be the kiss of death for a PPC landing page.
So how do you use this information to increase conversions? Here are four simple tips that anybody can utilize:
- Keep your landing page simple
- Remove all distractions
- Make it obvious what you want the visitor to do
- Make it easy for the visitor to do it
Do you ever get distracted when you visit landing pages? Do you have any examples of good landing pages? Do you even agree with my comments?
This article is from Andrew Freeman
Andrew is Sitewire's resident Englishman, having immigrated to the US in April 08. He holds the record for fastest transition from intern to employee at under 3 weeks. He's known for his knack at negotiating media buys and his eye for ROI.
Andrew has written 17 posts.
{ 1 trackback }
{ 0 comments… add one now }