I attended the session entitled "7 Deadly Sins of Landing Page of Design" presented by Tim Ash, President & CEO, SiteTuners.com (Twitter @tim_ash). Here the seven deadly sins of landing page design, outlined by Ash in a very humorous fashion:
1. Unclear call to action.
Focus your visitors on one thing. What it is that you want people to do on each of your pages? 1-800 Flowers is one of the big companies that was messing this up (on their product detail page).
Use Attention Wizard heatmap to find where people are looking on your page.
2. Too many options - steps.
Reduce the friction between the user and the product they are seeking. Show main categories that are most popular on your page - not every subcategory and product on each page.
3. Asking for too much information.
Require less information in your forms to increase conversions. Do not ask questions that are not absolutely unnecessary, or inappropriate. Read Seth Godin's Permission Marketing.
4. Too much text.
Do not make your visitors to suffer. Do not write in paragraph form. Instead use headlines and bullet points.
5. Not keeping your promises.
Intent is the number one factor in conversion. If a user clicks on a pay-per-click ad that says "Best Digital Camera" then they expect to come across the best digital camera. If they land on a page that does not match that query and the promise of seeing reviews of the best digital cameras, then they will promptly leave.
6. Too many visual distractions.
Use visual hierarchy to organize information, just like in an outline. Only important things should be bright and bold. Use other colors/sizes to organize information. Do not make everything equally important or unimportant.
7. Lack of trust.
Provide trust symbols in visible places (top 2/3 of the area visible through a monitor). This can be a "McCaffee Secure" symbol, brands that you work with, mentions in the press - whatever will increase trust by association.
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