How long do you think the text should be on the page? Do your target users pay attention to its design? How effective are various kinds of counters? These and many other similar questions are asked by customers who have decided to use a landing page for their online business.
However, often there are cases where customers decide in advance that certain solutions work, and insist on using huge amounts of text, they ask to hang as many counters as possible, to write fictitious reviews with photos of satisfied people who do not have the slightest relationship to these reviews.
And this happens because they have seen such solutions from others or heard or read about the effectiveness of this or that tool. Or they have drawn conclusions about the advisability of using them purely intuitively. This also happens. The only thing that can tell you exactly which elements of the branding work and which don’t is the numbers from testing. Today, let’s dispel a few of the most basic misconceptions that get in the way of making a landing page effective.
Myth 1: A large amount of text sells better because the visitor learns more about our great product.
You want to say everything about the service/goods. Be sure to include features and benefits. Add quotes and a success story. Answer common questions. Compare yourself to your competitors. It seems that a lengthy text that describes the product from all sides will sell it better. But it doesn’t. The right text, written in the language of the customer’s benefits, sells best.
Voluminous canvases of text mostly talk about what a great product, and what a great company, offer it. Focus on exactly what is important and interesting to your target audience. Make your customer, not your company, the main character of the text. Let the text “revolve” around their persona.
The best place for long texts, where all the possible information is collected, the various arguments and reflections on the topic, is a blog, not a landing page.
As a rule, really useful information fits well in 3 paragraphs. Include only key information that really allows you to understand why your product is necessary for the client. Do not duplicate texts that flicker from one site to another and put you on the same footing as dozens of others. The customer is looking for a “lead,” a special unique characteristic to buy from you. Give him that distinction. Otherwise, you can run into “long text fatigue” and the client will leave before he can read about the super features or benefits of the product you offer him.
Myth 2: We will write about how other companies work in our niche and how we work. The client will compare this and definitely choose us.
You’ve definitely seen signs on hundreds of websites from all kinds of businesses comparing “How they work” and “How we work.” In fact, this block does not work to increase conversions and does not effectively help you to build off the competition.
And that’s because your potential customer will see such a block in 10-30 more of your competitors. Give real, relevant information to your target audience. You don’t have to write “we do it on time” or “we never violate deadlines”. Specify exactly how many days the customer will receive the order, and give specific guarantees of meeting deadlines.
Write clear measurable information to the point. And stop comparing yourself to your competitors in general terms. Try not only their texts but the entire web design to keep in a single concise uniform style, it will be extra proof that you are a company of action, not words.
Myth 3: There are many different triggers that allow you to increase the conversion rate. Use as many of them as possible and you’ll get maximum efficiency.
You’ve probably encountered more than one landing page that is perceived as pushy salespeople who go on and on about endless bonuses and the incredible benefits of buying from them.
And two for the price of one, and today is the last day – here’s the counter counting down the last hours of the “super deal,” and the lot, of course, is very limited – there’s a second counter showing only two items in stock, and a million other urgent appeals to buy.
A huge number of incentives, blinking and flashing from every corner, scare away visitors, forcing them to leave the site. It is very important to know the measure. Do not try on all sides “to crush” the visitor to your landing page with all kinds of triggers. Use those tools that are most relevant to your target audience, and apply them to the place where their presence is really justified. And don’t forget to test to see exactly how they affect conversion rates.
Myth 4: We know that competitors’ branding works effectively. We want to make a similar one and achieve similar results.
First, you can’t really assess the effectiveness of someone else’s landing page. Most likely, you are making conclusions, not having any necessary statistical information, based simply on your own impression of the page.
Secondly, by copying the landing page of another company, you will also copy someone else’s mistakes. The result can be very disappointing.
Thirdly, by creating a clone, you will not be able to stand out from your competitors. What will make potential customers give you preference?
Of course, the protection of the intellectual property is not at such a high level, as we would like, but to get a lawsuit for copying someone else’s Landing page is quite real. And once again, think about the reputational risks. Find your own solutions and never stoop to the level of mindless copying someone else’s Landing – to achieve someone else’s success this way will not work.
One possible solution is to include a professional web development and design company — https://qarea.com/services/web-development. These professionals have already made hundreds and thousands of different pages for fintech, e-commerce, entertainment, banks, and many other businesses. They can accurately analyze any type of business as well as competitors and build you the kind of landing page that will help you achieve the results you wish.
Myth 5: Design has no significant effect on conversion. The main thing is that we have a great product.
Design and text are two key components to the success of your Landing page. Now we do not include here any technical characteristics of the site. These factors have a direct impact on conversion. Very often the first impression is decisive, and it is the design that creates it.
The design falls in love, interests, catches, and the text convinces, and leads to a decision. They work together, complementing each other. Do not ignore the design. Tests confirm design matters.