8 Landing Page Bloopers

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8 Landing Page Bloopers

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Eight landing page bloopers, with best practices for avoiding them!

Eight landing page bloopers, with best practices for avoiding them!

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  • 1. 8 Landing Page Bloopers
  • 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. The inexcusable error 2. Annoying pop ups 3. Missed user expectations 4. Home-not-so-sweet home 5. The cookie-cutter design 6. The call to inaction 7. Information overload 8. Boring visitors to death What’s Inside...
  • 3. 1. The inexcusable error © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Broken links Buggy forms Browser incompatibilities Proof thoroughly Multiple sets of eyes Test across browsers & devices
  • 5. 2. Annoying pop ups © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Immediate pop-up Irrelevant offer Inappropriate timing No testing Targeted pop-up Relevant/valuable offer Conveniently timed Tested...how are conversion rates impacted?
  • 7. 3. Missed user expectations © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Message mismatch Unfulfilled promises Visual inconsistencies Message match Fulfilled promises Visual continuity
  • 9. 4. Home-not-so-sweet home © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Sending paid traffic to homepage or deep link No testing Dedicated landing pages Campaign-specific Traffic-source specific Testing & optimization
  • 11. 5. The cookie-cutter design © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Formulaic design Stock photography Telling vs showing Actionable design Compelling imagery Showing vs telling
  • 13. 6. The call to inaction © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Generic CTAs No direction copy No visual direction Actionable CTAs Directional copy Directional cues
  • 15. 7. Information overload © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Too much, too soon Text-heavy content Competing content (top nav, right nav, text links, social) Simple, focused Content broken up into multiple pages Good use of white space
  • 17. 8. Boring visitors to death © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice No imagery No design No incentive! Engaging imagery Compelling content Strong branding
  • 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create, test & optimize highly effective landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com