There’s no shortage of tips and guidelines on how you can optimize your landing page. Often, those who are new to online marketing are quick to try out the most popular ones in hopes of achieving their objectives.

However, seasoned online marketers know that these tips can be a double-edged sword. While you might see a spike in micro-conversions, this doesn’t necessarily guarantee quality prospects. It could also ultimately hurt your conversion rates as your audience moves through your funnel.

Recognizing these potential pitfalls can make your marketing efforts more effective. Here are 4 of the most popular landing page optimization techniques that could hurt your conversion rates.

1. Keep copy short and concise – it’s the only way to go

It’s hard to argue with a tip that has worked for so many marketers and across so many online platforms—especially considering that you only really have seconds to capture the reader’s attention. However, limiting copy just for the sake of complying with this rule could be hurting your conversions.

Shift your focus instead towards making sure that you’re being informative. It’s still best to do this in the briefest way possible. Answering your visitor’s questions instead of just counting words on your landing page copy could improve overall conversion rates.

2. Remove unnecessary navigation

Your audience should be focusing on your objective and call to action. Getting them to do that means removing unnecessary navigation, including escape buttons, that could take them away from the task at hand.

Consider, however, that de-emphasizing or completely removing secondary navigation from your landing page that may be important, such as an exit button, could work against you. Doing so could build mistrust among your users and could result in abandonment of the page altogether.

Removing unnecessary navigation (for example escape buttons) could build mistrust between a brand and users.

3. Add testimonials and customer logos – they will boost your brand

Small businesses typically assume that their association with big brands is a big plus for attracting clients–but this isn’t always the case. There are some instances, when certain brands may not want to be associated with specific competition, which ends up turning away prospects. For more established brands, the use of their logo to endorse your company may also require permissions. Not doing your due diligence when it comes to these things could cause conflict with long-term clients.

4. Provide incentives, they boost conversions

Incentives for prospects can definitely give your landing page conversions a big boost. However, it can also negatively affect your conversions. It’s a technique that may generate an initial spike in conversions, but once the incentive is received, you’re left with prospects who are disengaged.

If you really want to incentivize your visitors, do so using something that is directly related to your offer. For example, if you’re a business that offers online marketing, you could provide a free downloadable white paper focused on the subject. This way, you know that anyone taking up your offer is truly interested in your product or service.

Bottom line…

It’s also worth remembering that no two companies are identical—which means that these tips, no matter how popular they are, won’t deliver the same results across the board. The key to successful landing page optimization is careful alignment and execution of your objectives, as well as taking the time to test what works best for your audience.

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