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.