There is a lot of information on the internet about landing pages. This is incredibly useful for brands and marketers looking to improve their conversion rates. Developing successful landing pages is a tricky and time-consuming process (as you probably already know). So, you need any help you can get out there.
However, you cannot trust everything you find and read on the web. For some reason, incorrect pieces of information have a tendency to spread faster online than their factual counterparts. As a result, a number of common landing page myths have become persistent in the marketing and advertising industry. Luckily, we are here to dispel them.
In this article, we will go over five landing page myths you should completely disregard and more! Once you finish this blog post, you will be armed with knowledge that can help you boost your conversion rates and grow your business!
Without further ado, let’s see what we’ve prepared for you!
Marketers need to be prepared for the challenges the industry may throw their way. That’s why they spend a lot of time meticulously planning, organizing, researching, implementing, and running tests. But their work is far from over even then. Their next step is to analyze the results. This will improve their future campaigns and tell them what their customers want to see.
A/B testing helps you test multiple versions of the same page. It is also useful for landing pages as it tells you which version will generate the highest conversion rates.
Typically, marketers always want to find ways to improve their target metrics. Perhaps they can come up with a subject line that will generate better email open rates. Or write a more eye-catching call-to-action (CTA) to boost click-through rates. Indeed, experienced marketers know that one of the keys to success is being one step ahead (and disregarding landing page myths).
For instance, you can gain advantage by knowing important statistics about landing pages. Here they are:
It’s wise to keep these figures and information in mind for your business. Landing pages are a crucial part of your company as they can drive more traffic to your website, improve SEO, and build your brand. Do not disregard them if you want to achieve your marketing goals!
Now that we’ve gone over these statistics, it’s time you learn about landing page myths. Something tells us you’ve already heard about some of them.
Let’s check them out!
Lots of people and businesses think that they don’t need many landing pages. Perhaps you are one of them. If we were to visit your website, maybe we would find only two or three landing pages. It’s a good thing that you have them on the site, but you should add more of them! Otherwise, you are missing out on leads, traffic, and new consumers.
Studies have shown that websites with 10-15 landing pages tend to increase their conversion rates by 55% compared to sites with less than 10 landing pages. With every new landing page, you are increasing your chances to appear in search engines or get shared on social media. Naturally, additional exposure won’t hurt your business one bit.
Here are other landing page myths that are persistent in the industry.
While exploring the subject of landing pages on the internet, we’ve stumbled upon another incorrect information. And as we are in the process of debunking landing page myths, we thought it would be wise to include it in our article as well. This one has to do with form length.
You might have heard here and there that shorter forms perform better than longer ones. However, there is no tried-and-true formula as far as form length is concerned. It all depends on which goals you want to accomplish with the form.
Is your objective to attract a bunch of new leads? Choose the short form then. Do you want to get qualified leads? Go with the longer form. Bear in mind that one is not better than the other — each is suitable for a specific goal!
Sometimes landing page myths go as far as to suggest which color marketers should use for their call-to-action buttons. Indeed, there has been a lot of controversy about which color converts best. Unbounce decided to contribute to the debate by declaring that the future of CTA buttons was something they called “BOB,” i.e. Big Orange Buttons.
But, you probably know that marketers have a hard time choosing between two colors: red and green. There have been a number of A/B testings whose goal was to determine which color produced better results. A red CTA button outperformed a green CTA in some cases. However, there is proof that sometimes it is the green button that gets more clicks.
However, no one can tell you for certain which of these two colors you should select. Too many elements decide the success of the landing page. Sometimes green works better with the design of your page and not red and vice versa.
Remember — there is no one right color that will increase your conversion rates better than the other. Test colors yourself to see which one is more suitable.
Landing page myths have convinced some marketers that a specific color and only short form can help them meet their goals. But they didn’t stop there. One myth maintains that the landing page copy should be short and sweet. After reading our Myth #3, you are aware that this isn’t true!
You should run tests on your landing page to discover what copy length your visitors need. However, know that the quality of the text is what matters, not the length. The copy should be as long as it needs to be to convey your message in a clear and effective manner. Just make sure that your text is relevant, organized, and compelling!
Now, we’ll wrap up our article about landing page myths with the one concerning content positioning.
Another common belief in the industry is that you should keep important content on your landing page above the fold. Presumably your customers won’t scroll down to fill out the form or learn more about what you want them to do.
As you’ve probably guessed, the fold doesn’t play a key role in conversion. According to one survey, when consumers are motivated to convert, they do that, regardless of where you place the form submit button. At the end of the day, the thing that can make or break your landing page is copy.
Building a landing page can seem like a difficult and daunting task based on these myths. However, through a lot of testing and practice, you will develop a landing page that converts!