Hopefully, we’re all well aware by now of the critical importance of landing pages, due to their tremendous leverage; 50-80% swings in conversion rate from seemingly minor changes to headlines, copy or design elements are commonplace. And there’s certainly a lot of info “out there” on how to do landing pages right.
Well folks, Google wants to help, too. In fact, they recently released a webinar treating the 7 most common mistakes marketers make with landing pages. What? …you don’t have the hour+ you’ll need to view it? Then you may want to click on over to Karim Gargum’s blog for his nifty bullet-point summary. We’ll just list them here; for a bit more explanation, see Karim’s post …or better yet, the full webinar.
- Unclear – or missing – call to action
- Too many choices (including navigation to other parts of your site, a big no-no)
- No clear connection with the upstream ad
- Too much text
- Requesting too much information
- Insufficient credibility/trust
- Visual distractions
Avoid these 7 deadly sins, and your B2B will reap the rewards of higher conversion rates and hence improved return on its PPC investment.
