B2B Web Strategy Blog – eMagine

7 ways your landing page(s) can go wrong

July 22nd, 2009 Posted by: Bill Gadless

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.

Entry Filed under: B2B Web Strategy,Converting,PPC