Top 5 Landing Page Myths

It can be a somewhat tricky process, developing landing pages. Most of us spend long hours writing, designing, testing and optimizing, just to get that perfect landing page that successfully converts traffic into leads, and leads into customers.

After all, the landing page is one of the most important parts of the marketing funnel, right?

And yet, after all this time, there is still no general consensus on what exactly needs to be done in order to create the perfect landing page.

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There are, however, plenty of myths that are being spread around the Internet.

Just to make sure that you don’t fall into the pit of landing page myths, I’ve gone ahead and debunked a few for you.

Myth #1 – All conversion elements need to be above the fold.

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This is a common belief. Most of the “experts” tend to agree with it, too.

Supposedly, you need to keep all the important elements of the page above the fold, because your visitors are unlikely to scroll down to read more.

However, various studies (including one by KISSmetrics) have found that the fold doesn’t really affect conversion.

If people are motivated to convert on a page, they will, regardless of where you put your call to action. 

According to KISSmetrics, the most important factor in increasing motivation is compelling copy, regardless of length.

So don’t worry about the fold. The fold is a myth. Instead, work on coming up with copy that motivates and converts.

Myth #2 – Shorter is better.

In Internet marketing, there is no such rule.

If you’re relying on Google for traffic, for example, you’ll actually need to have a decent amount of text on your landing page to get better rankings.

Turns out that the K.I.S.S (keep it short and simple) rule doesn’t always apply.

You’ll need to do some A/B testing to see what works for your landing page when it comes to converting your visitors.

Myth #3 – One landing page is enough.

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Actually, the more landing pages a website has, the more traffic it gets. 

If you only have a few landing pages, you’re actually missing out on leads, traffic and customers big time, and leaving a ton of money on the table.

Every new landing page you create is another opportunity for you to appear in search engines and get your links shared on social media, which means more traffic flow, more chances to sell and boost your advertising income.

So yes, you’re going to need more than just one – most business see a 55% increase when they increase the number of landing pages they have from 10-15.

Myth #4 - Once it’s written, you’re done.

As with most things online, landing pages are in a constant state of flux.

The compelling copy and perfect page design elements that converted so many visitors this week may not be as effective in a few months time.

Heck, with the Internet, some things that worked today may not even work tomorrow!

Be flexible and open-minded, test your landing pages, and keep coming back to tweak and improve things.

You can’t just build them and leave them – especially since landing pages are often the backbone of the marketing funnel.

Myth #5 – Changing the color of your CTA button from green to red will increase conversions.

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Most of the time, this is true for any of your buttons – a red call to action button will almost always outperform a green call to action button.

However, there is no one color that will always be able to convert more and more people.

Depending on your page design and product, you might find that other colors work better for conversions. So get A/B testing and find out what works best for you.

Or you could check out my previous post to get more tips on how to optimize your landing page.

 

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