Nothing kills conversion rates faster than a navigation bar on your landing page. What’s worse than a navigation bar? No landing page at all… sending click thrus to your home page!

Think of it this way. Offering visitors too many options is like the difference between a local and an express train. A landing page is the express train and takes you directly where you want to go, quickly and easily… no stops.

Well, no landing page is like the local train. It, too, will take you where you want to go, but not without several stops. And what happens when you get off on one of those stops ? You’re likely not to continue to your final destination.

The idea behind the landing page is to provide specific content based on a specific action — usually completing a form. When you give visitors more than a “submit” button, you’re shooting yourself in the foot… not to mention blowing a huge hole in your conversion rate.

And above all, avoid sending visitors to a generic web page expecting them to find the special offer that inspired them to click thru to your site in the first place. Use a landing page that reiterates the offer and its benefits. Plus make the form easy to access — above the fold — and easy to complete.

One final note… your creative and copy should be similar to the email, mailer or banner that drove visitors to the landing page. Message and creative continuity from input to output is a good way to boost conversion.

Try it… just these few simple changes can boost your campaign’s conversion rates.

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