Excerpt from the article:
Usually there’s one of two reasons for a bad landing page.
- (a) the marketer didn’t think about this specific interaction, and the experience is accidentally bad.
- (b) the marketer thought about it — but they thought more about what they wanted (the conversion) rather than what the respondent wanted.
The analogy of these types of landing pages is that they’re like pick-up lines.
They’re shallow, optimized simply to “close the deal.”
And, frankly, most people don’t respond kindly that to that approach.
Which is why, more or less, the bounce rate on landing pages is typically around 95%.
I believe that the path to redemption — which may sound a little counter-intuitive — is to stop thinking about landing pages.
Landing pages are a marketer’s construct.
No regular person says, “oh, I can’t wait to check out their landing page.”
Instead, think about experiences.
Through the eyes of your prospect, when they click through on your ad, do you give them what they want?
Do you give them reasons to love you?
Think Outside The Landing Page Box
There are many ways to achieve this, but I’ll focus on just one here: you don’t have to limit yourself to one page.
A landing page is a page.
A landing experience is something more creative, open to taking whatever form serves the respondent best.
Curated by Agostino Caniato:
Read full article here: http://selnd.com/KCCHaO