Landing Page Design Tip:
Navigation Menu Needs To Go
– How many times have you been to a website and been overwhelmed by the number of choices available?? You came there looking for one thing, but you left before finding it, simply because there was no clear path to what you wanted. ?#Fail
Good Landing Page Design fixes that.
Create Leads – The only purpose of Landing Page Design… Period.
Here’s a better Inbound Marketing Strategy.? When a Visitor arrives at a landing page it’s because they responded to a very specific offer, a CTA (Call to Action) from another location. ?Visitors know why they’re on your website and expect a clear path to getting what they want.
If that path is confused by too many choices, they are less likely to act upon the original reason they came there in the first place (We call this cognitive dissonance). The navigation menu on a landing page only gives them an opportunity to NOT do what you want them to do. ?So don’t put it there.
Keep in mind; it’s important that you think in terms of creating many landing pages, each one very specific to a very limited action. What outcomes are you hoping the Visitor will perform? You’ll probably want a landing page designed for each of these outcomes/conversions.
According to Hubspot, Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10.
Won?t I catch more fish with more hooks in the water?
Sure. ?Any Inbound Marketing Expert knows that. But you’d better have the right bait to catch the biggest and best fish!
It?s why we suggest multiple limited-navigation landing pages instead of one page with a bait-bucket full of choices.? If you bait the hook the right way and cast the line in the right place, you will catch fish.? Don?t scare the fish away with too many choices on one page.? Use good landing page design by giving Visitors them exactly what they came.
Think About It?
To understand how to create optimum landing page design without using the website?s navigation menu, it helps to understand three distinct steps in the consumer buying process:
- Performing Research
- Establishing Buying Criteria
- Evaluating Vendors
At this point the Visitor realizes there?s a problem that needs a solution.? There is an information gap that needs to be filled.? The Visitor who is serious about solving the problem is willing to give a little to get a little.? In this case, good Landing Page Design will get them to give their email address in exchange for:
- Free Whitepapers
- Free Guides & Tip-Sheets
- Free eBooks
- Free Checklists
- Free Videos
- Free Kits (combo of above)
Each of these offers needs a CTA that speaks directly to them in their language, that leads the Visitor to a Landing Page that is just for this one item and that includes a path to a Thank You Page as well.
Establishing Buying Criteria
Once the education process is under way, the Visitor begins to recognize the need for a solution like the one you are providing.? There is a willingness to dig deeper into the learning process for further evaluation. This is where the following offers in your Landing Page Design will get traction:
- Free Webinars
- Case Studies
- Free Samples
- Product Spec Sheets
By directing this kind of Visitor to these kinds of offers, you are more likely to relate to their needs. When a Visitor exchanges their information, they become a Lead.
Once confidence in your ability to provide a solution is established, the Prospect is ready to find solutions to their needs.? They are ready to buy.? Your Landing Page Design needs to provide information that facilitates their decision:
- Free Trials
- Free Consultations
- Estimates or Quotes
Each of these offers should once again have its own path for the Visitor, a compelling CTA, and of course Landing Page Design with limited navigation that results in the Visitor taking the desired action.? Remember to include a link to a Thank You page.
Wouldn’t be a good Marketing Consultant if I didn’t warn you about following this Landing Page Design advice to the letter, though.?? When you decide to go fishing for new customers, you?re probably going to need a bigger stringer.
Want to learn a lot more about Landing Page Design?? Download our Free Landing Page Design e-book: