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Leaky Landing Pages
Your landing pages should not have leaks!
Let me start with definitions. First, a landing page is simply any web page that a visitor can land or arrive on. However, we typically refer to landing pages as being standalone pages on a website used for marketing purposes. For example, if you are running online ads (Google, Facebook, etc) and you want those people to land on a specific page related to that ad… that’s when you have a landing page.
We usually try to make sure those pages aren’t accessible any way through the site other than through that link, and won’t be indexed in search engines.
So what’s a leak?
A leak is any link on that landing page that takes your user off the page. When it comes to landing pages, you want to have zero leaks. Your user has landed on this page because they have clicked on a link somewhere that has guided them to this page, so they have a specific interest in the topic on this page. We don’t want them to jump to another page.
Why should there be no leaks?
Because leaks kill conversions. The site visitor is interested in what you are offering and they are thinking about the next step and then SQUIRREL they click a link and suddenly they are somewhere else and your conversion is forgotten.
No Squirrels Allowed!
This means you need to eliminate all links that leave the page. That means no navigation bar. No links for “more info.” No links to a contact page. This also means that everything you need for a conversion needs to happen right on this page. This page needs its own contact form, it needs to have a compelling call-to-action, and it needs to be convincing without sending your user to another page.
Don’t make the mistake of having a landing page with leaks. Be sure to check thoroughly. It’s easy to forget when copying and pasting content that there’s a link embedded. Make sure the page is clear and concise and your site visitor can’t get anywhere else. Your conversion rate will thank you!