8 Landing Page Bloopers

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ion interactive

Eight landing page bloopers, with best practices for avoiding them!

Negócios Tecnologia Design

8 Landing Page
Bloopers

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. The inexcusable error
2. Annoying pop ups
3. Missed user expectations
4. Home-not-so-sweet home
5. The cookie-cutter design
6. The call to inaction
7. Information overload
8. Boring visitors to death
What’s Inside...

1. The inexcusable error
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
Broken links
Buggy forms
Browser incompatibilities
Proof thoroughly
Multiple sets of eyes
Test across browsers & devices

2. Annoying pop ups
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
Immediate pop-up
Irrelevant offer
Inappropriate timing
No testing
Targeted pop-up
Relevant/valuable offer
Conveniently timed
Tested...how are conversion
rates impacted?

3. Missed user expectations
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
Message mismatch
Unfulfilled promises
Visual inconsistencies
Message match
Fulfilled promises
Visual continuity

4. Home-not-so-sweet home
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
Sending paid traffic to
homepage or deep link
No testing
Dedicated landing pages
Campaign-specific
Traffic-source specific
Testing & optimization

5. The cookie-cutter design
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
Formulaic design
Stock photography
Telling vs showing
Actionable design
Compelling imagery
Showing vs telling

6. The call to inaction
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
Generic CTAs
No direction copy
No visual direction
Actionable CTAs
Directional copy
Directional cues

7. Information overload
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
Too much, too soon
Text-heavy content
Competing content (top nav,
right nav, text links, social)
Simple, focused
Content broken
up into multiple pages
Good use of white space

8. Boring visitors to death
© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Blooper Best Practice
No imagery
No design
No incentive!
Engaging imagery
Compelling content
Strong branding

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands create, test & optimize highly
effective landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com

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8 Landing Page Bloopers

1. 8 Landing Page Bloopers

2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. The inexcusable error 2. Annoying pop ups 3. Missed user expectations 4. Home-not-so-sweet home 5. The cookie-cutter design 6. The call to inaction 7. Information overload 8. Boring visitors to death What’s Inside...

3. 1. The inexcusable error © i-on interactive, inc. All rights reserved • www.ioninteractive.com

4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Broken links Buggy forms Browser incompatibilities Proof thoroughly Multiple sets of eyes Test across browsers & devices

5. 2. Annoying pop ups © i-on interactive, inc. All rights reserved • www.ioninteractive.com

6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Immediate pop-up Irrelevant offer Inappropriate timing No testing Targeted pop-up Relevant/valuable offer Conveniently timed Tested...how are conversion rates impacted?

7. 3. Missed user expectations © i-on interactive, inc. All rights reserved • www.ioninteractive.com

8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Message mismatch Unfulfilled promises Visual inconsistencies Message match Fulfilled promises Visual continuity

9. 4. Home-not-so-sweet home © i-on interactive, inc. All rights reserved • www.ioninteractive.com

10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Sending paid traffic to homepage or deep link No testing Dedicated landing pages Campaign-specific Traffic-source specific Testing & optimization

11. 5. The cookie-cutter design © i-on interactive, inc. All rights reserved • www.ioninteractive.com

12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Formulaic design Stock photography Telling vs showing Actionable design Compelling imagery Showing vs telling

13. 6. The call to inaction © i-on interactive, inc. All rights reserved • www.ioninteractive.com

14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Generic CTAs No direction copy No visual direction Actionable CTAs Directional copy Directional cues

15. 7. Information overload © i-on interactive, inc. All rights reserved • www.ioninteractive.com

16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice Too much, too soon Text-heavy content Competing content (top nav, right nav, text links, social) Simple, focused Content broken up into multiple pages Good use of white space

17. 8. Boring visitors to death © i-on interactive, inc. All rights reserved • www.ioninteractive.com

18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Blooper Best Practice No imagery No design No incentive! Engaging imagery Compelling content Strong branding

19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create, test & optimize highly effective landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com

20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com