When creating a page, think about the main thing you want it to achieve. For a lead-gen page, it’s capturing people’s details. For a click-through page is getting people to, well, click through. The goal of a product page is to make people buy.
Each page should only have one goal. Not two, not three. Just one. Marketers sometimes squeeze several goals on one page, with the thought of “But if people don’t want to sign up, perhaps we can let them download a whitepaper as an alternative”. Nope! If that’s the case, your ads suck because you’re targeting the wrong audience. Please don’t go down that route. The whitepaper download will distract your users from what they should do: sign up.
Always have clarity about what the job of a page is. All other things you add will create friction and distraction.
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Done&Tested shares conversion rate optimization tips with digital marketers, designers and business owners. Each week I add a conversion tip or insight I love, or just blows my mind. All tips are meant as inspiration and I recommend split-testing them because they might not work for your audience. I work as a freelance conversion specialist. Would you like to share a tip as well? Drop me an email here.