I was doing a little research today and I came across a landing page that just made me… well, sad. I’m sure you’ve seen them, they promote eBooks, info products, and other intangibles. Of course I’m talking about the all landing pages that use numerous testimonials, most likely fake earnings reports, and cheesy one liners; and for this report I present the page that ticked me off, AdWordsKiller (don’t worry, it’s a non-weighted link). So I’ll start off with a number of things wrong with this page…
- Ugly 90’s table based design.
- Numerous exit points, all in different areas.
- Non uniform text and annoying high-lighting.
- Confusing check out system.
- 4 “P.S” endings.
- Audio testimonial hard to find.
- Overusing the “Check” box.
- Excessive page length.
- Approx. 6100 words in copy.
- Pointless price reduction that no one believes
There are 10 things that suck, and there are a lot more on there.
I realize that tons of landing pages are built like this but I can’t imagine why. Honestly every bit of information of that page could be summed up into one paragraph…
If you buy this hot chicks will sleep with you, you will practically get mailed checks for no working (direct deposit is available on request), and everyone is doing it! We have the secret and it will only cost you $97 for this crappy digital pamphlet full of information that can easily be found anywhere on the web! BUY BUY BUY!
I know people make money with this method, but eventually they have to realize that they could have MUCH better results with a more streamlined page that doesn’t make outrageous promises and isn’t as long as The Da Vinci Code.
To better this landing page I would do just a few things.
- Start Over.
- Hire a copy writer to write an attractive, relevant title and concise sales letter, no more that 250 words.
- Get a streamlined Flash video presentation highlighting the methods you will teach and few ACTUAL testimonies.
- Post a picture of yourself to induce trust.
- Make ONE exit point. Most likely a sign up/purchase box, that starts with just an email so you can follow up if they abandon the during the checkout process.
So in conclusion, I would advise to keep landing pages short and relevant, maybe have a link to a FAQ, but please don’t parade your testimonial propaganda in front of me like I’m a hungry dog… It’s just bad manners.