In some fields, people advocate for sticking with the norm. They may be afraid to experiment, especially when money is involved. They may argue in favor of the old adage, “If it ain’t broke, don’t fix it.” This doesn’t apply to the field of marketing, however, where trailblazers and out-of-the-box thinkers rule the day.
Complacency can sink you when it comes to designing landing pages. Sure you take a risk when you try something new, but it’s often worth the gamble when you finally get to that brilliant new idea.
There are a number of popular web design tactics, but just because they are commonly used doesn’t mean they are the best choice for your website. Consider these conventional website practices and some of the drawbacks associated with them.
- Minimalistic design – This design theory suggests that landing pages must be as calm, empty, and spacious as possible. Distractions should be eliminated or minimized. The issue with this type of design is that different audiences will respond at different times to different stimuli. If you’re designing with minimalism in mind, make sure to test your design thoroughly to see how different audiences will react to it.
- Smiling faces – Studies have shown the positive impact of smiling faces on conversion rates. When viewers see images of happy people on the screen, they are often compelled to take action. There are, however, some audiences that feel distracted by these images. Others may sense that you used stock photos and feel that your message is less authentic.
- Security seal – A security seal can assure your audience that there is nothing to fear from visiting your site. They can know that any personal information they leave with you will be protected. However, for websites that do not sell, the appearance of these seals might create fear of upcoming, unpredictable changes.
- Offer only legitimate service packages – It is common on a product’s page to include several options, optimizing the price points for maximum revenue. However, some companies have tried adding in a couple irrational options that nobody wants to buy to boost sales of the more practical options. This works because customers like to make comparisons and will naturally gravitate toward the more legitimate offers.
- Hiding the price – In a person-to-person presentation, you may not want to disclose prices until the end of the presentation. Some websites adopt this practice, too, hiding the price at the bottom of the page or until an item shows up in a shopping cart. Some designers, however, have found that posting the price for all to see can actually increase sales.
There is no guarantee about what will or won’t work on a website. Challenge conventional wisdom, try new things, and make sure to track your results to see what works best for you.