Content Marketing, Owned Media
Published By:
1.1K

Want a high landing page conversion? Go naked.

We went naked at AmeriFirst Home Mortgage and have a landing page conversion rate that hovers – thanks in some part to those naked landing pages – between 30 percent and 40 percent.

You can find many ways to boost engagement on landing pages. One way we make sure those who land there stay there and take the next step is to keep their options limited. That’s what “go naked” really means. We decided a long time ago to strip our landing pages of navigation so visitors could focus on what’s most important on the page: the offer and the form.

The example below from AmeriFirst Home Mortgage compares the home page to a landing page. The navigation bar at the top (and at the bottom, though not pictured here) are absent, but the global header remains intact to retain consumer trust. Major design changes – especially in the financial sector – are likely to cause users to abandon the site. But, by keeping our pages navigation-free, viewers have limited distractions. They see the offer, read the information and fill out the form.

amerifirst naked landing page

The graph below shows 3 of our most popular offers by submission rate. Each of these landing pages follows the same basic design – naked. While many other factors go into landing page success – load time, color, readability – naked design without navigation certainly ensures a focused viewer who sees what you want them to see and who is more likely to read the message and move on to the next step.

conversion-ratesAccording to research by a HubSpot resource, removing navigation can increase conversion from 10 to 50 percent. That’s a pretty easy way to improve efficiency. Instinctively, it makes sense: The fewer choices a reader has, the more likely they are to follow the path laid out before them.

Viewers will bounce from a landing page in as few as eight seconds if they don’t see what they’re looking for. Don’t you want them to see exactly what your call to action promised? Removing navigation is one step in this process.

Don’t just take my word for it. Always test. Start with a naked landing page, measure conversions and try adding some navigation back in. If your conversion rates drop, change your strategy.

Marketers are no longer tied to feelings and hunches. We can slice and dice data like a surgeon, and hone our skills through science: hypothesize, strategize, analyze and improve.

revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources




Most Read

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.