I\u2019ve been doing some consulting on landing pages recently, and in all the companies the same mistake has been made.<\/p>\n
It\u2019s a mistake which is costing them optins.<\/p>\n
And, in the case of one person, making the changes increased them by over 100%!<\/p>\n
Since then I\u2019ve been looking for this mistake and it\u2019s being made on hundreds of landing pages.<\/p>\n
Imagine that you\u2019re on holiday\u2026<\/p>\n
You\u2019re walking along the boulevard trying to decide which of the restaurants you want to walk into and there\u2019s staff outside each of them vying with your attention to get you in.<\/p>\n
Generally speaking you ignore most of them, but occasionally one takes your fancy.<\/p>\n
Usually this is because it looks nice, it\u2019s busy or you happen to be attracted to the person asking you to come in.<\/p>\n
Whatever the reason you decide to stop. Which is when the staff member pounces.<\/p>\n
They start by telling you how good their food is and then they move on to tell you how bad other restaurants are.<\/p>\n
What do you feel?<\/p>\n
The chances are that you walk away and don\u2019t eat there.<\/p>\n
Why?<\/p>\n
Because of the negative feeling that the staff member gave you.<\/p>\n
They didn\u2019t mean to give you this negative feeling, they did it by mistake because they mentioned how bad the other restaurants nearby were in comparison to theirs. They thought they were persuading you to come and eat with them when in fact they were doing the opposite.<\/p>\n
And that\u2019s because they used negative words. Which is exactly what a load of people are doing on their landing pages.<\/p>\n
Think of your landing page as being one of the restaurants on the street. You\u2019re fighting to be noticed amongst a crowd of people selling something very similar.<\/p>\n
There could be a range of reasons someone decides to visit your landing page instead of your competitors, but once they\u2019re there you certainly don\u2019t want to fill them with negative feelings.<\/p>\n
Which means\u2026 there should be no negative words at all on your landing page.<\/strong><\/p>\n Go take a look at your landing page and tell me if you can see any negative words on it.<\/p>\n You\u2019re probably thinking that there aren\u2019t any.<\/p>\n But read it again.<\/p>\n Are you 100% sure that there aren\u2019t any negative words on your landing page?<\/p>\n Check just below your optin form.<\/p>\n Is there a line that says something like\u2026<\/p>\n We will NEVER share your details. We HATE Spam.<\/em><\/p>\n That\u2019s pretty common on almost every landing page you see.<\/p>\n But in our tests, we have found that landing pages that contain this sentence perform worse than those without it.<\/p>\n And in honesty, it\u2019s not that surprising considering the words we are highlighting are Never, Hate and Spam.<\/p>\n Three words that have hugely negative associations with them.<\/p>\n It doesn\u2019t matter that we\u2019re saying we won\u2019t don\u2019t that to our subscribers. They\u2019re subconscious is taking into account these words and reducing their comfort of opting in without them even realising it.<\/p>\n But don\u2019t take my word for it.<\/p>\n Take a few of your most visited landing pages and create a split-test by leaving one as it is and then removing all the negative words from the new one.<\/p>\n I think you\u2019ll be surprised by the results!<\/p>\n","protected":false},"excerpt":{"rendered":" I\u2019ve been doing some consulting on landing pages recently, and in all the companies the same mistake has been made.\nIt\u2019s a mistake which is costing them optins.\nAnd, in the case of one person, making the changes increased them by over 100%!\nSince then I\u2019ve been looking for this mistake and …<\/p>","protected":false},"author":1,"featured_media":674,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[43,11],"tags":[],"location":[],"_links":{"self":[{"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/posts\/670"}],"collection":[{"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/comments?post=670"}],"version-history":[{"count":0,"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/posts\/670\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/media\/674"}],"wp:attachment":[{"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/media?parent=670"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/categories?post=670"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/tags?post=670"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/michaelwilding.com\/wp-json\/wp\/v2\/location?post=670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}