It’s a very common marketing error to place navigation to other products or offers on a landing page. The thinking is that, “We’ve got them here. We should show them all our great products, and tell them all the great messages we have to tell.” Landing pages need to be greatly simplified compared to many other website designs. This is because landing pages should have specific goals and shouldn’t include any extraneous information that might distract your page's visitors and prevent them from converting to a lead.
MarketingSherpa's data above shows the range of improvement that result from landing page element testing. You can improve the performance of your offer page - by removing the navigation - from 10 to 50%!
Every navigation element offers the page visitor a choice other than the action around which the page is presumably built. If conversion is the goal, be it a purchase or registration, removing those distractions is an effective tool.
First, many visitors will bounce off a landing page in less than eight seconds, and if you want to have an impact, don’t dilute or distract from the key message. Once a prospect has been led to your landing page, reinforce the offer and get them to convert.
Second, it is easier to measure the impact of your offer, messages, and page design when there are fewer distractions like other navigation.
Without other navigation elements on your landing page, the reasons for conversion failure can be limited to:
a) the offer wasn’t good,
b) the design wasn’t good,
c) too many questions were asked.
If you keep the page focused, then you maximize your ability to test the page’s effectiveness and increase your conversion rate.