A co-worker of mine likes to compare the way the PPC industry thinks of landing pages to Plato’s Allegory of the Cave. Within the industry there is a definite picture for what landing pages should look like and how they ought to function. But like the individuals in Plato’s Allegory, the PPC industry is imprisoned in a cave looking at a mere shadow of what their post-click experience could look like. These shadows (traditional landing pages) suffer from three glaring deficiencies in traditional landing pages.
1. they are unengaging- no one likes reading testimonials or filling out lead-gen forms
2. they are unintuitive- all of them look different and require a certain degree of orientation by prospects
3. they are unoptimized for phone screens - I’m not talking about page load times. Mobile landing pages are cramped, text-heavy versions of their desktop counterparts
So what is outside the cave then? What does an engaging, intuitive, and mobile-optimized landing page look like?
It looks like this:
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