The Silent Landing Page Conversion Killer (And How to Stop It) – Unbounce

Including too much irrelevant info on your landing pages is dangerous because it dilutes your message, overwhelms visitors and hurts your conversion rate. If your visitors are slammed with excess copy, they can’t quickly determine what you’re offering, identify whether they want your offer or convert with your (buried) CTA.

Lightboxes, a remedy for excess copy, are modal windows that open over a landing page, filling the screen and dimming the content behind. They allow you to prominently display content requested by your page visitor (your visitors click a button to prompt them).  Lightboxes help you add nice-to-know details onto your landing pages (like speaker bios, featured products, your privacy policy or terms of service), all the while keeping your audience’s focus on your CTA. By designing your page with these in mind, you can include information a visitor would otherwise have to navigate away from your page to find.

Here are some examples of nice-to-have content that fits nicely in lightboxes:

Speaker bios
Extras and fine details
Privacy policies
Lead gen forms 

Source: unbounce.com

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