Landing Page Mistakes that Lose Conversions

– Posted in: Conversions

What’s a Landing Page? A landing page is the section of a website accessed by clicking a hyperlink on another web page, typically but not limited to, the website’s home page.

What are conversions?

According to Google Analytics,

A conversion is the completion of an activity on your site that is important to the success of your business. For example:

  • a completed sign up for your email newsletter (a Goal conversion)
  • a purchase (a transaction, sometimes called an eCommerce conversion)

The goal is to create traffic, gain subscribers, and gain sales. What happens to your traffic once they hit your landing page? Are you seeing traffic fizzle out after they hit that landing page?

Often, you’ll find that your landing page is killing your conversions! Review your landing page. If your landing pages have the wrong content or too much content, for instance, or too many images to distract your visitors, you’ll see your conversions drop. So, let’s review your landing pages to see if we can pinpoint potential problems, and then begin to take steps toward growing revenue.

I read an article that reported, “64% of marketers say that landing pages are the most effective way to test value proposition.” (MarketingSherpa)

I had to look up the definition of ‘Value Proposition.’ Value Proposition is a business or marketing statement that summarizes why a consumer should buy a product or use a service. This statement should convince a potential consumer that one particular product or service will add more value or better solve a problem than other similar offerings. So, your landing page is the most effective way to convince people to buy from you!

  1. I think the number one thing that turns me off from a landing page, and sends me surfing on by is, TOO MUCH TEXT.
  • Too much text and your pages become confusing.
  • Your visitor may lose interest and stop reading because there’s just too much to read. You need to capture their attention within 5-10 seconds, or you lose them for good.
  • Your visitor may not understand what you’re offering.
  • If your visitor can’t figure out the point of your page, they’ll leave.

Personally, I don’t have time to read through a lot of text! I’ll skim a page and move on.

 So, what can we do?

  • Use bullets
  • Use BOLD print to offset text and draw the eyes to a point.
  • Highlight the most important points of your product or service.

  1. Landing page takes TOO LONG to LOAD!

40% of consumers abandon a website that takes longer than 3-seconds to load. I find that unbelievable. However, think about it… How long do you wait for a page to load before you turn away and look for another page? I’d like to think I’m tenacious…I’ll wait 5-10 seconds before I give up. I’ll even give the website the benefit of the doubt and try a refresh before I give up.

  • Shoppers who are dissatisfied with the performance of your website are less likely to buy from you.
  • Let’s figure this out. Say your eCommerce site makes about $100,000 per day, a 1 second page delay COULD potentially cost upwards of $2.5 million in lost sales every year! That’s a lot. Now, depending on how many customers you have per day, per year etc. could change the percentage of conversions. (KISSmetrics)

So, what should you do?

  • Get rid of unnecessary text and images. De-clutter your landing page. The more content on the page, the slower it loads. The larger the images are, the slower the page loads.
  • Test page load on both mobile and desktop machines. You can also go to Pingdom.com and use their tool to check your website load time.

  1. This one’s a tough one and takes some thought. Your HEADLINE isn’t an ATTENTION GRABBER – OR your HEADLINE is MISSING!
  • Perhaps your headline is too generic, too boring, or just too long!
  • Approximately 77% of marketers who test are testing their headlines. (MarketingSherpa)
  • There should always be a headline to greet your customer and to let them know the point of the page.

Headlines are important, so really think about these fixes.

  • You must have a headline!
  • Your headline should be specific.
  • Your headline must reflect the page content.
  • Your headline should be long enough to get the message across, but not so long that it becomes confusing or sends your visitor clicking off the page.

  1. Another big turn off is REQUIRING TOO MUCH INFORMATION.
  • Visitors don’t like when they have to sit there answering all your questions. There’s a reason why we don’t like to fill out surveys. They’re too long and time consuming!
  • I would rather leave a site with a long form, missing out on whatever is offered, just because I don’t want to sit there entering the requested information.

What’s the fix?

  • Only ask for relevant information needed for the product or service.
  • Make your forms easy to find, easy to navigate, and easy to fill-in.

  1. No one specific CALL TO ACTION
  • Many landing pages have more than one offer. It confuses visitors! A confused customer means lower conversions/fewer sales for you.
  • Did you know that landing pages with multiple offers get 266% fewer leads than a single offer? (Wishpond) That’s a great loss!

Try this instead.

  • Try the K.I.S.S. method (keep it simple stupid). What I mean is keep it simple for your visitors by having only one offer on your landing page. The least number of offers per page, the greater your conversions will be.
  • Make your call to action easy to find, easy to understand, and simple to complete.
  • You will get better conversion results if you have more landing pages with one offer each than one landing page with many offers. You can have as many landing pages that you need for the various products or services you want to push.

  1. Your site LACKS CREDIBILITY
  • Visitors see generic endorsements
  • Visitors trust reviews more when they see both positive and negative responses.
  • Customers are more likely to trust precise numbers over rounded numbers… it’s more accurate.
  • Visitors look for trust badges like the VeriSign symbol.

Fix all that by

  • Adding HONEST testimonials
  • Displaying a Trust Badge
  • Not overstating your results or products
  • Making sure terms and conditions are easy to read and understand.

  1. Do you test your landing pages to see what works?

Test a few landing pages and track their results. Anything that does not increase the conversion rate should be changed.

  • Have several versions of a landing page available and track which pages get more click-through rates.
  • Test your market ideas, page layout, and wording. Keep track of what gets the conversions.
  • NEVER stop testing and tweaking your page.
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