A fine-tuned landing page can be an endless source of new leads and more sales for your company. It can make your PPC and email marketing efforts well worth the time and money they take to get off the ground, and it can turn your website into your company’s best sales tool.
The problem? Most landing pages aren’t “fine-tuned.” In fact, if we can be brutally honest, most landing pages stink. Instead of bringing in the customers, they drive them away, thanks to some key mistakes that kill conversion rates.
So, if you have a landing page that’s just not generating the conversion rate you’d hoped for, listen up. You might be making one or more of these 9 huge landing page mistakes.
Lack of a strong, benefit-driven headline—Your headline will often make or break your landing page. If it doesn’t immediately grab the visitor’s attention and make them interested in reading through the rest of your page, you’ve failed and the visitor will click away. Have a strong, clear headline that is focused on a key benefit of whatever it is that you’re selling.
No call to action above the fold—Did you know that web users spend most of their time looking at content that’s above the fold on a website? In other words, people don’t like to scroll down. That means you need to put your call to action above the fold on your landing page, ensuring that visitors can easily see it as soon as they arrive on the page.
Unnecessary design elements—Clutter is the enemy of every landing page. Your landing page doesn’t need to have any elements that don’t contribute to getting the conversion. Eliminate any ads, irrelevant banners, etc. to keep the visitors focused on your key sales message.
Disconnect between the ad and the landing page content—If your PPC ad or email link promises one thing but your landing page delivers another, visitors will bounce at extraordinarily high rates. There must be consistency between what the ad link promises and what you deliver on your landing page if you want to get conversions.
No testimonials—Customers don’t trust you. At least, not yet. Of course, you’re going to say that your products are great, but what do real customers actually think? By including testimonials from satisfied customers on your landing page, you add credibility to your message.
Navigation that leads visitors away from the landing page—Landing pages shouldn’t have the typical navigation that you have on your main website. You don’t want people to leave your landing page. If you’ve done your job properly, your landing page will deliver exactly what the visitor is looking for, so they won’t need to go anywhere else on your site.
Asking for too much—An effective landing page asks visitors to take one specific action. If you ask a visitor to do too many different things, they’ll end up doing nothing at all.
Ignoring design basics—Design matters. People do “judge a book by its cover” so if your landing page design looks tacky, cheap, and unprofessional, customers won’t trust you and won’t do business with you.
Having an unclear call to action—Above all else, your landing page needs to have a clear, compelling call to action that explains exactly what action it is that you want the visitor to take. If you want them to fill out a form on the page, tell them to fill out a form. If you want them to place an order now, tell them to place their order now. Be clear. Be concise. And be compelling.
What are some other critical landing page mistakes? Share your thoughts by leaving a comment below.