By now, you might have understood the immense importance of landing page in lead and sales generation. Many business owners follow all the tips, tricks and best practices to create an excellent landing page. But fail miserably to generate leads. What were they doing wrong that restricted online visitors from becoming their prospects? This post reveals all the landing page mistakes that one commits and which lowers your conversion ratio.
A landing page should provide all the information that a user wants. It should have the capacity to solve users’ problem. Once a user is convinced, he/she should have no problem in taking your required action. Below are some of the most common as well as remote landing page mistakes:
A. Differences in messages:
Traffic to your landing page comes from different sources such as search engines, PPC, social media marketing, banner advertisements etc. Different marketing and advertising messages are used to drive new online prospects in a landing page. Customers while clicking on an advertisement expects the same proposition or offer in the landing page. Make sure that your landing page best practices and advertisements conveys the same messages. Providing a consistent experience to your users is the first step to build credulity which later can help in conversion.
B. Boring Headlines:
Headlines are the most important element in a landing page best practices. It is the first element of the page which catches users’ eye. Its task is to grab visitors’ attention and preventing him to hit the back button which they would not hesitate doing. A headline has to answer one simple question for the visitors “What’s in it for me?”. If he/she is convinced, then you are sure that the visitor is interested in the page. It should throw out a straight message with clear benefit and value proposition.
C. Multiple Conversion Paths:
This is the most common mistake by marketers round the world. They simply provide too many options in a single landing page. This completely distracts users’ attention because he/she cannot focus on a single element. Providing multiple conversion paths simply confuses your visitors which can force him to leave your page. A well-crafted landing page is designed to do one and only one thing which is to extract prospects details. Offer only those options which are actually required by your sales team.
D. Navigational Links:
You have done so much hard work in bringing a visitor to your landing page. Now you want them to stay there. You want them to fill out a form, buy your product or anything else. You need to reduce the likelihood that they will click away from that page. The best thing that you can do is to remove all the navigational links to other parts of the site to avoid landing page mistakes. Once a visitor reaches your landing page, the only action he/she should do is to fill your form. Hide your navigational links from your landing page to improve conversion rates.
E. Above The Fold:
Did you know that web users spend 80% percent of their time above the fold . What this implies is that you need to provide each and every information above the fold. Well, this is not possible. But there’s definitely something that you can do about it. Place your call to action above the fold. You can also place your forms above the fold. This provides immediate visibility. Placing desired visitors’ action steps gains you the attention.
F. Consistent Call to Actions:
The page obtained by clicking on a CTA button should provide the same message as it was displayed on CTA. A CTA displaying “Get more information”, when clicked upon, should actually open up a page which displays more information. Visitors quickly lose their trust on the website, if you fail to give them what they want.
G. Check Your Form:
Is your form too long? Is this information required? It should be on the left or on the right? Bring out some more questions like this and then think from a users’ perspective that whether he/she will be willing to fill this form or not. The main problem arises with the length of the form. See to it that your form demands only those questions that are actually required by your sales team.
H. Innovate And Test:
Think out of the box. Bring upon some new ideas to be creative and innovative. Audiences appreciate innovation. But maintain the charm of professionalism in your page. Continuously test your pages with different elements. Use A/B test or multivariate test for this purpose.
Try to avoid such landing page mistakes to boost up your conversion rate.
If you are looking for a step by step process to optimize the conversion rate of your website, you can visit our Conversion Rate Optimization Guide to turn your visitors into customers. Please feel free to leave any comment you have in your mind.