Landing pages are a crucial part of every inbound marketing strategy as it will act as a central stage from where your brand is going to offer its products and services to its targeted consumers. When your prospective customers come to your landing page, you just have a time of a few seconds to grab their attention and convince them to take the desired action. Hence, these few seconds can either make your business or can break your business.
With the advancement of technology, it is quite easy for anyone to create landing pages that are also without having any prior knowledge of code. But the tricky part is to create a landing page which can increase your conversions and it is something for which most of the Digital Marketers struggle. So, it becomes important to know and be aware of the things which constitute a poor landing page and how you can avoid fundamental landing pages mistakes.
There can be multiple reasons why visitors who are coming to your site may not decide to purchase your products or to take your services or maybe don’t fill the forms that you wanted them to fill. But as a proficient marketer, it’s your duty to minimize any type of risk that can make our customer leave the website and hence, can lead to increase our website bounce rate. But if you decide to bypass the following blunders then at least you can be assured that it was not because of your landing page:
1. Putting Complicated Forms
When someone comes to your website landing page than most of the times chances are they are on the awareness stage of the buyer’s journey and they have come here to find a solution for the problem they are facing or maybe to satisfy their needs & wants of a particular product. At this stage, they have a little bit or maybe no knowledge about the products & services that your brand can offer them. Hence, it acts as an opportunity that your brand can utilize to offer them perks, such as free informative downloads, e-books or pdf. But what you need to keep in mind before offering such perk is that you should not include a lengthy sign-up form for your visitors to obtain them.
No matter how useful your e-book is for them, no one is going to fill a lengthy form to download them. Asking them to provide every detail apart from their blood group is going to prove your brand noisy and at this early stage of the consumer-business relationship, it is not advisory to do so. You need to take care that at this stage your website visitors are automatically going to be secretive about their information and that at this point what you really need from them is their name and an email address. So, if you are planning to integrate any popup form then remember to ask these details only.
Having your prospective customers email address will give you an opportunity to continue the conversation with them and nurture the stronger relationship for the future. So, it’s better to start small as building a strong relationship takes time, both in real life as well as in the digital world.
2. Lacking Call to Action or CTA
The primary goal of your website is to turn the prospective visitors into conversions and in order to do that you need to implement a clear call to action (CTA) on your landing pages. Other elements on the landing page like engaging content, attractive visuals, and a nice slogan will help to convince your visitors to become your customers but for all that, they need the CTA to draw their attention and influence them to start the conversion process (whether that is buying a product, completing a contact form or signing up for an email or a newsletter).
So when adding a CTA to your landing page, you should make sure it is:
This may sound obvious, but you might be surprised to know about the number of landing pages which have buried their CTA below the fold. Make sure that users shouldn’t need to scroll in order to find what they have come for, so make sure the CTA is one of the first things that they should see when they click through to your site. Also, use a heat map tool such as Crazy Egg to record where users usually click on your site which can help to find a perfect place to put your CTA.
Distinct from other:
Your Calls to action should stand out from the rest of your page content, In order to better attract your visitors’ attention. The most common way you can do this is by utilizing colors. But using just some colors will not guarantee your visitors attention as by adding arrows or other animated elements can increase the overall user experience of your landing page.
When writing a CTA make sure it is easy to read as well as understand. What is really important is that your customer should not get confused about the end result of clicking that CTA. It should be easy to read and understand. Crafting the right text next to your CTA will help your users to know about the end results that they will get after clicking through it. Avoid using generic language like “buy now”, “click here” or “submit” as they can be scanned by users without registering it.
3. Over Crowded design
Whenever you plan to optimize the design of your landing page, you should keep in mind to create a conversion centered design. It should be made in the way that it can keep your users focus on one specific action that you desire them to take.
Therefore, having a simple design and a self- explanatory site navigation should be your utmost priority while creating your landing page. You have to keep in mind that whenever the user is coming to your site they will quickly start scanning your page as reading the whole content is long-gone in our digital world. So, you just have this few seconds to deliver your brand’s message to them. And they won’t be able to do that if your font is difficult to understand, the colors are jarring or maybe your headlines are competing with each other. The easier navigation you make in your landing page for your users the better user experience it will provide them and more chances are there that they will become your prospective customers.
4. Missing of Context
In order to create a well-optimized landing page, the primary thing that you have to keep in mind is how that user has landed on your page? Did they come through the social channel ? or find it through the search engine results page? Or maybe they get tempted by a pay-per-click ad? Understanding the source will allow you to know about where your customer’s stand in the buyer’s journey and their familiarity with your brand.
By knowing the source of your traffic it can help you to determine your user intent and the true problem for which they are seeking an answer. Knowing about the end goals of the user will help you to create a landing page in their desired context and hence, can increase the conversion rate. Having a website with a variety of landing pages that consider different users context and their buyer’s journey will help to enhance the overall quantity of your conversions.
5. Misleading Messages.
One of the crucial parts which many brands forget to consider is that you should never mislead your customer and that your landing page should match with your customer’s expectations set in your ads or search snippet (URL, the title and the meta description). Lossing their trust in the initial stage can hold back your marketing efforts in multiple ways like leading to high bounce rate, getting low-quality score by google or not able to retarget the customers.
So, If you are planning to advertise any discounts or other deals then it’s better to reinforce them prominently at the top of your landing page where visitors can’t miss it and can interact with it effectively. Remember to not include any features your products don’t have (or don’t include enough to retain customers). And if you do have some specific product features or services, then explain them quickly in your landing page content.
Digital marketing may seem like a complicated, intimidating space if you aren’t ready to dive in it or at least have the time or resources to find someone who does. Also, have a look at your current landing pages and find out if some of these sneaky saboteurs are lurking around to stuff up your conversion rate. And If they are, then it’s time to make changes. Fortunately, by optimizing your landing page effectively you can ensure the success of your marketing campaigns and can help to implement your marketing efforts regardless of the channel, industry or product. Using tools like WooRank audit on your page to find the issues that may be causing problems for your visitors can set up the best marketing campaign that you ensure your success.