You probably already know that getting visitors to your landing page via digital campaigns is just a small step towards your business goal. Converting on the other hand, is a different ball game altogether.
While most of us like to think that our products and services are so exceptional that the target audience will convert in seconds after viewing it, sadly this is not true.
Here are 5 landing page mistakes that most marketers make and lose conversions:
1. You’re using an image slider
According to ConversionXL, using an image slider on the landing page deters your conversion rates. While the content carousels look nice and are a great way to showcase multiple messages in a small area, no other slide other than the first tends to get clicked. And what’s worse? A/B testing has proved that sometimes using carousels results in visitors not clicking on the call-to-action at all.
There could be two reasons for this – banner blindness or simply too information to choose from. Successful brands have already ditched the trend of using carousel content because of their ineffectiveness.
Instead of using multiple messages and offer, consider running a static one and changing it on a weekly basis. This will also let you gauge which of the offers get clicked on the most. If you still want to display multiple messages, let the visitors change the slides themselves instead of putting them on a timer.
2. You haven’t analysed the visitor intent carefully
You have a great landing page design and the content has been crafted masterfully. But the conversions? They are far from expected.
Most businesses experience this problem simply because they never analysed their target audience carefully. They usually take a superficial look at the demographics and create a campaign and a landing page. But a wiser approach would be to consider the competitive intelligence, the stage of the sales cycle the visitor is at and the conversion triggers based on his past activity.
It is important that the content your landing page offers, provides value to the visitor. Everything that visitors see must be highly relevant and contextual to the campaign that brought him there.
For example: Apart from the general demographics, your content could depend on where your prospect is in the sales cycle –
- Awareness: For those who just came to know of your business, the content should address a problem they face regularly almost instantly.
- Consideration: For those who are aware of your business, a side-by-side comparison of products and services is a great idea to nudge him towards a purchase.
- Purchasing: For those who think your business products/services are worth investing in, a detailed description of the same along with a small incentive is all you need to bag a conversion.
3. You don’t have a single focus
Probably you’ve heard this before (even from us), but not having a specific goal while driving your target audience to the landing page is a strict no-no. If it is sign ups you’re targeting at, the page should talk about nothing else but signing up for the newsletter or subscription you’re offering.
So here are a few nos’ you need to keep in mind:
- no banner advertisements
- no navigation bar
- no sidebar
- no extraneous images
Remember, everything about your landing page – from the design and content to the CTA, should be convincing enough for the visitor to make some kind of interaction before leaving the web page.
4. You assume the landing page copy needs to be brief
Even though there is a popular saying that landing pages should be as brief as possible, a study by Marketing Experiments shows that there can be a 220% increase in conversion rates when long form copy is used.
This isn’t to say short form copies don’t work or long form copies are meant for all. But testing various lengths of the landing page is an optimal way of gauging what makes your target audience convert more effectively.
Here’s what you need to keep in mind:
- test out both the lengths of landing page copy before settling on one
- the landing page copy length must depend on the product/service you’re offering
- the length of copy must also vary depending upon the value or cost of the product/service
In the end, it is all about being able to convince the visitor to convert. But as a rule of thumb, if you’re offering something at a cost, the landing page copy must justify it.
5. Your landing page is not mobile optimized
You’re probably already aware of the fact that mobile internet usage has been increasing over the years and has surpassed desktop internet usage already. And this asserts that your landing page needs to be optimized for mobile devices (unless you’re only targeting desktop users).
With mobile phones accounting for approximately 17% of global internet usage, it is a must for marketers to ensure that their landing pages are tested closely and optimized for the devices. Depending on the industry of your business, this number can vary – typically, only be higher.
Here are a few things you must consider:
- social sharing buttons and all other plugins installed must be clearly visible and working smoothly
- the call-to-action must be absolutely clear and not buried by the single column formatting
- ensure all the links provided are mobile optimized as well
Over to you
If you avoid these 5 common mistakes, we assure you that there is no stopping your business from reaching its ultimate goal – conversions.
What is the one mistake that you have made or come across on landing pages that are definitely ‘conversion killers’?