Many marketers might wonder: How is it possible that my landing page is not converting any lead even though my ad has successfully brought in a lot of quality leads?
Don’t get frustrated, you might want to pay attention to your landing page because there might be some ‘traps’ that are jeopardizing your conversion rate!
Let’s look at some of the common landing page mistakes you can avoid in order to create a robust landing page that really converts!
1. Distracting buttons
When people visit your landing page, you want them to only focus on the product you are promoting.
Adding navigation menus, social media accounts and recommended products may seem like a good idea because you want to expose them to more information, right?
However, this is more likely to give them excuses to leave the page, which they might not remember to return.
While navigation menus are good so that visitors know you have more content, it is important to condense them according to main and subtopics. The goal here is for visitors to make decisions about your service. People are often distracted by irrelevant information when making decisions, especially when making purchases. Too much stimuli may cause stress and turn visitors away from your page.
You want visitors to be sure of your brand when clicking on that button. So, remove these distractions to make sure your visitors stay longer on your page!
2. Not being clear about the product
Your visitors are curious about how your product can solve their problem. If the very first section of your landing page is not benefit driven, there is a high chance that your visitors will leave your page as they think this product might not be something they are looking for.
It is important that your website gives a clear idea on what type of product or service you are selling. This not only applies for current products but also for any upcoming products or events you are planning.
To improve this part, you can have a headline and subheadline that summarize the benefits of your product, with some bullet points that explain how it is a better solution for your visitors.
3. Lacking of social proof and trust
Let’s say you see a restaurant with people queuing all the way to the other street. You will assume this restaurant serves good food, right? The same applies to your landing page.
A 5-star rating serves as a social proof that gives them more confidence to put your product in their cart.
Here are some of the social proof tactics you can use :
- Customer reviews
- Trust seals (for information security)
- Claims like “secured payment” and “money back guarantee”
- Mention of credit card brands
- Customer count
- Awards from reputable organisations
- Testimony from experts
4. Not fast, and furious
This is something that we have mentioned again and again. Yes, speed does matter! 81% of marketers find slow pages influence their conversions.
A minimum of 0-4 seconds load time is needed to maximise conversion. This is to ensure your visitors are not frustrated while waiting for images and texts to appear.
5. Absence of CTA
Without a proper call-to-action (CTA) message, your page will not likely convert even if you have done all the steps above.
A CTA message is important as it instructs your visitors on what to do if they want to purchase your product. It acts as a proactive voice prompting them to take immediate action before they change their mind.
On average, 90% of visitors to your website who read your headline will also read a CTA copy. CTA buttons in articles increase revenue by an average of 80%. Furthermore, emails with CTA buttons increase click-through rates by a whopping 300%!
But having a CTA is not enough. Some of the generic buttons using the term “CLICK HERE” or “SUBMIT” which have been overdone time and time again.
Use strong action words to provoke enthusiasm from the audience as well as being specific. Plus, it would also help to make the button eye-catching!
Here are some examples:
- Add adjectives: “Reach out to us now!”
- Add numbers: “Book now and get 30% off!”
Landing page is important for conversion rate as well as building a positive image for your brand.
Ready to start with a great landing page? Reach out to us for our Web Design & Development service.