Landing pages often attract conversions. However, they also kill them when visitors get distracted or are wrongly redirected.
If you follow some simple tips, you can really cash upon landing pages (Landing Page Definition) and boost your conversion rate. You also need to avoid certain common errors to make it a flawless process.
How effective are landing pages?
About 65% of marketers bank upon landing pages to test the value proposition of their site. In fact, 7 out of 10 businesses rely on landing pages to generate a new sales lead.
In fact, 5 out of 10 marketers tend to create a new landing page for each new marketing campaign that they initiate.
Landing Page Flaws & Solution
- Too much information
Problem: A site clustered with loads of information turns off a visitor straightaway. He would rather close the site than to look for the required information.
Fix: Insert information precisely that is necessary for the fill-in forms. Keep the forms as easy to fill-in as possible.
- Multiple CTA Buttons
Problem: A mistake that 48% of businesses commit is to put multiple offers on one landing page. This confuses the visitor and is most likely to result in a low conversion rate.
Fix: It’s simple, keep one offer per landing page. This will make it easier for the customer to understand and find the call-to-action button.
- Too much text
Problem: Too much text on one page also confuses the customer. He would most probably leave the page if he does not understand what exactly the site is trying to offer.
Fix: Use bullet points. Highlight important text with ‘bold’ to draw visitor’s attention towards it.
- Incompetent headline
Problem: A boring headline would surely not grab any visitor’s eye even when the offer is interesting. A generic headline also fails to attract many viewers.
Fix: At first, headline should reflect what you’re trying to offer. Be specific; long headlines could result in the visitor clicking off the page.
- Long Loading time
Problem: About half of the visitors close the site that takes more than 3 seconds to load. 8 out of 10 buyers return dissatisfied from such sites and are less likely to visit it again.
Fix: The best possible solution is to remove unrequired text and graphics. It’s advisable to test your site’s loading time on different platforms (pc/mobile/tablet).
- No tests conducted
Problem: A site with more number of landing pages is likely to get more leads. However, not testing them from time to time can affect lead generation greatly.
Fix: Conduct tests on a few landing pages and take note of the issues that are failing to generate leads. Never stop testing for continuous results. Have different versions of a landing page to see which version gets you the most clicks.
- Lack of credibility
Problem: Sites implement generic endorsements. Also, they lack customer reviews. Thus, customers find it difficult to trust the site just on the basis of scores.
Fix: Encourage customers to write testimonials. Be honest; don’t display false product reviews. Also, terms and conditions of the site shall be in layman’s language and easily understandable.
Short videos on What is meant by Landing pages:
1) Video by Wishpond
2) Video by Jeff Usner
Creating more landing pages might not guarantee more leads. Poor headlines or poorly placed CTA button could even decrease your revenue than usual.
Keep one offer/form for each landing page. Landing pages with multiple deals reduces the conversion rate by as much as 266%.Also, you’re site’s loading time is crucial. If you make $100,000 every day, even a second’s delay can reduce your sales by $2.5 million per year.
Hope this article on “Landing Page Flaws & How to correct them” will guide you well when you optimize your landing pages, don’t forget to drop down your valuable comments and suggestions.