We discuss why so many landing
pages fail (and what you can do about it)
A carefully-crafted and
well-executed landing page can boost your conversion rate almost instantly—
increasing the profitability of your online marketing campaigns and securing
you the quality leads you’ve been looking for.
By providing your customers with a clear, concise buying proposition after they’ve clicked on one of your ads. Bringing potential buyers to an intentional, conversion-optimized landing page gives them a more streamlined customer experience, telling them exactly Why they should purchase, and how they can do so in a quick, convenient way.
The entire point of a landing page
is to cut straight to the chase, while still engaging your target audience and
capturing their interest.
This makes landing pages more
efficient than simply driving your online ad traffic to your homepage, where
users can easily become distracted and forget about the original reason they
clicked on your ad.
With the right landing page
strategy, you can significantly grow your online conversions and generate new
success for your business.
But what are the key landing page best practices you should follow?
And what optimization techniques generate the most results?
These are the questions we’ll be addressing in today’s blog post.
of the worst mistakes you can make when creating and designing a landing page
is including links, copy, or other forms of content that could distract your
potential customers from the primary goal of your page.
you should be bringing users to your landing page to complete a very simple action. Whether it’s to
subscribe to your e-newsletter, purchase an item, or download a white paper,
it’s crucial that you keep your eye on the target.
bars are one of the most common (and most detrimental) distractions that
businesses include on their landing pages. In fact, in one study, removing navigation links from the
landing page of a brand increased conversions from 9.2 percent to 17.6 percent.
common distraction is having too many form fields. Remember, forms that have three fields or less convert the
highest (at 25 percent). If you
absolutely must include more fields, be extremely choosey about what you will
be requiring from potential customers. When it comes to landing pages, less is
almost always more.
2. MAKE IT
you do not design your landing page to be compatible with mobile devices, you
are shooting yourself in the foot before your ads even go live.
Because traffic from mobile devices now accounts for nearly
50 percent of all online retail traffic in the United States, and that number is only expected to grow.
making the phone number on your landing page clickable, using short-form
content (like bullet point lists), and implementing scroll cues, you can provide your users with a better, more seamless mobile
also want to focus heavily on the mobile load time of your landing page, since 85 percent of mobile users expect the page to load as
fast as on desktop, which takes less than two seconds.
ensuring your landing page follows these mobile best practices, you increase
the likelihood that potential customers will convert from all device types,
broadening your target audience and multiplying your odds of success.
hinders the conversion rate of a landing page more than complicated, intrusive
forms that make your potential customers feel tired before they even begin
filling them out.
ideal landing page form only asks for the information you must have, and allows users to commit in small steps, rather than
inundating them with questions the second they arrive on your page.
asking users for their phone number can lead to a drop in conversions (by as much as 5 percent).
you must request a phone number, try creating a two-step form, and providing
the option of giving a phone number after an initial micro-commitment (like entering an email address). This will
give users time to warm up to the idea of providing you with additional
below your form, to reassure potential customers that their contact information
will not be used for any other purpose than the one they are agreeing to,
making them more likely to provide the information you’re looking for.
ON THE CUSTOMER
may seem like an unnecessary tip, but one of the most common reasons landing
pages fail is because the customer isn’t at the centre of the messaging
included on the page.
often, companies can’t resist talking about how amazing their product or
service is, diving into the various features and advantages of what they have
catch here is that customers care less about what you have to say about what
you are selling, and more about how it applies to them and their unique needs.
a nutshell? You need less “we” copy, and more “you” copy.
way to ensure your content remains focused on your customer is to put time into
developing a crystal clear target persona. This will help you visualize who your landing page is speaking
to, and better address the questions that your potential buyers will have.
more the content of your landing page resonates with the people you are
targeting, the more you will see your success being reflected in your
5. PICK YOUR
PAY OPTIONS INTELLIGENTLY
last tip isn’t a complicated one, but it yields a lot of return. If your page
only offers one or two payment methods, you could be limiting the number of
people who can complete the checkout process on your landing page, resulting in
lost profitability for you.
multiple options, including: American Express, PayPal, Debit, Google Pay, etc,
will increase the likelihood that customers are able to complete their purchase
after clicking on one of your ads.
allowing visitors to checkout without creating an account is another smart
move, since some internet users are put off by feeling forced to create
multiple accounts that they may not use again. Providing a “guest checkout”
option is ideal for curbing this and keeping conversions flowing.
broadening your checkout payment options, you prevent drop-offs and keep users
moving further along your sales process.
And there you have it! By
implementing these five landing page strategies, you can immediately increase
the performance of your online marketing campaigns and watch your conversion
rates improve. Landing pages don’t have to just be topic authority pages, they
can help drive conversions for your website.
Author Bio; Currently working as
a Marketing Executive at Design Wizard,
Claire is passionate about creating amazing content and bringing people
together. Having recently graduated with her masters degree in Marketing she is
keen to impact the digital world. Outside of work you can catch Claire taking
photos of her rescue dog Storm and checking out social media.