There is no denying it, landing pages are a part of a successful inbound marketing strategy. In an effort to support lead generation, every campaign you develop and each offer you create should tie into a custom landing page. According to HubSpot, companies see a 55 percent growth in the number of leads when increasing their landing pages from 10 to 15.
You’ve taken the time and developed out your pages, you’ve designed and optimized them in hopes of increasing clicks, but still you’re seeing low conversion rates. You double check again to make sure the links are working and still nothing.
A landing page is a single page designed for one purpose, or at least it should be. If you send your traffic to a page dedicated to more than one offer, it can be a bit overwhelming. With everything screaming for attention, visitors may tend to leave. This is one of the few common mistakes made when creating a landing page. Here are some other mistakes you may be making:
1.) Offering Too Many Choices, Killing the Ability to Make a Decision
Every element you add to your page reduces the importance of everything else. By diminishing distractions, you increase the attention towards the action required by your visitor. Exclude the navigation bar and links in the footer to reduce your visitors from straying away.
When all distractions are removed from your landing page, the first thing a visitor should see is the most important sales point you have. Why would someone want to buy your product or service?
2.) No One Likes to Wait
If your landing page doesn’t load within five seconds, your visitors are already dropping off before they've had time to get distracted by other elements other than your offer. There are ways you can check your loading speed. Tools like Google’s PageSpeed Insights will give you an idea how you’re currently doing and provides feedback on what could be tweaked.
3.) Visually Unappealing
Don’t make the mistake of not adding an image or adding something irrelevant. When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. Take advantage of the space on your landing page and add relevant images. If you create an eBook that lives behind a landing page, use a picture of the ebook to give people an idea of what they are getting.
4.) Optimizing Landing Pages for Search
You need your landing pages to show up in organic search results.
Be sure to do keyword research before writing your headlines, sub headlines and product descriptions. You could be missing a perfect opportunity to capture a lead. If no one is searching for the content on your landing page, it will never rank.
5.) Mobile User Experience
There is a high probability that visitors to your landing page are arriving on a mobile device. If your landing page is not optimized for the mobile experience, you’re most likely losing visitors.
Think about the size of your Call-to-Actions for the mobile user. The average width of an adult thumb is 1 inch, which converts to 72 pixels. Make sure that your CTAs are big enough for easy clicks using your thumb.
Try playing with the copy, colors, and urgency on your CTA’s to find what works for your landing page:
- Use action words! (get, try, start)
- Make it personal (Download “your" free eBook)
- Be specific about the offer (Get your free sample)
6.) You’re Asking For Too Much
Who wants to spend 10 minutes filling out a form? Make sure your offer is worthy of all the information you're asking for. For your business, you want to have as much information as possible so you can properly qualify your leads. But for a visitor, they want to get your product, your eBook or whatever it is that you’re offering as quickly as possible.
Some companies are asking for way more information on a form than needed. At a basic level, you need an email address and a name. The rest you can obtain later. Before adding any extra property fields on your form, ask yourself this question: is this information necessary to complete the current action?
Time to examine your current landing pages using the above tips. Get those conversions up and improve your business results. Not sure where to begin? We know the struggle is real! Reach out to us at KBK Communications for a customizable approach for your business.