Have You Committed These 5 Landing Page Mistakes?

Frustrated that your landing page is not converting any leads despite spending lots of money on ads? Don’t be. There could be several reasons why your landing page is not showing measurable results, and your digital ads may not be the problem. Let’s look at some of the 5 common landing page mistakes you can avoid in order to create a robust landing page that really converts!

Also, check out 11 things you need for a cool website so your visitors can spread the word about your business.

1. Distracting links

When people visit your landing page, you want to direct their focus right to your products or services. While navigation menus are good for visitors to 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. You don’t want to distract them with too many links, drive them away and never return! Too much stimuli may cause stress and turn visitors away from your page. Keep your menu simple; or better yet, don’t have a navigation menu at all.

2. Lacking clarity

The very first section of your landing page needs to be benefits-driven. Your visitors are curious about how your product can solve their problem. If it is not what they’re looking for, there is a high chance they will say adios as they think this might not be right for them.

It is a landing page mistake to assume that your visitors would immediately know what your business is about. It is important that your website gives a clear idea on the type of product or service you are selling – as well as your brand story and image. This helps your visitors understand that your brand aligns with their values and needs.

To improve, you can have a headline and subheadline that summarise the benefits of your product, with some bullet points that explain how it is a better solution for your visitors. You can also share your brand story and purpose behind your product.

3. Lacking of social proof

Every time we see long queues at a restaurant, we would think the food is good, right? This 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 too fast, so furious

One of the most fatal landing page mistakes is the lack of consideration on speed. Some things you need to take your time with. But when it comes to websites, speed does matter! 81% of marketers find that slow pages reduce their conversions.

A study by Portent found that a load time between 0-4 seconds is best for optimum conversion rates. This ensures your visitors are not frustrated while waiting for images and texts to appear. Load times longer than 3 seconds can result in significant drop-offs in user engagement and conversion rates. For optimum conversion rates, check out this article on 6 common website mistakes to avoid.

5. No CTA, No Gains

CTA is a small but very necessary step. Without a proper call-to-action (CTA) message, even if you have done all of the steps above, your page will not likely convert.

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 for your landing page. Stop using those generic buttons like “CLICK HERE” or “SUBMIT”. Use strong action words to provoke enthusiasm from the audience as well as being specific to your product or your service. Example: if you are an interior design company you may use “BEAUTIFY YOUR LIFE” or “UPGRADE YOUR LIFESTYLE”. It would be much more eye-catching! Other examples include “REACH OUT TO US NOW!” or “BOOK AND GET 30% OFF!”.

Final Thoughts

Landing page is important for conversion rate as well as building a positive image for your brand.

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