Getting a landing page producing the best results on the first try is rare. Usually, it takes some A/B testing and time to get the leads and sales you’re looking for from a landing page. There’s also a lot that has to be fine-tuned on the landing page for it to be effective. The page has to work on all devices, and the landing page copy has to be clear, concise, and to the point so prospective buyers won’t lose interest quickly.
Some business owners expect landing pages to give them all the customers they need instantly. Then, they sit back and panic and wonder why the landing pages aren’t converting new customers so well. It’s a scary situation to be in if there’s hundreds of dollars in pay-per-click marketing spent linking to the landing pages you’ve created.
If this sounds like you, we have some tips you might want to try to see what’s wrong with your landing page and then improve it. Take advice from some of the best digital marketing and web design pros in the industry, and you will see a big difference and avoid costly landing page mistakes.
1. Your Landing Page Copy is Too Wordy
Aim to keep your landing page copy simple and not too verbose. Go over what you wrote and see if it’s readable enough for most people to understand. The reason some landing pages don’t work as effectively is that the sentences in them are too long. It could also be because the same points were already expressed earlier.
2. Not Enough Strong, Distinct Call-to-Action Statements
A landing page isn’t worth creating if there are no call-to-action statements persuading people to buy your product. Make sure there’s enough contrast on the call-to-action buttons so visitors can see them clearly when they read the landing page.
Try to vary the call-to-actions you use on the page too. You don’t have to use “Learn More” or “Find Out More” on all of these. Try to make each one specific to the benefit your customer’s going to get.
For example, you’re selling sneakers online. On a landing page about sneakers, you could have call-to-actions like “Get Your Comfortable Sneakers Now,” “Create a Free Sneaker Account,” and “Purchase Your Sneakers, Get Them By Tuesday.”
You can get really creative with these call-to-actions, so take advantage of this ability. Many other landing pages have the same generic call-to-actions repeatedly, boring the user and not telling them much about the benefits of the product.
3. The Pages Aren’t Mobile-Responsive
Responsive design matters when building landing pages. If you’re going to do any PPC, you need the landing pages to work across all devices. Much of your traffic will come from people using their phones to find businesses.
As soon as the user sees that there’s something wrong with your landing page on their phone, they’ll get annoyed and leave. It doesn’t matter how compelling your offer is at that point if the user won’t be able to see it properly.
4. Too Much Clutter
Always keep your landing pages visually clear. A major problem many landing pages have is there are too many elements which detract from the main points. You’re not going to inspire much confidence in the buyer with too many animations and irrelevant images on the page. You don’t need to go too far with the razzle-dazzle either.
As a rule of thumb, try squinting your eyes from a few feet away and see if you can still make out the most important elements of the page. If you’re struggling here, then it’s probably best to go back and clean up the landing page some more.
5. The Landing Page Takes Forever to Load
It’s a bad sign if your landing page takes more than 3 seconds to load. People are picky and expect websites to load the moment they open them. Landing pages with more than a 1-second delay can expect to receive 7% fewer conversions. Every second in landing page speed counts. There are several ways you can increase the speed of your landing page.
6. Irrelevant Navigation Links
If you want people to focus on the landing page only, it’s best to limit distractions by not having irrelevant navigation links. This will make people leave your landing page too early and prevent them from converting immediately.
Always focus on the primary offer on your landing page and make sure you only include links that are directly related to your offer or lead the user to contact you. The vast majority of landing pages have navigation menus, but it doesn’t mean it’s the best thing to do for your landing page.
7. Annoying Pop-Ups
Most of the time, you should avoid using pop-ups on your landing pages. They make the conversion process more complicated. When people are on your landing page, they want to read what’s on there and then fill out the form. That’s it.
Pop-ups and interruption marketing give your audience reasons to quit their session and leave. If you want to tell landing page users about exclusive offers and deals you have, it’s best to mention them on the page or in the thank you page after they fill out the form.
You can have the most spectacular product ever, but the landing page advertising it can still perform poorly. Most of the time, it’s because there are technical problems on the page or the landing page copy is too wordy or doesn’t describe what the product does. By applying our landing page tips, you can fix problems with your landing pages and see far better results.
Contact our web design and digital marketing experts at Viridian Geeks by calling 470-440-3434 or emailing [email protected] for more information. We hope you have found the information in this article useful for your needs!