A landing page, also known as a lead page, is the page on your website where customers and potential clients are taken after they click a paid advertisement or search result. Its main purpose is to convert page visitors into qualified leads or revenues by encouraging them to subscribe to your newsletter, request more information from you, or make a purchase. You could lose conversion if your landing page is badly designed or if the content seems stale. Here are some common landing page mistakes you must avoid to reduce conversion loss:
Ineffective Lead Generation
Lead generation involves the process of encouraging visitors to initiate contact about the products or services you’re offering. This includes the use of email marketing, page subscription, and call-to-action statements that often draw interest from site visitors. Now, when your content has too much information alongside pop-ups, all appearing at once, expect your visitors to feel overwhelmed.
Apart from those annoying pop-ups, excessive elements like photos and embedded videos may possibly slow down your website, which may result in a high bounce rate. Lead generation may definitely become a worthy investment upon seeing your qualified leads turn into clients, but all components on your landing page should be carefully planned to generate good results.
You shouldn’t expect someone to provide personal information if your landing page looks too vague. A landing page should clearly describes what product or service you’re trying to offer since consumers always look for the value of the content. Your website is less likely to convert if it doesn’t have enough details or if the elements aren’t relevant for your target users. Consider seeking professional help from an independent contractor to thoroughly review the content of your website to make sure it provides sufficient information about your product and brand.
Inaccessible on Mobile Devices
You’re probably making a huge mistake if you fail to optimize your landing page for mobile use as modern-day consumers are now browsing the web through mobile phones. Ignoring this essential need may significantly affect your conversion rates, so make sure to launch a mobile-friendly landing page to get more traffic. Search engines also reward landing pages that are optimized for mobile use with a better spot on the search results since the mobile-first indexing system was formally introduced on the market several years ago.
Google, for instance, has made it clear that if you have a mobile and a desktop version for your landing page, the search engine giant will only crawl the mobile version. Expect your page ranking to drop down dramatically if your valuable details about what you offer on the landing pages aren’t available for mobile access.
Poor Landing Page Design
A good design for any landing page includes contact forms and CTA links that are easily located within the page. If they are buried somewhere (in one or more pages), your potential customers are less likely to proceed or take any step further. Online forms are typically placed at the right-hand side along with some useful descriptions, while value points are found on the left. Call-to-action links or buttons can be found either on top or below the page.
Your landing page shouldn’t be time-consuming for your visitors. Consider only focusing on acquiring the necessary details, including name, email address, and contact numbers, because you can always contact your prospective clients later to get more information.
A vague CTA link may cause a negative impact on your conversion efforts if customers feel confused while navigating your landing page. Customers may potentially feel doubtful as to what they will get upon clicking the CTA button. In addition to this, excessive use of CTA buttons can make your landing page look misleading. Also, be mindful of keeping your instructions and page descriptions clear to avoid discouraging visitors from signing up.
Interface with a Crowded Space
When you design a landing page, make sure to make the brand logo, message, and service offering visible enough for your target users. If page visitors are not able to understand what your landing page is about, having quality content, a professional profile or a trade logo can become meaningless to them. Any content you create, including images, text descriptions, meta descriptions, and content spacing, should be kept organized and clear to avoid confusing your visitors.
Imagine yourself as a page visitor browsing your site rather than trying to put all the information on the page. For sure, you would want a landing page that is relevant to your search query. Remember that search engine algorithms also include visitor behavior when ranking websites.
Search engines may find your landing page unfit for a specific keyword or irrelevant if the user experience isn’t that impressive. As a result, your website won’t be able to get a favorable spot on the search results page.
Excessive use of Random Images
Utilizing stock photos is an effective way to generate interest from page visitors, though your site may appear general and vague. But if you use personalized images for your landing pages, your business may benefit more from them. You’ll be able to establish credibility and authority for your website if you only show professional images to your visitors as a start.
There’s a higher sense of credibility if your photos are professionally captured or if you can display your products in a way your visitors may imagine themselves using them. You can use stock photos on other pages and general articles, but it’s still recommended to use photos that clearly represent your personality and brand.
Failure to Reconnect
Your landing page shouldn’t just stop getting quick information from your visitors. Consider sending your subscribers an email response expressing your heartfelt gratitude for providing their personal information and what they can expect from you in the coming days. If your target customers download a piece of content, for instance, write them a short thank you note along with further instructions on how to access the content easily. Neglecting this initial communication process may possibly cause poor lead generation or conversion loss in the long run.
A landing page welcomes new customers and potential clients to your website. If you wish not to lose a significant number of qualified leads and conversions, focus your attention on the message you want to convey to your visitors. Having a well-design landing page with balanced elements will likely help your business turn leads into conversions sooner than expected.