Landing pages can be awesome devices for capturing the details of site visitors but if they’re not effective at selling the sign-up, it has cost you precious development time and online advertising money.
A landing page is a direct path from your online ad to your website. When it works it takes full advantage of high-quality incoming traffic and turns clicks into instant sales.
An effective landing page makes all the difference when it comes to optimising your website to attract the right traffic and turn the most number of visitors to instant buyers. You can increase the conversion rate of your site dramatically just by avoiding these five mistakes.
1. Missing Landing Page
You only have a few seconds to hold the attention of visitors. If they are faced with a blank page, they will instantly click away and find other sites that can provide them with what they need. Big and small companies spend too much on banners and Adwords and often not enough time getting the landing page right. Make sure that when possible clients click on your ad, they find exactly what they need.
2. Distracting Presentation
Sometimes we get caught up with our online strategy and strategic visual presentation and instead of getting customers excited about our product or service, we confuse them with the extraneous stuff. Potential buyers have a specific intention in mind once they arrive at your landing page.
Make sure the words and images are relevant to the objective – which is to attract a sign-up or make a direct sale. Simplicity and clarity is the key to maximize conversion rates.
3. Too Many Options
Please do not include everything on one page. How do you suppose the visitor can decide which of your books, training programs, or newsletter subscriptions is the best choice? Avoid putting “Find out now the thousand uses of our widget…” and “Read our latest blog…” all in one place. With a mountain of options, you face the danger of the visitor going into information overwhelm and making no choice at all.
Here are some examples:
Buy our Super Deluxe Widget today for just $44 and save $20,. Hurry Offer ends xx/xx/xx.
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4. Vague Headline
Online concentration spans are particularly short so do not expect people to scroll down to the bottom of the page. It means you need a catchy yet succinct description of your offer above the fold (on the top third of the page). Make sure your title contains all the essential information that the reader needs to know in order to entice them to want to read on.
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5. Boring Design
Create an attractive and professional landing page. Find the right graphics, fonts, and colors to maximise the credibility of your site and encourage visitors ton act in the way you want them to act. Graphic elements that get results include:
- Arrows pointing to the sign up box
- Buy now buttons
- Photographs of people using the product
- Good quality image of the offer
At the end of the day, it’s ultimately the customer who will decide what combination of graphics, text and content will work the best so it’s important to continually test landing pages – two at a time. Test single elements such as headline vs headline, arrow graphics vs arrow graphics, low price vs high price, video vs text. There are a number of mechanisms you can split test landing pages. Google Analytics is one of them.
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.