Is the ROI of your digital marketing strategy lower than you would like? Are you having difficulty figuring out what factors are responsible? The problem might be your landing page.
Many different parts of your online marketing funnel will affect your online conversion rates. Many people think about the importance of having the right ads and keywords. However, the landing page is arguably the most important part of your funnel. Developing a landing page is an important skill for any entrepreneur with an online presence, so you need to master it.
There are a number of a common landing page mistakes that might be responsible. You might be able to increase the performance of your campaigns by avoiding these common landing page mistakes and using the right landing page maker.
Your landing page loading time is too low
How quickly is your landing page loading? A slow loading time tends to destroy your conversion rates, because many customers will abandon the site before it has a chance to load.
Your bounce rate will be 32% higher if your page takes up to three seconds to load. If it takes up to five seconds to load, then the bounce rate will increase by 90%.
You are going to want to see how long it takes for your page to load. You can use tools like Pingdom to test it, so that you can optimize the page for speed if necessary.
You have too many unnecessary elements on your page
Some marketers have a very strong feel for aesthetics. They want to add a lot of different visual elements to it. They may decide to go even further and start including a lot of scripts to make the page seem more engaging.
Unfortunately, making your landing page prettier is not going to help lift your conversion rates. All of the unnecessary elements are going to just end up being a distraction. They are going to take your visitors’ eyes away from your call-to-action, which is going to cause conversion rates to drop sharply. Obviously, you shouldn’t disregard the visual appearance of your site completely, but make sure it isn’t too busy and distracting. Try go for a simple yet appealing look that will attract potential customers but not overwhelm them.
Your landing page lacks a clear value proposition
What are the first things that your visitors are going to think when they look at your landing page? Is it immediately obvious what the primary benefit of your offer is?
A study back in 2006 showed that landing pages without an immediately obvious value proposition performed very poorly. The benefits of your offer need to immediately stand out if you hope to convert new visitors.
Your landing page isn’t optimized for your respective traffic source
Different traffic sources come with different expectations. A potential customer that discovered your landing page through Facebook is going to respond to your landing page differently than someone who found it through Google Ads or a link in your YouTube video description.
You need to be familiar with the landing expectations of visitors from various traffic sources. For example, people coming to your site through Facebook are often going to prefer to engage with landing pages that have longer form content, particularly if they are formatted like a story. People discovering your site through other interruption marketing networks like PPV are going to usually want very concise content with little text and shocking headlines. On the other hand, if you are running ads on Google or other search PPC networks, then you are going to need to have a modest amount of text that is optimized around your keywords.
You can’t overlook the importance of tailoring your landing page to your traffic. This is going to have a significant impact on your conversion rates.
Neglecting to optimize features with your forms
You are probably going to have a number of forms on your different landing pages. They can serve a number of different purposes, such as getting users to submit quotes or subscribe to your email lists.
It can be easy to overlook the importance of the features on your forms, since you have so many other things to focus on. You need to make sure that your forms are properly optimized. You need to look at the background color of the forms, the size and color of your buttons, exact wording on your call-to-action and other details.
All of these factors play a larger role then you probably think. You should start off by using your judgment. However, you will need to tweak these elements over time with your split testing.
Your landing page is not properly optimized for mobile users
It is important to make sure that anybody that could possibly visit your landing page will have a good experience. Since mobile users currently account for the majority of Internet traffic, you are going to need to make sure that they can easily engage with your page. It is a good idea to make sure that your landing page has a responsive design, which will make it easier for them to convert.