5 Common Landing Page MistakesBy Nik | March 22nd, 2018
Landing pages are where many businesses make the most mistakes, likely because they are such a difficult thing to create. But more importantly, they are where businesses can waste the most money. Most landing pages are designed to drive traffic to through PPC advertising. This means a small mistake on your landing page that causes a single digit drop in conversions can correlate to the loss of hundreds or thousands of dollars.
Landing pages are serious business, and that’s why we’ll be looking at the five most common mistakes that businesses make on their landing pages.
1: Slow Page Speed
Firstly, they have a slow loading speed. It’s not 1995 anymore, ladies and gentlemen; people aren’t willing to wait for 5-seconds for your page to load. Ideally, the website should load almost instantly and if that fails, it should take no more than 2-seconds. The 2-second goal is an absolute minimum for any business that is serious about driving conversions from their digital marketing. Research has shown that users will click back on results extremely quickly, meaning that you’re throwing away cash. Those clicks will still count, and you’ll still have to pay for them, even if they don’t reach your website.
To lower the time that it takes for your pages to load, you’ll need to increase the speed at which you can send files to your reader and reduce the total size of the files that you’re sending. In practice, this will mean that you need to upgrade to a better hosting provider, minimize the size of the images on your web page, and reduce some requests that your page is making.
2: Using Excessive Amounts of Text
We’ve all seen the landing pages that have tens of thousands of words on them. Although some data suggest that these pages can be effective, in most cases you’re wasting your time. Your reader probably doesn’t have the time or desire to read for 30-minutes, they want to be educated and then purchase.
For most products (unless they are risky, high-priced, or unproven) you should start with a landing page that is consumable. That means that you don’t use excessive amounts of text and the text is broken up with images, list, and paragraphs in easy-to-read blocks. There’s nothing worse than a page that goes on and on and on.
Give your readers the information they want, quickly. Tell them the benefits right near the start and then go into further detail later, but don’t rely on the belief that you can tease them into reading a huge page and that somehow it will lead to more purchases.
3: Not Testing
With that said, every product and consumer group is different. That means that you need to be constantly testing. Huge, long, and wordy landing pages might be perfect for your potential customers.
While these general rules are going to be true in 95% of cases, there will always be exceptions. If you’re not constantly making changes to your landing pages and then testing the results, you’re leaving money on the table. Testing can help to turn unprofitable landing pages into huge earners, all by making changes to the page and tracking the clicks and purchases.
4: Low Quality or Generic Images
As we mentioned before, it’s important that you are careful about the amount of text that you use on your landing pages. One way to sell your readers without forcing them to read huge chunks of text is through images and photos. Unfortunately, many companies make the mistake of using generic or even stock images to try and promote their products. This can have the effect of making your brand seem fake or like a scam.
In general, people like to see unique, high-quality, and informative images that add to the landing page. It’s not especially useful to include a photo of a beautiful woman randomly, but it might be useful to include a shot of a woman using your product and the results that they received.
In many cases, you can illustrate your point far better using images than words, and that’s why it’s so important that your images have a purpose. Just using low-quality or generic images because a guru told you that images are important isn’t going to yield results.
Taking your photographs or at the very least making edits to existing images is crucial if you want a believable and compelling landing page that converts readers into customers.
5: Failing to Sell the Reader
Finally, make sure your landing page sells the reader. You might be shocked at the number of landing pages that don’t effectively convince the reader to purchase the product. Each paragraph should be carefully thought out, and it should have a purpose.
It’s a great idea to educate the customer, but make sure that in doing so you’re using phrases and calls to action that encourage them to take action and make the purchase. One of the best ways to do this is to constantly stress both the problem, the solution, and the benefit. For every section of content on your landing page, you must ensure that you’re emphasizing the problem, complimenting your solution, and pushing the benefit to them.| 1 Comment You can follow any responses to this entry through the RSS 2.0 feed.