Seven Landing Page Errors That Affects Conversions

Seven Landing Page Errors That Affects Conversions

Have you ever built an amazing landing page, drove targeted traffic to it, and then found that everything you’re doing, you’re just not getting any conversion? It sucks.
You’ve put in all this time. You’ve put in all these resources. You just can’t get sales for crying out loud.

I’m going to share seven landing page errors that’ll kill your conversions.


So let’s dive right into to the errors.


The first error is load time


You’ve probably heard this before.


Speed matters.


But let me actually back it up with a stat. So we have this business called Crazy Egg, it provides heatmap analytics, and it allows things like A/B testing, and user recordings and all this kind of stuff for you to help understand how people interact and engage with your site.


Did you know that when we were optimizing our site, and trying to improve our load times, we found that every second we improved in load time, our conversions went up 6 percent. Now just imagine that, every second we improved in load time, it went up by roughly 6 percent.


That’s huge!


And the reason especially is important in today’s world, specifically if your eCommerce is, people are mobile devices, I don’t care if they’re on 5G or 4G or LTE.


Just because they have all these fancy devices and technology, doesn’t mean they’re in a place with amazing reception.


For that reason, you need fast load times.


They say the average human has an attention span of less than a goldfish. That’s right, less than a goldfish.


So if you can’t make your site load fast, someone’s going to leave, go somewhere else, and they’re going to get the conversion.


So speed is everything.


The second error is generic landing pages.


And no, I don’t mean a generic landing page in which a landing page is selling all your services, or all your products.


Yeah sure you already know that you need to get specific and only sell one product or one service. But here’s what I mean by generic landing pages.


Even if you are selling one product or one service keep in mind, every single traffic source is different.


Getting visitors from Google AdWords, from someone searching a keyword, is totally different than someone coming from a Facebook ad. That’s also totally different than someone coming from Instagram, that’s also totally different than someone coming from Pinterest or LinkedIn.


So what I mean is you need to get super granual and specific with your landing page. Of course you’re only going to have one product or one service on the landing page, but that landing page needs to be super targeted for that audience.


And the way to do this is to put your mind inside the traffic source.


Like, how are people using Google different than people using Facebook? When you’re on Google you’re doing a search. You’re looking for solutions to your problem. You’re problem is typically whatever keyword you typed in on the search box.


On Facebook, you’re browsing and looking at pictures of your friends. They may show you an ad relating to a product or service that may peak your interest, but in general, you’re not right then and there looking for a problem to your solution.


So the pitch for the landing page


let’s say, Facebook, needs to be more broad, tell a story, while the landing page on Google needs to hit really hard on the solution to the problem right away.


The third error is: Distractions.


We’re in a world where there’s a lot of ADD, we have attention spans of less than a goldfish, which you guys already know now. So, why would you want to end up showing them tons of navigational options, header, footer.


In some certain traffic sources, or quote on quote, ‘quality score reasons’ and things like that, you may need to include some navigational element, but you don’t need to go full blown with tons of drop downs and too many navigational options to pick from.


By being very specific with where you’re focusing a users attention, you’re going to be better off. And this is important because a lot of people are also starting to do things like on their site, doing chat, they’re also doing popups, they’re also doing quizzes, so they have a landing page with all these things.


Now, we’ve found chat to also boost conversions, but the flaw I’m getting here with all these things is,sometimes mouse movements are really sensitive, and when a reader’s scrolling and reading, it may trigger an exit popup, instead of just showing them their content.


If that’s what’s happening, they’re less likely to convert.So you don’t want to distract people with too many bells or whistles,or by having too many different navigational options, or too many color schemes on that page.


The fourth error is a visual disconnect.


If you have an ad that’s promising something, and you don’t deliver on that promise in the landing page, its not going to work.


The simplest example of this flaw is someone doing a Google search.


If someone typed in ‘Apple MacBook’ and hypothetically you were bidding on that term and they went to your landing page, but you didn’t have the term ‘Apple MacBook’ on your landing page, or you didn’t have a picture of an Apple MacBook, what do you think is going to happen?


The traffic won’t convert.


So not only do the texts need to align with how you first drew them in from the initial ad, or that landing page or website that’s linking to you, matching their copy, but moreso your visual cues, the images when you’re describing the product or service also need to match with that ad copy, or that initial traffic search that drove visitors to your site.


The fifth one, is a bad mobile experience.


Did you know that the majority of searches on Google now happen on over mobile phone? That’s right, they’re not happening from the laptop, they’re not happening from a tablet, they’re happening from a mobile device.


That thing that’s in your pocket 24/7. It’s on you more than your laptop or a desktop computer is, hence, more people use it for search. So, if more people are using it, but your site isn’t mobile ompatible, or you’re landing page isn’t, what do you think is going to happen with your conversions?


It’s not going to do well.


It’s super important that it is mobile compatible. Now you shouldn’t go create a ‘mobile specific’ landing page, I just like making my landing pages responsive, that way if someone is on a tablet, a big laptop, a big desktop screen, or a small mobile device, it can tune and adjust in size for that user.


So that way you only have to do one page, and you don’t have to continually maintain 5 or 10 different pages.


The sixth error, is not addressing buyer concerns.


There could be, ‘Hey what if I don’t like this product or service, is there a money back guarantee?


Is there a free trial, assuming this is a software as a service company. What do other people think about this product?
Do you have reviews on those pages?
How does a product or service look?
Do you have video testimonials or case studies?


All these things are objections and concerns, if you can answer them within your landing page, you’re more likely to convert. Most people think of a landing page as, ‘Oh I want it as short as possible, get someone to click, put it their credit card,and buy from me.’ It’s not all about it being as short as possible and getting someone to click, it’s about answering peoples objections. Whatever objections people have, if you answer them, they’re much more likely to convert.


If you don’t answer someones objections and concerns, what do you think is going to happen? They’re going to bounce away, they’re not going to convert.


If you’re not sure what people’s objections are, you can always use survey tools, like HotJar or SurveyMonkey, to figure out what peoples objections are or concerns are,and you can address them within your content.


Lastly, making the landing page too complicated.


What I mean by that is, I’m not talking about length, I’m not talking about, oh, do you have too many images or videos, I’m talking about the process.


If you have a lead form, do you have 50 form fields?


Well if you have 50 form fields, you’re going to loose most people. If you’re a checkout process for an eCommerce page, how may form fields do you really need?


Can you auto-fill?
Can you have authentication services through like login with Google, or login with Facebook, to make it so much simpler when somebody’s
already coming from Facebook.


All these things can make a more it convenient for the user, if you make your landing pages more convenient, the chances are they’re going to convert more. If you make it more complicated and harder for them, they’re less likely to convert.


Just think of it this way, if someone’s on a mobile device, and they have 10, 12 form fields, do you think they want to fill them out? Or do you think they want to click a button that fills out maybe half of them,and then the other half they have to do manual?


They would rather only do half of them and have the other ones done automatically, and some done manual.


Make it convenient for people.


If you make your processes, your check out, your lead forms too complicated, you’re not going to convert as well.


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