Rachel BeggLanding pages. Whether you love them or hate them, they are an integral part of converting visitors to leads. Use best practices to construct your pages to pull your potential customers in while wooing them with a well designed landing page. An effective landing page will help boost your conversion rates and move people further into the buyer’s journey. This point in the inbound process is critical. Take a look at six reasons you’re not converting on your own pages and what you can do to change this outcome.
You’re Missing An Action-Oriented Headline
This simple fix is keeping prospects from actually knowing what’s really being asked of them and how they are about to engage with your site. With the average attention spans for people on the decline, businesses have the task of grabbing visitor’s attention and getting them to perform an action within a small window of time. What better way to be clear and concise with a tailored and action-oriented headline. For example:
“Get Our Free eBook On Cooking”
vs
“Download our Free eBook: Cooking On A Budget”
Be clear early in the content on the action the user needs to take, along with what they will receive by taking this action to help nurture your potential customers.
You Don’t Provide An Explanation Of The Offer
This is another missed opportunity to convert your visitors on your landing page. You have this great offer, one you think will be attractive to your buyer personas, but there is no clear explanation of what this offer actually is. This isn’t the place to tell a visitor about your company or your services. This is a place to quickly explain the offer and the benefits of it. You can utilize bullet points to draw the visitors attention or bold pertinent information. Keep it short and sweet!
You Ask For Too Much Information Without Providing Equal Content Offer Value
Asking for too much information, especially when the value of what you offering does not warrant it, can be causing you to miss opportunities to convert. As a best practice, make sure your form is mirroring the offer you are presenting in both length and information asked. Not sure how much information in the form is complimentary to your offer? A/B testing of your landing pages may be the answer!
You Are Not Testing Out Your Landing Pages
Following best practices is a great start, but not testing your landing page to discover what actually works is big hiccup in the conversion process. You want to tweak your landing page, maybe by color or call-to-action button placement, always one feature at a time to figure what works for your audience. Using a/b tests to see how well your landing pages work is another tool you can use to your advantage also.
You Include A Navigation Menu
As stated before, attention spans are reducing drastically, so you don’t want to give the visitor too much to be distracted by. Guide the viewer through the inbound process through to conversion. One way to do this is to hide the navigation menu. The focus should be on the offer, as opposed to the rest of your company’s website. There is a time and place to redirect them to learn more about your company.
You Do Not Include Relevant Images Or Videos
This particular best practice gets overlooked by many. In addition to provided greater opportunities to optimize, including a relevant image or video helps the visitor understand what the offer is about with a visual representation. Often times, images and videos can convey messages about your offer quicker than words can. You should be using this to your advantage to not only optimize your landing page, but enhance its conversion capabilities.
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