Seven Deadly Sins of Landing Page
Talking about landing page, every second are precious because you need to be able to convince the audience to stay longer and do as you expected. To create a successful and high-conversing landing page, you have to ensure to avoid these mistakes. Below are seven deadly sins of landing page that will hurt your landing page conversion rate and how to make it better.
- Forgetting Mobile Optimization
It goes without saying that most of landing page visitors are using mobile devices. Therefore, it will be a big loss if you fail to mobile-optimizing your landing page because people will not stick around. Always remember to put your visitor mobile experience as one of the priorities when making a landing page. Sure, putting fancy stuff like video and audio might sounds cool. But is it necessary and effective? The answer is no. It will only make your page load slower, which is not a good thing.
- Outbound links
Giving too many options in your landing page will confuse your audience and deviate them from the goal of the landing page itself. Let say the audience were about to download the mobile app that you are promoting, but instead they click on your social media links and forget their initial intention to download the app. What a waste, right? What you can do is to get rid of those unnecessary links and focus on your goal. By focusing on one objective, people will know exactly what to do in the landing page which in turns will increase the conversion rate of your landing page.
- No Unique Selling Propositon (USP)
When audience land in your page, they have the tendency to skim the page to decide whether the page is interesting for them. A clear and concise Unique Selling Proposition (USP) or Value Proposition will help your audience to decide whether the product that you offer will be useful for them or not.
- Bad Design
Good design and user experience is one of the keys to successful landing page. Imagine if you stumbled upon a messy and cluttered webpage. Not only it will be harder for you to navigate through the landing page, it will make you lazier to stay longer. Make sure that your landing page is clear, well-organized, and clutter-free. If you are still not sure how to create a good landing page design, it is a good idea to hire professionals and let them do the hard work for you.
- Bad Call-To-Action (CTA)
Do not underestimate the importance of Call-To-Action (CTA)! Avoid using the old-fashioned CTAs like “Submit” or “Shop Now” as it will be ineffective for the conversion. Eric Sloan from Unbounce argues that those kind of CTAs does not add any value to the audience. Your offer is supposed to improve the client’s life in some way, so focus your CTA on the benefit to the user.
To inspire action, it is highly recommended to put an active verb as the CTA. Make sure to highlight the benefit or what the audience will get after they fill the form. Think of it as a trade, in which you will give something in return for the contact information. Some good samples: “Optimize Your Business,” “Get Your Free Trial Now,” or “Start Your Digital Transformation.”
- Lack of Testimonial
How do people know that you are a real deal? With testimonial! By putting testimonial of your previous clients, the audience will be convinced at trust your credibility. As we know, word of mouth is one of the defining factors in business, and testimonial is the perfect example for that concept. Please take note that while testimonials are great, you should not be careless about whose testimonial you can put. For example, putting testimonials from your own employee will not help your credibility at all. Focus on showcasing testimonials from third-party people.
- Complicated form.
Have you get turned off by the (painfully) long and complicated form in a landing page? It is even possible that you ended up not filling the form at all. The same goes to your audience. You have to be careful on deciding the form length. It is true that the less the field are, the bigger chance your audience will fill it. But be cautious, because if you eliminate too many field, you are risking yourself to receive poor quality leads. Make sure that the form is in the right length, simple, and straightforward. One of the alternatives is by using interactive form which are not showing all the available field in the form.
The article is written by Aulia Ikhsanti