If you’re getting lots of traffic to your landing page, but you’re not actually seeing conversions come rolling in, it’s time to start rethinking your landing page strategy. Don’t give up on your landing pages—they have a lot to offer and they’re one of the best ways to target a specific segment of your audience, but even small mistakes can send consumers running.
Here are five things you should stop doing on your landing pages:
Using mediocre design and low quality content. Landing pages seem like they are not as important as your homepage, leading some people to believe that they don’t need to put as much time, money, or effort into these pages. But bad content and slipshod design are hallmarks of an unreliable website, one that will encourage your visitors to turn tail and run.
Using too many calls to action. Yes, the entire point of a landing page is to get the visitor to take a certain action, whether it be signing up for your email list or making a purchase. But you do not want to inundate them with that message so often that they feel it is being screamed at them. Make your call to action short, sweet, and obvious, but don’t put it every six inches, cut into your content and accompanied by a big red button.
Forcing your page visitors to make an account. You want their email address and demographic information, but if you are going to force your visitors to make an account before they can read your content or make a purchase, you are more likely to drive interested parties away than to invite them in and get them to stick around.
Not including your contact information. This webpage should offer them as much information as possible, including how to contact you if they want more information. Make this information obvious so they do not have to go hunting for it.
Not answering obvious questions. Someone has probably clicked on this page because they want to learn about what you are offering, not just because they want to see a hundred calls to action. Make sure the page has plenty of great information about your product or service, answering the most common questions in a way that encourages the reader to buy.
If you’re getting lots of traffic to your landing page, but you’re not actually seeing conversions come rolling in, it’s time to start rethinking your landing page strategy. Don’t give up on your landing pages—they have a lot to offer and they’re one of the best ways to target a specific segment of your audience, but even small mistakes can send consumers running.
Here are five things you should stop doing on your landing pages:
Using mediocre design and low quality content. Landing pages seem like they are not as important as your homepage, leading some people to believe that they don’t need to put as much time, money, or effort into these pages. But bad content and slipshod design are hallmarks of an unreliable website, one that will encourage your visitors to turn tail and run.
Using too many calls to action. Yes, the entire point of a landing page is to get the visitor to take a certain action, whether it be signing up for your email list or making a purchase. But you do not want to inundate them with that message so often that they feel it is being screamed at them. Make your call to action short, sweet, and obvious, but don’t put it every six inches, cut into your content and accompanied by a big red button.
Forcing your page visitors to make an account. You want their email address and demographic information, but if you are going to force your visitors to make an account before they can read your content or make a purchase, you are more likely to drive interested parties away than to invite them in and get them to stick around.
Not including your contact information. This webpage should offer them as much information as possible, including how to contact you if they want more information. Make this information obvious so they do not have to go hunting for it.
Not answering obvious questions. Someone has probably clicked on this page because they want to learn about what you are offering, not just because they want to see a hundred calls to action. Make sure the page has plenty of great information about your product or service, answering the most common questions in a way that encourages the reader to buy.
Published on January 25, 2016
About the Author: Ashley Bardonaro
