Companies are trying multiple methods to grab the attention of the existing users and the casual browser. However according to a report by Ecoconsultancy, only 22% businesses obtain satisfactory conversion rates. Often landing page errors are responsible for achieving lower than expected conversion rates.
In this article, we list down the most commonly made landing page errors that lead to lowered conversion rates and ways to rectify them.
#1. Lack of precise headline
After coming to the landing page, the visitor’s attention first moves to the headline and this is your only chance to convey your value proposition and either engage them to venture further or hit the back button.
Most common headline errors are:
• The headline doesn’t convey clearly what the brand does
• It is too long and gives them no compelling reason to use the product
• Lack of a benefit
With ever decreasing attention span of humans, it is essential to convey the meaning of your business in a crisp way. The ideal headline should include:
• What the brand or product does
• The benefit that the reader gets
• Written in the least number of words (roughly 7-9)
• Arise enough curiosity to make the visitor read further
Evernote has a crisp headline that tells the visitor everything that the scheduling and organizing app does.
I - 1
#2. Lack of a clear value proposition in the sub text
Why would a visitor leave his existing vendor or ecosystem and buy your product? Is the value proposition easily visible, or has the visitor to search for it? The customer will take the next action that is going through the rest of the content only if the value proposition is conveyed in an easily understandable manner.
This section is below the headline, which further gives a boost to the headline and engages the reader to read further and take the next step of action. Sub-text is used to seal the deal, making the visitor explore further or perform the next action.
The value proposition of KissMetrics is added just below the headline, which gives the user a clear idea on what they do.
I - 2
#3. Lack of a clear explainer image or video
An image is equal to a thousand words, a video worth a million. Images and videos convey your message instantly and more effectively than the words, so include a video about your product or service at a prominent place on the website.
While placing an image, include the benefit that the user gets from using the product. Refrain from using a stock image. Rather than writing what you do, add how the product will enhance or improve the life of the user. The image you use should be:
• Communicate your content
• Appealing
• In sync with the content
• Stand out without contrasting too intensely
• Be evocative to encourage engagement
While making a video, optimize the time limit, it must not be too long yet effectively convey the meaning. Tools such as Animoto make it super easy to create videos using a couple of images, videos and text.
Taking the example of CrazyEgg, a company that sells heat maps, just below the headline and subtext is placed the image that conveys the meaning of the service in a single image.
I - 3
Code Academy that teaches people how to code online has an explainer video conveying what they do.
I - 4
#4. Poor Call to Action
According to a report by Small Biz Trends, more than 70% businesses lack a Call to Action. This trigger should stand distinct and make the visitor notice and click on it. The most common Call to Action mistakes that most landing pages make is either add too much CTA’s and confuse the visitor on what to do or pace none so that the visitor leaving the website without performing the desired action.
There are millions of websites, what is the chance that a visitor will remember your website and visit it again? The best way to keep a user hooked on to your service is via email subscription and sending a regular email regarding the news about your services.
The Call to Action can be for:
• Email subscription
• Viewing a product/demo video
• Downloading an ebook or whitepaper
• Enrolling for a webinar
• Availing a discount offer
Whatever the intention, ensure that the Call to Action is such that it makes the visitor take the desired action.
#5. Hard to find CTA button
We often finds Landing pages in which either CTA button is too small or blends into the background. The CTA button should distinctly stand out on the landing page.
The psychology of color plays an important role here as it has the ability to persuade the buyer to buy the product convincing them about the value offered. There is no definite rule of using a color combination, however use contrasting ones so that your CTA button stands out amid the entire website color palette.
This image summarizes the emotions associated with each color and which color should be used to drive the desired action.
Pocket app, which lets users save the articles for later read uses a very clear call to action, in their case they want the users to either Sign-up with Google or Email. The pink colored Sign-up box stands out amid the subtle background.
I - 5
#6. Lack of credibility
To drive a visitor into a paying customer, your landing page should be able to establish the trust factor. Elements such as customer testimonials, press coverage, mentions by the media giants and noteworthy clients help a brand in establishing the trust factor and their thought leadership.
Customer reviews play an important role in influencing the user buying decision, hence ensure that reviews are an integral part of website design.
The guide to getting the most effective testimonials includes:
• Getting testimonials from people who are your target audience
• Adding an image of the person who writes the testimonial to show that they are not fake
• Testimonials backed by data, numbers and specifications
On Noah Kagan’s (Founder of AppSumo) website, along with the testimonials he has even added the position of each person, thus boosting the credibility.
I - 6
#7. Lack of customer support and contact details
How many times do you stumble across websites that have no contact information? Will you trust such brands wherein you are unable to locate the address or the basic contact number? The basic assurance that it is a real company includes address and contact information. The secondary information include a live chat support feature or a contact form wherein the visitor enters his queries and contact details and the company staff gets back to the person.
As immense stress is laid on customer support, this is one segment that should be on the number one priority. Make the contact details clearly visible on the website, this is instrumental in establishing the credibility.
Nykaa, an ecommerce cosmetic store has live support wherein the customer can type his query in the chat box and the customer representative immediately replies to it.
I - 7
#8. Making the contact form and the lead capture form too lengthy
The length of the lead capture form shouldn’t scare off potential customers. Ask only for the information that is required, not one thing more.
Understand the risk vs reward strategy since any first time visitor would be hesitant to divulge in personal information.
#9. Lack of logical flow
Along with the actual content, the logical flow is equally important. The visitor should be cognitively guided through the entire thought process, essentially one which is intriguing, engaging and logical.
Your landing page should be structured as: Start with the headline, list out the benefits, followed by the testimonials and concluding with the CTA. Use persuasion in each section rather than limiting it to a single section and long landing pages are equally effective so don’t hesitate in keeping a long and detailed landing page.
#10. Lack of A/B testing
There is no perfect formula for a landing page, the elements which work for one website may not give beneficial results to another. Looking into the number of elements in a website, it can be confusing to choose the right ones, hence test one hypothesis at a time based on the amount of revenues a change might bring and then rank accordingly.
The elements which should be tested include:
• Headline – The headline should be able to sell your product
• Incentives and offers
• Size, color, position of the CTA
• Navigation and layout in general
• Addition of media – images or videos