Landing pages are the core of digital marketing campaigns. Awesome design and compelling content would lead to conversion. Either it is a sign up for a free trial product or asking visitors to submit an email, a landing page is the backbone of any campaign regardless of the nature of the business.
Check out these mind-blowing statistics to give you insights about landing pages, their impact, and role in the buyers journeys.
– More than 90% of the visitor who read your headline also read your CTA Copy.
– Companies with 40 plus landing pages get 12 times more leads than those with 5 or less.
– One of the top five challenges faced by the B2B marketers is developing and testing landing page.
– Only 48% of marketers develop a new landing page for each marketing campaign.
– 48% of landing pages contain multiple offers.
You only have eight seconds to attract your audience through compelling headline
Optimizing your landing pages from time to time can result in a better understating of your customers. It will help you drive more visitors to your landing page and possibly generate leads, not large but a few.
On the other hand, the bounce rate increases when people land on to your website and leave without any required action. The reason is that people didn’t find what they were looking for or your landing page was not attractive enough to engage them.
If you are facing the same problem, you have to address a number of problems. What are the causes of a high bounce rate on a landing page is where a majority of internet marketers fail to understand. Without further ado, let us have a walk through some of the top deadly landing page mistakes that would drive people away from your landing page.
1. People Underrate or Overrate You
If you are driving visitors to your landing page, you might be a perfect solution to the problem. However, trust and credibility play an important role in converting visitors or forcing them to leave.
According to the study by UX Matters, 70% of the visitors will opt out of e-commerce website if they don’t trust the company with the given information.
However, there are a number of ways to build trust among people. For instance, you can show the testimonials of existing customers who have tested you and had a positive experience. Social proof is the real motivator for people who visit your landing page to convert, thus resulting in an increase in conversion.
2. Loads of Information
How many times you clicked on a link to a blog because of its attractive title and start reading it. But after a couple of minutes, you decided to stop reading it because it was not giving you the exact information you needed, rather loaded you with information that was too irrelevant.
The same goes for a landing page. If your landing page is loaded with loads of information without any purpose, no one will ever convert. Get to the point, immediately after addressing the problem of the audience. If you feel that it is not possible to explain the core features and functionalities in one, break it in parts.
Moreover, illustrations and Infographics are also great ways to provide maximum information in less time. However, make sure that the illustrations and Infographics used must be mobile-friendly. For quality and free image sources, you can search for free stock images to use it in your illustrations and infographics.
3. Complicating Simple Things
Using too many jargons that people don’t understand will surely move them away from your landing page. For instance, if you are talking about automobile parts and explaining too much of its mechanics rather than explaining how it would help the people, you will fail right from the beginning.
Your content should be concise and make each word worth enough to explain the problem. Moreover, presenting various options at the same time would mislead the visitors, resulting in high bounce rate. Make sure to guide visitors on what actions they have to take. For instance, if you are asking for email subscription and signup on the same page, your visitors might get confused.
4. Complex and Hard to Understand
The majority of times, people often get puzzled on what the purpose of a landing page is and what steps to be taken. The reason for this type of problem is that the design was messed up just like a kid coloring a sketchbook without any aim. You can increase the conversion on your landing page by keeping the design simple, clean and minimalistic.
As soon as the visitor opts in your landing page, he/she should have a clear image of what you are trying to offer. Moreover, simple and minimalistic does not take a longer time to load, which is another reason to keep your visitors stay on the page.
Loading speed matters a lot and if you fail to do so, your visitors would not stay longer than 5 seconds. Your first impression is the last impression and page-loading speed is the first thing that visitors would face.
5. Staying Relevant on Your Message
The conversion rate on the landing page will increase or decrease the number of visitors. Make sure to perfectly optimize the ad campaign centered towards the potential customers. Nowadays, it is quite easy to launch an ad campaign centered towards target audience through Google Adwords, Facebook, and LinkedIn. All you have to do is design an awesome landing page through various platforms free or paid.
While launching an ad campaign, you have to ensure that the product meet the expectations for the purpose they have shown interest. The wrong message to the audience will leave a negative impact on visitors, which would result in low to zero conversion rate. The purpose is not just to force visitors to sign up, but also to enhance their experience and meet their expectation.
Additional Tips for Creating Better Landing Pages
Creating better landing pages will not break the sweat. You just need to include all the important elements of effective landing page such as headline, concise description, supporting image, testimonials and security badges and include a form to capture visitors.
Moreover, make sure to avoid any distractions such as linking the keywords unnecessarily and match the title of the landing page to its corresponding CTA. The more concise you write, the greater the chances of visitors to stay on your page, digest the information and take action. Bullet points are ideal to present more information in short time.
Last but not the least, keep your form short and ask only for important information. Keep in mind, the more landing pages you create, the more you will generate leads. Don’t forget the power of picture because a picture is worth a thousand words.
Conclusion
High conversion rate depends on how well you have gained customers trust in delivering the right message and right product. With the help of few techniques mentioned in this article, you will better increase the conversion rate through landing pages by getting qualified leads.
