Firstly, look at these stats below:
- 64% of marketers say that landing pages are the most effective way to best value proposition.
- 68% of B2B businesses use landing pages to garner a new sales lead for future conversion.
- 48% of marketers build a new landing page for each marketing campaign.
The use of landing page to promote products/services or for a marketing campaign is not a strange thing. But, not all of landing page working with the best performance and still have many flaws that we should avoid.
Here are 7 most common flaws with the landing page:
#1 Too much information required
Big turn off for visitors to a site is having to enter in too much information. The visitor would rather leave the site than enter the information requested.
Fix: only obtain information that is relevant and needed for the fill-in forms. Make the forms easy to find and easy to fill in.
#2 No one specific call to action
48% off landing pages contain multiple offers. This confuses customers and confused customers will bring lower conversion. Landing pages with multiple offers get 266% fewer leads than single offer pages.
Fix: keep it simple for visitors. Have one offer only. Make the call to action easy to find, understand and complete.
#3 Too much text
Too much text on page is confusing. The consumer might not understand what is being offered. If the consumer cannot determine the point of the page they will leave. Approximately 5 seconds to capture the attention of the visitor.
Fix: utilize bullet points. Use bold to set off text and draw the eye. Highlight most important points of product/service.
#4 Headline does not grab attention or is missing
Only 77% of marketers who test are testing their headlines. The headline should not be generic or boring. There should be a headline to greet the visitor and let them know the point of the page.
Fix: make sure the headlines are reflects the content of the page. The headline should be specific. The headline should be long enough to convey the message but not so long that the visitor clicks off the page.
#5 Landing page take too long to load
40% of consumers abandon a website that takes more than 3 seconds to load. 79% of shoppers who are dissatified with website performance are less likely to buy from that same site again. If an ecommerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.
Fix: Cut the clutter! Get rid of unnecessary text and graphics. Test page load on different devices.
#6 There is no testing done to se what is working
Companies with 40+ landing pages get 12 times more leads than those with 5 or less. Testing radically different landing pages against each other yielded a conversion increase of 264% for Marian University. Dell, now with well over 1000 landing pages has seen conversion increases as high as 300% when testing landing page against web pages.
Fix: test a few landing pages and track their results, anything that is not increasing the conversion rates should be changed. It is important to test market ideas, page layout, and wording to determine what changes will get the conversion. Have several versions of landing pages available and see which pages are getting the most click-throughs. Never stop testing and tweaking.
#7 Site lacks credibility
Blue Fountain Media increased sales 42% by adding Verisign symbol to their site. 68% of consumers trust reviews more when they see both good and bad scores. People are more likely to trust a precise number over a rounded number because it implied more accuracy.
Fix: add honest testimonials, display a trust badge. Don’t overstate results or product. Make sure terms and conditions ar in layman’s terms.