The #1 Conversion Killer in Your Landing Page (And How to Avoid It)
You've heard a lot of talk about landing pages and decided your website must have one. The problem is, many people don't know exactly what a landing page is.
This article will tell you what a landing page is and give you some tips on what a well designed landing page looks like. It will also tell you the top reason that a potential customer might decline to "convert" when presented with a landing page.
What is a landing page?
So what is a landing page?
A landing page is any page on the website that you want your visitors to land. It usually has a form and exists solely to capture personal information of the site visitor.
The form on a landing page offers a chance for someone to "convert." Marketers refer to this as a "conversion event." This is when potential customers to a site come one step closer to becoming actual customers of that site.
This is the goal of the landing page: to convert site visitors into leads or sales. Visitors that are presented with a landing page can give the website owner certain information about themselves, and they will receive something back in return. Landing pages are a way to encourage action on the part of your visitors.
Landing page essentials
Here are some essentials that you should consider when designing landing pages.
1) Make your offer clear: Use bold, attention-getting headlines and sub-headlines to get your point across. You should make sure your offer is clear to the visitor. Tell visitors in plain and simple language what your site is about. If your visitor has to scroll and click around in order to figure out what you are offering, they will not give you their personal information and they will stop reading. Good design leads to positive first impressions, increases feelings of trustworthiness, and can lead to greater conversions.
2) Don't ask for more than one thing: You should have one call to action and your landing page should highlight this. If you ask your customers for more than one thing, you will probably scare off new customers. Research has shown that the more choices you offer people, the longer it takes for them to make a decision. A landing page that simply asks for one thing is clear and therefore credible. Don't make your customer work to find the best deal.
3) Click baiting creates distrust: Click baiting is stuff on the web that is aimed at producing web advertising revenue at the expense of quality or accuracy. Some examples of clickbait are multiple opt-in forms and contract-style sign offs. Clickbait creates distrust because visitors leave having felt tricked and misled into providing their information.
4) Your landing page should be fast: If your landing page takes more than five seconds to load, your potential customer will bail. Your landing page should make an impact but it shouldn't involve so many design elements that it takes forever to load. Use little imagery and typography that doesn't need to be downloaded.
5) Use headlines that demand action: A good landing page asks visitors to take action, and then explains the benefits to taking action. Your call to action might include words like "Sign up," "Try It," or "Contact Us."
6) Use social proof: A landing page should include testimonials, as people that eventually take action are influenced by others who have done the same. Testimonials can show that other visitors have a positive view of what you are offering. Some other measures that might show your offer's popularity are a list of customers, press mentions and usage statistics.
7) Make sure it isn't ugly: An ugly layout can sour potential customers on your entire site and whatever deals you are offering. Make sure your landing page is designed well. Clean and simple layouts with proper focus on call to action can work really well. Sites like Envatomarket will help you find excellent landing page templates.
8) Use specific copy: Don't write in generalities. Instead, use specifics such as numbers and concrete examples.
9) Write in plain English: Make sure you are using simple words to convey your ideas. Don't try to be witty or impress with your vast vocabulary. Only use jargon that your audience will be familiar with.
10) Don't use meaningless graphics: Boring photographs and meaningless icons can hurt your conversion rates.
11) Be sincere: Make sure you aren't over-exaggerating your claims. Be sincere and honest.
12) Make sure your information is relevant: Don't include irrelevant information. Stay focused on your end goal and make sure it is stated first.
13) Use responsive design: These days you can't be sure the type of device that your potential customer is going to be using to view your website. You should make sure that your website (including the landing page) utilizes responsive design so that it can expand or contract seamlessly to any resolution.
The #1 Conversion Killer
All of these tips point to a few pieces of advice: a landing page that fails to utilize clear wording and design will most likely not succeed in making conversions. Stay clear about what you are offering on your landing page and potential customers will keep it clear in their heads.
The best way to design a landing page that will lead to conversions is to approach it from the viewpoint of your visitors. What would they like to see on a landing page? What would convince them to turn over their personal information? Getting people to part with their currency (their personal information) requires the use of strong incentives. Let your visitors know what they will be getting out of the deal and use testimonials to show that others have viewed the trade-off positively.
Take note of the advice presented above and the suggestions for improvement. If you put some thought into your landing page's design and follow some of these tips, you will be on your way to making increased conversions.
This article will tell you what a landing page is and give you some tips on what a well designed landing page looks like. It will also tell you the top reason that a potential customer might decline to "convert" when presented with a landing page.
What is a landing page?
So what is a landing page?
A landing page is any page on the website that you want your visitors to land. It usually has a form and exists solely to capture personal information of the site visitor.
The form on a landing page offers a chance for someone to "convert." Marketers refer to this as a "conversion event." This is when potential customers to a site come one step closer to becoming actual customers of that site.
This is the goal of the landing page: to convert site visitors into leads or sales. Visitors that are presented with a landing page can give the website owner certain information about themselves, and they will receive something back in return. Landing pages are a way to encourage action on the part of your visitors.
Landing page essentials
Here are some essentials that you should consider when designing landing pages.
1) Make your offer clear: Use bold, attention-getting headlines and sub-headlines to get your point across. You should make sure your offer is clear to the visitor. Tell visitors in plain and simple language what your site is about. If your visitor has to scroll and click around in order to figure out what you are offering, they will not give you their personal information and they will stop reading. Good design leads to positive first impressions, increases feelings of trustworthiness, and can lead to greater conversions.
2) Don't ask for more than one thing: You should have one call to action and your landing page should highlight this. If you ask your customers for more than one thing, you will probably scare off new customers. Research has shown that the more choices you offer people, the longer it takes for them to make a decision. A landing page that simply asks for one thing is clear and therefore credible. Don't make your customer work to find the best deal.
3) Click baiting creates distrust: Click baiting is stuff on the web that is aimed at producing web advertising revenue at the expense of quality or accuracy. Some examples of clickbait are multiple opt-in forms and contract-style sign offs. Clickbait creates distrust because visitors leave having felt tricked and misled into providing their information.
4) Your landing page should be fast: If your landing page takes more than five seconds to load, your potential customer will bail. Your landing page should make an impact but it shouldn't involve so many design elements that it takes forever to load. Use little imagery and typography that doesn't need to be downloaded.
5) Use headlines that demand action: A good landing page asks visitors to take action, and then explains the benefits to taking action. Your call to action might include words like "Sign up," "Try It," or "Contact Us."
6) Use social proof: A landing page should include testimonials, as people that eventually take action are influenced by others who have done the same. Testimonials can show that other visitors have a positive view of what you are offering. Some other measures that might show your offer's popularity are a list of customers, press mentions and usage statistics.
7) Make sure it isn't ugly: An ugly layout can sour potential customers on your entire site and whatever deals you are offering. Make sure your landing page is designed well. Clean and simple layouts with proper focus on call to action can work really well. Sites like Envatomarket will help you find excellent landing page templates.
8) Use specific copy: Don't write in generalities. Instead, use specifics such as numbers and concrete examples.
9) Write in plain English: Make sure you are using simple words to convey your ideas. Don't try to be witty or impress with your vast vocabulary. Only use jargon that your audience will be familiar with.
10) Don't use meaningless graphics: Boring photographs and meaningless icons can hurt your conversion rates.
11) Be sincere: Make sure you aren't over-exaggerating your claims. Be sincere and honest.
12) Make sure your information is relevant: Don't include irrelevant information. Stay focused on your end goal and make sure it is stated first.
13) Use responsive design: These days you can't be sure the type of device that your potential customer is going to be using to view your website. You should make sure that your website (including the landing page) utilizes responsive design so that it can expand or contract seamlessly to any resolution.
The #1 Conversion Killer
All of these tips point to a few pieces of advice: a landing page that fails to utilize clear wording and design will most likely not succeed in making conversions. Stay clear about what you are offering on your landing page and potential customers will keep it clear in their heads.
The best way to design a landing page that will lead to conversions is to approach it from the viewpoint of your visitors. What would they like to see on a landing page? What would convince them to turn over their personal information? Getting people to part with their currency (their personal information) requires the use of strong incentives. Let your visitors know what they will be getting out of the deal and use testimonials to show that others have viewed the trade-off positively.
Take note of the advice presented above and the suggestions for improvement. If you put some thought into your landing page's design and follow some of these tips, you will be on your way to making increased conversions.
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