The landing page holds the key to convert your website visitor to a customer. Depending on the objective of your site, this conversion ranges from a visitor filling out a subscription form to buying a product. Landing page optimization (LPO) is considered as a key element to convince the target audiences as it aims to integrate an appearance and content that gives the website more exposure, makes it more appealing and helps the entrepreneur chase his business goals of value / revenue addition.
However, many websites fail to understand the relevance of landing page optimization. Consequently they make mistakes that don’t just contradict the true goals of a landing page but also costs the website/brand its credibility. Just like we gave a list of guidelines for creating a great landing page, here are some common mistakes to avoid.
1. Too many opt in forms
Forms could be a great way to increase leads, increase your marketing demographics and promote products. However, overusing them can ruin your goals. There are many websites that use pop up boxes, side bars, footers to place forms without discretion. This widespread usage will only get your visitors frustrated and you will probably witness an increase in the bounce rate. Visitors to a landing page care more about the content than subscribing to it before they have a clue of its quality. Conversely, clever and moderate usage of opt in forms can help you obtain quality subscribers to your mailing list.
Pro Tip: If possible use only one opt in form on a landing page (and make sure to limit the text on your landing page to only provide important information).
2. Offering free downloads without an opt-in
Whether you are allowing a free download of an ebook or a report, always make sure that it is done via an opt-in form. With free downloads, users won’t mind making that extra effort to fill up a form. Why lose the opportunity to build a list of potential customers who are genuinely interested in what you have to offer?
3. Don’t just rely on single landing page optimization process – do your research too
There is no fixed rule for landing page optimization that works for all types of businesses. For some, free downloads contribute substantially but for others they aren’t enough. It is necessary that you do your own research and take cue from internal search gateways. Engage in A/B testing to make sure that you are focused on the most profiting optimization process.
Pro Tip: If possible take help of Google Analytics & Insights to improve Landing Page Optimization.
4. No further offers on the ‘thank you’ page
Whatever be your industry, your customers are always in for some kind of offers on services/products. Try to take every opportunity to place these offers and create and engagement. Placing offers on the Thank You page is more likely to make a customer return than just a mere statement of appreciation. Customer engagements are vital to every business and remember that it is an existing customer that will bring your more (and easy) business than a new one.
Pro Tip: You can always ask for review when your customer lands on a thank you page.
5. Improper hierarchy on the landing page
Every successful landing page integrates a standard hierarchy of content. For example, it is only after you make the visitor understand what benefits he/she is going to get that you can ask him/her to fill up an opt-in / subscription form. Put yourself in the boots of the visitor and think what you are going to expect from a website like yours. It is important that the landing page focuses more on conversion goals than adding to its email database / followers. Everything from the textual content, images, links, forms, products, etc must be consistent and in sync with each other.
6. Multiple calls to action on a single page
Asking your customers too many questions or requesting them to perform multiple tasks at the same time always creates confusion. You cannot expect a visitor to fill up an opt-in form, like your social media link, and go through free downloads at the same time. Linking advertisements that take the visitor to another page is also a strict no. This will only distract your visitor and he/she would not have been able to completely understand your services/products.
Pro Tip: Avoid adding too much advertisements on landing page because visitors need content not ads.
In several cases, the landing page is the only opportunity to create a positive impression and generating leads. Try to engage your visitor such that they would be curious to know more about your service or business. Though landing page optimization might seem complicated, it’s just a matter of understanding your users.
(Lead image: Depositphotos)