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Top Probable Reasons Why your Landing Pages aren’t Converting

by Celina Conner on September 20, 2012

landing pages
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“Get special 50% discounts on laptops!” “Sign up now and get an exclusive free gift pack from us!”

You see those ads everywhere on many of your favorite websites. For some people, the knee-jerk reaction is to label them as spam. But those ads are a crucial part of a company’s online marketing strategy, because they can lead to new customers and leads. Many sites, especially e-commerce sites, use those ads to lead to a page where customers can be enticed to buy or subscribe to something. This is called the landing page.

A landing page is where customers can choose to willingly give their contact information via a lead capture/conversion form. In some cases, even having a 0845 numbers give you a professional image and customers don’t need to provide their information, until they know more.

A landing page uses a specific marketing promotion in order to obtain leads by giving further details on some kind of interesting offer which was only hinted at in the ad. It is a great tool in generating new leads and converting old leads into sales as it helps a company determine what clicks with customers. However, creating a landing page can be a very tricky business. Many companies and affiliate marketers end up doing it wrong, and their efforts result in low conversion rates and disappointed users.

5 reasons why a landing page ends up being ineffective

  1. Lack of clarity. Probably the most important part of a landing page is the information it provides a customer concerning the offer. Thus, you don’t want to clutter the page with information that is irrelevant. You want to tell potential customers what the offer is, exactly, and what makes it so special that they ought to avail of it ASAP. It should tell customers why this offer will provide them with something they would really care to have, so your aim is to be compelling. Even the language that you use affects how relevant your information will be to a potential customer, so avoid using generic terms like “subscribe”, “read here”, etc. Remember, your goal is to market this promotion so you want to use words that are convincing and geared towards selling your offer, like “exclusive”, “special discount”, etc. Emphasize the benefits your customers are getting if they become your leads.
  1. Too many links. In online marketing, links are often a good thing. But not here. A landing page has one specific function—to get your customers to take a specific action. You don’t want to distract them from that by giving them the opportunity to navigate and explore through your site. So a landing page shouldn’t be your home page—it should be a separate page altogether that hides links and allows them to focus on the offer, and what you want them to do on the page to avail of it.
  1. Too much clutter. Links aren’t the only thing that can be distracting on your landing page. Even content, however relevant, can be a detriment to your page. On a landing page, you want to be concise and straightforward; therefore an ideal landing page would only have the following elements: a headline, a description of the offer, fields for the customer’s contact details, testimonials (whenever possible), and a call to action link or button. A landing page should have lots of white space—too many designs or images can end up being a disadvantage. Minimalism is the best way to go.
  1. Like ThisNo design cohesion. The way your landing page is constructed affects how customers see your marketing strategy. The theme of your landing page should gel with the design of the ad you used to promote it in terms of color scheme and the graphics used. The idea is to keep the momentum you gained from the ad—it’s a reminder to your customers of how they got to your landing page in the first place. The only part of your landing page that should be different is your call to action link/button. That should be large, positioned well on your page (preferably in the middle and surrounded by white space), and pops color-wise to make your customers take notice immediately.
  1. Lack of follow-ups. Ok, so you finally got a customer to sign up for a newsletter or make a purchase. That’s not the end of your landing page’s job. Your landing page should link to a thank-you page confirming the receipt of your new lead’s information, and how they will be able to get what you promised in the offer. Don’t keep your lead hanging by not giving them any assurances that their effort to visit you was not in vain. And also, give them the chance to share the page to their friends via links to Facebook, Twitter, LinkedIn, or other social media so that your conversions don’t end, but can keep going via their referrals. And don’t lose your old leads—keep them coming back by providing valuable newsletters or new offers.

The great thing is, there are various tools on the Internet now to help you create your landing page. HubSpot, for example, has its Landing Pages tool that can simplify the process of landing page creation for you. And you can spread the word of your landing page via e-mail marketing and social media. A landing page can be a very beneficial piece of additional content to your site, as long as it’s used right.

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Celina Conner is a Yoga Instructor, an alumna of Business Management at Martin College Australia and a mother of a beautiful daughter, Krizia. She has a passion in cooking and formulating vegan recipes.

Celina has written 1 articles at iBlogzone.com

1 Ryan Biddulph September 20, 2012 at 5:19 pm

Reduce the clutter. Boost your opt-ins. Helpful tips Celina, thanks for sharing.

2 Deni Saputra September 21, 2012 at 2:15 am

True points lina!
‘Lack in guide the user” some designs are less in terms of navigation to direct people to do something.
Some of the points you mentioned are very true to avoid.

Thanks for share!

3 Jack September 21, 2012 at 4:34 am

I think a landing page is the most important thing for any online business as it keeps the business rolling. But yes the ways in which a landing page is created have to be very accurate as mistakes can lead to the failure of the business as a whole. This is the point where many people make mistakes and suffer as a result. Thus this blog will help those learn ways in which they can create landing pages effectively. I must say that the was mentioned here are truly efficient.

4 Aditya September 21, 2012 at 8:31 am

Having too links/adds on a website can lead your visitor’s bounce back to some another site which nobody wants.So its better to keep thing simple and down to earth but thinking should be higher and it should be reflected by the way you present things.

5 Juan September 21, 2012 at 1:35 pm

our post entry must be able attract people to read it clearly, not put so much ads everywhere on our blog

6 Ravi Singh September 22, 2012 at 6:08 am

Hi CELINA,
I think that landing page is the most important part of online business. This webpage typically displays content that is a relevant extension of the advertisement or link. But, When we use too much link and ads on webpage then visitors bounce on another site which one not use too much link and ads. So we should use less link and ads on webpage.

7 Thomas September 25, 2012 at 5:50 am

I think the biggest problem is lack of information. There are not enough details to entice the reader and make him want to visit the site. Also, navigation tools need to be simple. The more complicated you make it, the lesser viewers will you get. Your post sums up all the points one needs to keep in mind while creating a landing page. I’m sure a lot of people will find it helpful.

8 Anton Koekemoer September 25, 2012 at 8:57 am

Hi Celina,

Yes – I agree. Having too many links and clickable images and or CTA’s is one of the main reasons users fall of a landing page. If the user is confused and can’t find what they are looking for (without having to search all over your website) then they surely won’t follow the line or path of the sales funnel incorporated in the website and or blog and ultimately won’t lead to a conversion and or sale.

9 Shaun September 25, 2012 at 1:17 pm

It’s a great point about having too many links on the landing page, you want to guide the visitor to take the action you want them to take and removing possible distractions or exits is key.

10 Joe September 25, 2012 at 5:28 pm

I have tried both ways. I loaded my page with lots of content and very little images or clickable links. That way had pretty good results. Then I went to more an image based landing page and had almost the same results. So now I am trying a little of both to see where that will get me.

Thanks for the tips.

11 Henry September 26, 2012 at 4:56 am

I think it is important to make your landing page so attractive that the user can’t think of anything else except for wanting to know more. But when I say attractive, I don’t mean flashy signs, too many links, fancy (and difficult) navigation or gaudy color. By attractive I mean the information you provide needs to be eye catching. Only then will the user want to go ahead and register.

12 David September 26, 2012 at 8:39 am

I think a landing page needs to be one that gives complete information to the user so that he knows what the offer is, how it will benefit him and what he should do next. Don’t make the registration process lengthy or complicated as this will push the user away.

13 bloomtools September 28, 2012 at 12:53 pm

thanks for sharing this post. you are right when you say it needs to be clear what you have to say to the users. It helps more when the users completely know and understand what you have to say to them. thanks for these useful points. a nice and a really useful post.

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