Internet marketing relies on successful landing pages that convert visitors into real customers. A landing page can contain sales pitches, opt-in forms, videos, or text. For most companies, the landing page is typically the homepage, but this isn’t always a good idea. The quality of your landing page affects your return on investment, as well as your conversions. Below is a list of the top five most common landing page mistakes that affect your profits:
A Bad Headline
The headline is your two-second chance to grab readers’ attention and entice them to take the next step. An ideal headline should answer one simple question: “What’s in it for me?” Split testing different headlines is easy and can bring you higher conversions compared with other marketing strategies. Well written headlines will show up in search results impact the way your loyal readers interact with your site, and enhance your SEO efforts.
No Strong Offer
The competition is tight on the Internet, so you need to have a strong offer to attract prospects. The value proposition should be clear and concise. Your landing page should highlight your offer and make customers choose you over your competitors. Make sure that you are clear about the purpose of your business. Give people a reason to buy your products and make them an offer that they can’t refuse.
Use relevant pictures to break the content up and make your landing page more attractive. Cheap highlighting, bad fonts, and irrelevant photos don’t make for better conversions in most cases. A picture can convey your message and keep readers engaged,
Too Much Text
Customers come to your landing page to solve a problem, not to read essays. Although quality content in needed on landing pages for explanation purposes, too much text can be overwhelming. Your page should only include the offer, the value, and the call to action.
No Call to Action
Don’t make prospects scroll down the page to find what they need. Add clear links to the order page and encourage your readers to take action. Many business owners are wasting thousands of dollars in advertising only to have people land on poorly designed web pages that lack a call to action. Focus on a single conversion and eliminate the clutter. Research shows that over 80 percent of Internet users will never scroll to the bottom of the page. That is why it’s important to place your call to action above the fold in a spot where customers can’t miss it.
Image credit: Stuart Miles