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8 Common Landing Page Mistakes And How To Avoid Them - Secrets From Semalt



You decided to start a sponsored campaign - you did research, set a budget, built a landing page, and set off. But, despite the targeted traffic, the landing page fails to generate enough leads for you. Apparently, some of the most common mistakes have also been made on your landing page. 

In this case, your concern would probably be how to get to know these errors and avoid them to have a good return on investment (ROI).

So, don't worry anymore!

Because, you are welcome on this blog which is a place where we talk about everything related to the promotion of your business online, to guarantee you a good return on investment. 

So, today we are going to clarify the 8 common mistakes on your landing page that can be a hindrance to your return on investment. 

We will also show you how to avoid these mistakes.

Let's go!

Some background - What is a landing page?

The landing page is where the surfer arrives, or "lands" as part of a sponsored activity (Google, Facebook, or other media) and where he first encounters the product or service you are trying to market. But, there are quite a few cases where the campaign produces particularly impressive results in the CTR and CPC segment, but, despite this, the leads simply refuse to come and you are helpless in the face of a budget that is eaten without results.

In such a situation, the source of the problem may be irrelevant targeting, which causes the campaign to drive to your landing page a sufficiently unfocused audience that will not make landing page conversions. Most likely during the construction of your landing page - you made several common mistakes that caused the page not to have at least a converter.

All the tools for website promotion and landing page design will not help you with pages that do not convert - in the field of marketing, you also need to activate your head and quite a bit of creativity.

So what can go wrong?

When we talk about landing pages, it is important to always remember that your surfer is not a captive and will most likely receive parallel offers from your competitors and decide to leave his contact details only on a page that will meet all his requirements and give him a satisfying sense of security.

To make some order out of the mess, we will focus on 8 common mistakes that appear on landing pages across the web, we will explain how they affect your surfers and what is the right way to deal with each mistake.

What is the first problem and how to avoid it?

The first and most common problem is that there is no clear motivation on the landing page for an action that calls for a surfer to make a conversion. Whether it's leaving details, downloading a file, or any other action, when there is no direct call to action on the page the surfer begins to "roam" the page, losing focus, through which the surfer decides to abandon the landing page without performing the action for which he came for.

Be sure to provide the surfer with one very early intention to act such as "Call now!", "Fill out the form to receive the benefit!", "Leave details!", and make sure you target it right below the solution your landing page provides. If your landing page is long - repeat the same call to action and do not confuse the surfer.

The second problem and how to avoid it?

Although in practice what is supposed to sell your product is the copywriting you will incorporate on the page and of course, the benefits you will display for the product or service, the design is also crucial in improving conversion rates. The design of the page itself serves as a wrapper for content and a sloppy and unprofessional design will simply make your product look cheap and of poor quality in the eyes of the surfer, which will lead to the development of the concept of a product that is worth giving up.

Be sure to build a compelling and professional design for your landing page that will support the coffee you have chosen and speak the same design language with your ads and be tailored to the content world of the relevant audience even if it is a financial investment that comes at the campaign budget.

Remember that reducing the budget and increasing the number of conversions on the page is a situation you can get compared to a situation where you will take advantage of the entire budget for the campaign and lead the surfers to a sloppy landing page that will not lead to conversions. 

So, to have a convincing and professional design, you just need to contact a web development agency such as Semalt. With the experts at Semalt, you are sure to have a user-friendly landing page capable of ensuring a good return on investment at a low cost.

The third problem : too many choices - lack of focus

True, you want to give your surfers the option to choose as much as possible and give them the feeling that they are in control when purchasing the product. But too much choice on your landing page can also confuse the surfer or not suit all the audiences you send to the page and thus lead your page to a particularly low conversion rate even if all the other parameters on the page were done "by the book".

Be sure to provide a small choice to the surfer and make sure to lead him in your conversion funnel clearly between the various stages ranging from presenting the product, presenting the benefits, price, and purchase option. If you are interested in marketing several models with different benefits - consider building a few different landing pages and even a few different campaigns as each of the campaigns will target a different audience and lead the surfers to a landing page specially tailored for them.

A landing page should have the same purpose - whether it's to leave details, download something, call, or any other action - but one and only one action! The more focused and clear you are, the better your chances of conversion.

Fourth problem: social evidence

Your surfers do not like to be experienced and they want to know that people have already purchased your product or service, tried it, and were not disappointed. Many people tend to give up the proof stage on the landing page and focus on the product benefits - a situation that sometimes causes a situation where the surfer does not get "proof" of the reliability of your product and cannot feel that he is joining a group of satisfied customers.

Be sure to include as much real social evidence as possible on your landing page - whether it's names and photos of satisfied customers (after receiving explicit approval of course) or a quote without the customer's details. This point will support the prospect's sense of security and bring him closer to making the conversion. 

Fifth problem: too much information

Each of the marketers was happy to receive as much information about the customer as possible - name, phone, email, age, confirmation of advertising content, place of residence, and what else. But, in the real test, any additional section that the surfer will be asked to fill out on your landing page to make a conversion is an obstacle. Many surfers despair along the way and others even feel that they are being researched to get a little more details about the product or to make a purchase.

Be sure to minimize the steps required by the surfer to perform in your conversion process even if the actual meaning is that you will only receive a name and phone number. Remember that these are the contact details with your potential customer and the rest of the details you can find out during the initial conversation - do not make it difficult for your surfers already on the landing page.

Sixth problem: longer - better?

Is a longer landing page necessarily better? After all, you provide more information to the surfer and you have "more time" to convince him to purchase your product. Here it is important to consider 2 situations, as surfers may get tired of a long landing page and abandon it and in other cases landing pages that are too short do not provide enough information needed to persuade the surfers to conversion.

To touch on the issue we must address each of the situations separately - if the amount of leads on the landing page is too small, you probably need to shorten the landing page, simply because the surfers will not read the text, despair in the middle and abandon you. On the other hand, if the amount of leads that arrive is sufficient - but the leads are not of sufficient quality - extend the landing page and provide more information to the surfers.

A long landing page serves as an actual filtering procedure for irrelevant leads but may lower the overall amount of leads you get from the page and lower its conversion rate.

In the test of reality - there is no one right answer and no black or white. The keyword on landing pages is to do as many A / B tests as possible, because what works for product or service X and goes through audience Y will not necessarily work for another product, service, or audience.

Due to the multiplicity of variables that play a role here, the best way to improve conversions is to "feel" your audience, and strive for continuous improvement.

Problem seven: what does it look like on a cell phone?

Today, most internet traffic is done from mobile devices. But, despite this fact - many landing pages are simply not optimized for mobile display due to a desire to save costs on the part of marketers or business owners. Try to remember how you feel - the last time you clicked on an interesting ad on Google or Facebook while browsing your mobile and found that the landing page is displayed in an annoying desktop view.

Make sure that your landing page is optimized for mobile and make sure to test from several phones at the same time to see whether the message is getting through in the best way. Despite the small display, preliminary adjustments of the text structure and design will allow you to produce better results in the mobile segment and increase the number of conversions in general.

Eighth problem: why you?

After discussing all the design and construction issues of the landing page itself we must focus for a moment on the relationship between your product and the surfer. Why would he choose you? Are you different from the competition? Are you better? These are all questions that will run in the mind of the surfer when he encounters on your landing page and you need to provide an answer to them on the landing page itself.

Be sure to showcase the benefits of your product and differentiate yourself from competitors who also operate in a sponsored process and sometimes even advertise to the same audience or keywords. In quite a few cases, many surfers will check a few pages before making a conversion - get ahead of them and give them all the answers to all the questions before they even think about them and the conversion rate will increase miraculously.

Always remember - although the landing page is just a fairly standard web page that includes text and images, it is the last hurdle the surfer encounters before agreeing to give you his contact information and the point where he decides if you are better than the competition and if you look professional enough and want to join the family.

Conclusion 

We are at the end of our article and I hope that you have taken note of everything that can constitute a block at your conversion rate.

If so far you have had concerns about any of these points, you can simply request a free SEO consultation. This will allow you to discuss with the experts at Semalt, so that your site can be reviewed with the best SEO tools. 

Besides, with Semalt, you can benefit from a free audit to track any issues related to your site so that you have a clear idea of the action plan to be implemented to improve your site's performance.

That will be all for today, thank you and see you soon!