Creating an effective landing page is more art than science, but many businesses still struggle to get it right. While there are several key elements to consider, it's often what's missing or poorly executed that leads to subpar conversion rates. Why? Because we landed our audience at the wrong part of the conversation.
Many of us have experienced it ourselves - clicking to a landing page that doesn't feel right. Either the tone or the hard sell doesn't provide the background benefits. Or it's a combination of both. Today, we look at some of the common pitfalls businesses fall into, so this unfortunate situation doesn't happen to you.
The Anatomy of a Successful Landing Page
A successful landing page should have:
A Clear and Concise Headline: This is your first and possibly only chance to grab the visitor's attention. A vague or confusing headline can result in a high bounce rate with little opportunity to reengage the audience.
Engaging Subheadings and Copy: The right words can make all the difference. Too often, businesses focus on features rather than benefits, missing the opportunity to connect with their audience on an emotional level. Features rarely solve problems, problems are solved by the benefits that features provide - right?
Attractive Visuals: A picture is worth a thousand words, but the wrong picture can send a thousand visitors away. Visuals should be relevant and high-quality. It’s better not to include an image than one that isn’t right for the tone and intention of the piece
Strong Call-to-Action (CTA): A common mistake is having a weak or unclear CTA. It should stand out and tell visitors exactly what to do next.
Simple, Focused Design: Overly complex or cluttered designs can be overwhelming. The best landing pages are often the simplest. Do you have too many moving parts?
Trust Signals: Without elements like testimonials or security badges and/or data security statements, businesses miss out on building trust, which is crucial for conversions.
Mobile Optimisation: Neglecting mobile users can be a costly mistake, as a significant portion of web traffic comes from mobile devices. Most businesses today are better placed designing for mobile first.
Fast Loading Time: Slow loading times are conversion killers. Every second counts. While many of us don’t achieve the 3 second rule Google tried to push years ago, every second equals audience lost.
A/B Testing: Not testing different elements of your landing page means missing out on potential improvements. And it could be as simple as testing the position of existing elements on a page.
Contact Information: The absence of contact information can raise red flags for visitors. Give multiple ways for people to get in touch if you can.
SEO Optimisation: Without proper SEO, a landing page might as well be invisible. But that doesn’t mean grabbing the next “professional” that guarantees you a first-page ranking. It means a strategic plan for content/ UX and site build that optimises at every stage.
Analytics and Tracking: Not tracking performance is like flying blind. Without data, you can’t optimise effectively and you have no idea what valuable content is versus non-performing content
Common Pitfalls and Their Impact on Conversion
1. Neglecting Mobile Users
Many businesses still design their landing pages primarily for desktop users. This neglect can lead to poorly optimised experiences for mobile users, resulting in lower conversion rates. While much of this has to do with the designers, the opposite should be focused on – choose mobile-first and retrofit the rest.
2. Overlooking the Power of Simplicity
To impress, some businesses overcrowd their landing pages with too much information, multiple CTAs, and distracting visuals. This often leads to confusion and decision paralysis for visitors.
3. Undervaluing Trust Signals
Trust signals like customer testimonials, reviews, and security badges are frequently underestimated. These elements play a crucial role in building credibility and persuading hesitant visitors.
4. Ignoring Page Load Speed
A slow-loading page is a surefire way to increase bounce rates. Businesses often overlook this, ignoring that even a few extra seconds of loading time can significantly impact visitor retention.
5. Underestimating the Importance of Testing
A/B testing is essential for understanding what resonates with your audience. Many businesses either skip this step or do not do it sufficiently, missing out on valuable insights that could boost conversions.
Conclusion
In conclusion, while several key components make a landing page effective, paying attention to what’s often neglected is just as important. By focusing on mobile optimisation, simplicity, trust, speed, and continuous testing, businesses can significantly improve their landing pages, leading to better engagement and higher conversion rates. Remember, the best landing page is one that is constantly evolving based on visitor feedback and analytics.
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About the author
Connect with Cath
Cath is Head of Strategy at MPA. A seasoned professional in marketing and media, Cath has worked across multiple Agencies and Clients from multinationals to start-ups