Four landing page mistakes that kill conversion rates
Whether you’re new to landing page development or a seasoned pro, there’s always room to grow your skills as a marketer. Here are some common mistakes people make with landing pages that could be killing conversions:
TMI! Online visitors have short attention spans. If they’re already sold on your product or service before arriving on your landing page to sign up, then you don’t need paragraphs of copy to persuade them any further. If they’re not already sold, then why would they want to waste 10-15 minutes reading through blocks of text to figure out what your offer is? This is why TMI — too much information — is problematic for landing pages. It drives people away!
To avoid including too much information on your own landing page, be ruthless with your copyediting. If any sentence doesn’t contribute to customer perceptions about your offer (what’s in it for me?) then consider cutting it. You don’t need your company’s history, an “about me” section and hyper-specific details about the product. Just focus on your offer and develop your copywriting strategy around this offer.
Selling the Features, Not the Benefits. One of the biggest mistakes marketers make is emphasizing the awesome features of a product or service. This might sound like a great idea to let visitors know exactly what they’re getting, but it’s important to remember that people buy for the benefits they’ll get from owning a product or trying a service. This means you need to sell the benefits, not just the features.
If you’re offering consulting services for small business owners, for example, don’t clog your landing page with endless bullet points about your experience, the different packages you offer, and pricing. Instead, focus on what potential customers will get out of a consultation with you. Will they walk away enlightened about efficient business management strategies? Will they be able to reduce business operation costs with your advice? In other words, make sure your copy emphasizes the destination (benefits) instead of the journey (features that produce benefits).
Poor Image Choices. You’ve probably visited a landing page or two that had terrible images (too bright, too fuzzy, unrelated to the product/service, etc.). Images certainly help sell the benefits of a product/service, but not if they’re low quality and/or irrelevant to your offer.
Be sure to select the right colors for your background, text, and lead magnet button. The use of red can be a bad idea (people unconsciously associate it with stop signs), but blue and green tend to perform well compared with other colors. Finally, remember to minimize the amount of blank white space on the page, but don’t push everything so close together that it feels crammed in a tight space. Aim for a natural look that isn’t difficult to read (16 point font minimum) and avoids loud colors that come across as too sales-y.
Unclear Call-to-Action. This is perhaps the worst mistake of all when it comes to landing pages because even if your copy is flawless, images are top-notch and the benefits of your product/service are crystal clear, visitors won’t convert into customers if they’re not sure what to do next. Some mistakes you might be making with your call-to-action include: having more than one action you’re asking the customer to do, placing your lead magnet button at the bottom of the page and forcing people to fill out multiple form fields.
Four strategies for writing better calls-to-action
Whether you’re trying to gain more followers for your social media channels or want to encourage social users to click on a link, there are several ways to improve your marketing campaign’s chances of success. Here are four of the best strategies for writing awesome calls-to-action:
1. Add an Element of Urgency
If you’re browsing through your social media feed and see a sponsored ad that simply says “sign up,” would you feel compelled to sign up right away? Probably not — you may just ignore it and go back to scrolling down your feed. Psychological research has asserted for years that humans are driven by urgency (or the “scarcity principle”), which means you’ll be more successful if you incorporate words and phrases such as “limited time offer,” “now,” “get it today,” or other time-sensitive phrasing that creates an aura of urgency around your offer.
2. Focus on the Visitor’s Perspective
To get social media users to click on your web link, like your page, or engage with your posts, your copy needs to reflect the benefits they will get out of following your call-to-action. Even a simple word change – such as “get your copy today” instead of “get a copy today” – can make a huge difference in conversions. Additionally, you don’t want to describe the features of your product/service/company as much as the benefits. What will they get out of it?
3. Be Extremely Clear and Concise
Unclear calls-to-action are some of the biggest causes of low click-through rates. If you want visitors to like your Facebook page, then be direct about it. Instead of “visit our page,” your copy should say “like our page” and include some kind of benefit they’ll get out of doing so (such as getting access to valuable tips from experts, daily updates on your blog, etc.).
You don’t have much room in a Facebook ad to be long-winded with your copy, so keep it short and concise. Don’t include superfluous information or even too much information because they might overshadow your call-to-action and drive visitors away from your ad as soon as they see a block of text with no clear recommended course of action.
4. Match the Copy and Images with the Call-to-Action
This might sound intuitive, but it’s amazing how often marketers craft completely unrelated copy to go along with their call-to-action. For instance, promoting your company’s history of stellar customer service and quality products might seem like a good way to prove why social audiences should buy your products/services, but this doesn’t really tell audiences what they’ll get from clicking on a link or downloading your free offer.
Similarly, you can’t include a barely-relevant or poor quality image in your post and expect users to jump on the bandwagon. If you’re trying to get visitors to sign up for an event, but your promotional post includes an image of your product or company logo, then there’s a mismatch between your visual and textual elements that could confuse visitors. To avoid this, make sure your images are always connected to your call-to-action in some immediately discernible way.
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