Do landing pages work?
- 64% of marketers say that landing pages are the most effective way to test value proposition.
- 68% of B2B businesses use landing pages to garner a new sales lead for future conversion.
- 48% of marketers build a new landing page for each marketing campaign.
Too Much Information Required
- Big turn off for visitors to a site is having to enter in too much information.
- The visitor would rather leave the site than enter the information requested.
Fix:
- Only obtain information that is relevant and needed for the fill-in forms.
- Make the forms easy to find and easy to fill-in.
No One Specific Call to Action
- 48% of landing pages contain multiple offers. (via Marketing Sherpa)
- This confuses customers and confused customers = lower conversion.
- Landing pages with multiple offers get 266% fewer leads than single offer pages.
Fix:
- Keep it simple for visitors. Have one offer only.
- Make the call to action easy to find, understand and complete.
Too Much Text
- Too much text on page is confusing.
- The consumer might not understand what is being offered.
- If the consumer cannot determine the point of the page they will leave.
- Approximately5 seconds to capture the attention of the visitor.
Fix:
- Utilize bullet points.
- Use BOLD to set off text and draw the eye.
- Highlight most important points of product/service.
Headline Does Not Grab Attention Or Is Missing.
- Only 77% of marketers who test are testing their headlines. (Source: via Marketing Sherpa)
- The headline should not be generic or boring.
- There should be a headline to get the visitor and let them know the point of the page.
Fix:
- Make sure the headline reflects the content of the page.
- The headline should be specific.
- The headline should be long enough to convey the message but not so long that the visitor clicks off the page.
Landing Page Takes Too Long To Load
- 40% of consumers abandon a website that takes more than 3 seconds to load.
- 79% of shoppers who are dissatisfied with website performance are less likely to buy from that same site again.
- If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every day.
Fix:
- Cut the clutter! Get rid of unnecessary text and graphics.
- Test page load on different devices. (Computer/Mobile)
There Is No Testing Done To See What Is Working
- Companies with 40+ landing page get 12 times more leads than those with 5 or less. (via HubSpot)
- Testing radically different landing pages against each other yielded a conversion increase of 264% for Marian University.
- Dell, now with well over 1,000 landing pages, has seen conversion increases as high as 300% when testing landing pages against web pages. (Ion Interactive)
Fix:
- Test a few landing pages and track their results, anything that is not increasing the conversion rate should be changed.
- It is important to test market ideas, page layout, and wording to determine what changes will get the conversion.
- Have several versions of landing pages available and see which pages are getting the most click-throughs.
- Never stop testing and tweaking.
Site Lacks Credibility
- Generic endorsements.
- Blue Fountain Media increased sales 42% by adding Verisign symbol to their site.
- 68% of consumers trust reviews more when they see both good and bad scores.
- People are more likely to trust a precise number over a rounded number because it implied more accuracy.
Fix:
- Add honest testimonials
- Display a Trust Badge
- Don’t overstate results or product.
- Make sure terms and conditions are in layman’s terms.
