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7 Landing Page Flaws That Kill Your Conversions

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.
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