Those who are looking to improve the conversion rates of their websites, one of the first things they must check are their landing pages. Landing pages are key pages on any website (business, brand or organization) when it comes to accomplishing goals in sales and lead generations.
Yet there are numerous common landing page mistakes that prevent many website visitors from completing desired actions that companies want them to take. This hence results in a loss of business.
If the website is simply not converting any visitor into a lead, it is hence quite likely that the website owners have made mistakes on their landing pages. Those mistakes are usually common as a small probability of an uncommon mistake.
Common errors present in landing pages that are culprits in reducing the conversion rates
It would be wise for website owners to examine the landing pages they have made on their website. They should review them to check if they are showcasing or exhibiting any of these issues. Once those issues have been detected, they should be fixed so the conversion rates can rise.
Here are some common issues present in landing pages that cause conversion rates to drop:
Landing pages are not always made for just a single objective
Landing pages should be focusing on one objective only. Whether it is getting website visitors to subscribe to a newsletter, requesting a free quote, downloading an eBook, purchasing a particular product or another thing, the landing page should be all about such an objective.
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Not aligning the objective to the buyer’s journey’s core stage
Let’s think about where the website visitors are present on their purchase journey, especially when they arrive on the landing page. For instance, if this is the first time they are interacting with a brand, they should not be trying to get them to make a purchase, especially that of a high consideration.
If the website visitors are just researching options, they should use the landing page to connect them to key information about the brand. This can help them reach a worthwhile decision.
Distractions are present on the landing page
When professionals say the page should be dedicated to one objective, it indicates that there should not be any distractions on the landing page. There should not be any text or image that is not relevant. The landing page also should not have any other calls to action (CTAs) nor should it have mentions of any other offers or actions the user is compelled to take.
In short, no company should include all the website’s primary navigation on a landing page. The user should be given one clear path to conversion.
Making people make an account to complete a certain Call to Action (CTA)
It is a good thing to have registered users on a website. However, if people are forced to make an account (or even made to sign-in especially if they have forgotten their log-in information), they lose a lot of people at the point of conversion.
If companies do have user accounts, they should ensure their landing pages give visitors an option of completing certain actions as guests i.e. they can do things without either signing in or making an account.
Focus on benefits of the landing page is a must
Companies who are familiar with the notion of benefits over features of sales, then they are in luck. Why? Because the same mantra goes for landing pages as well. Companies must make sure visitors get a clear idea of how their lives will improve through completion of an action on the landing page as immediately as they can.
If landing pages do not give users a clear idea of what happens when they click then that’s a big negative factor
Any website’s visitors should understand quickly what to expect when they click on a particular call to action. This is the reason they should get what they should get. However, if they are not sure of the purpose, or maybe if it is the last step they have to take, then they won’t convert into leads at all.
Long or complex web forms are a big no
People do not feel like filling out long and complicated forms. No website owner should make them. They should stick to the most basic of information needed. Business, brands and companies alike can always collect more information later on as they further their relations with customers. They shouldn’t ask for too much information early on.
Conclusion
Professionals from a web design agency in Dubai have further mentioned that elimination of these landing page errors can help improve conversion rates by a considerable margin. This helps businesses get a further boost on their marketing activities as their website becomes more improved and streamlined.
Easysendy is the most satisfactory option for marketers to create and design effective landing pages to drive better results. It is an all-in-one email marketing solution that allows you to carry all your various marketing channels together and accelerate traffic, a higher conversion rate.
