Landing pages can be an effective part of your Internet marketing plan, but only if they are well designed and strategically used. If your landing pages are missing vital parts or aren’t quite up to par, they won’t help you reach your goals.
Each campaign will require slightly different landing pages, but here are a few common reasons your landing pages aren’t bringing the results you want.
Your Page is Distracting and Confusing
Landing pages should be very clean, organised and easy to understand. Pages that are distracting or confusing won’t be very effective because your market won’t understand how to respond or will become overwhelmed and leave the page altogether.
The Page Lacks a Clear Call to Action
The purpose of a landing page is to encourage visitors to respond to a call to action. If your page lacks one, or has one that isn’t clear, it won’t work. Your visitors should know what they need to do immediately after your page loads. They shouldn’t question what they need to do to get your offer or be confused as to how to respond.
The Content Doesn’t Resonate with Your Market
When you build a landing page, it’s very important that the content you use resonates with your market. It should include information and facts that are likely to sway people to fill out your form or respond to your calls to action.
Your Offer isn’t Enough
One simple reason your landing page isn’t working may be that your offer just isn’t enough. Maybe your market doesn’t feel that it is valuable, maybe it’s the wrong offer for your market or maybe you are targeting the wrong group of people. Having the right offer and right audience can mean the difference between a very effective or a very ineffective landing page.
The Page Lacks Testimonials or Proof of Results
Customer reviews, testimonials and proof of results are very powerful and if your landing pages lack them, they will not be as effective as they could be. You can use reviews from current or past customers who your market will be able to relate to. You can also use statistics and facts that prove results, which can be very convincing.
Your Forms are too Long
If the forms on your landing page are too long or ask for a lot of information, your site visitors will be less likely to fill them out and submit them. Long forms can be cumbersome and take a lot of time to complete.
Some people are hesitant to give out detailed personal information like their phone number or address. It’s best to make your forms as concise as possible and only ask for information that is absolutely necessary.
Your Page has too Many Links
Ideally, your landing page should only have a few links, all of which allow visitors to respond to your calls to action. For example, you may have a “submit” button on a form, a “buy now” or “sign up” link and maybe a link people can click on for more information. Fewer links will also make your page more concise and less distracting, which will make it more effective.
Landing pages can help you increase sales, build your email list or grow your user base. But, if you want to get the best results, avoid these common mistakes.