To begin this article, we would like you to imagine this scenario quickly. It is a brand new year, and you have set out a list of goals that you want your business to achieve. You have followed all the processes and even gone so far as to make detailed strategies. One of those strategies to help achieve a higher income goal is better digital marketing.
You take the allocated budget and invest it into adverts, and they are actually working. The adverts you put out online are creative and just bold enough to get people curious to know what you have to offer. However, there is a problem. People keep exiting your site without buying anything after clicking the link in the advert online.
There are only a few things in life that are more heart-breaking than the scenario that we just went through above. Unfortunately, it happens to a lot of entrepreneurs and business owners. Your advert might be brilliant. You might follow the laws of engagement and even use conversational selling to convince people. However, if your landing page isn’t right, you would find yourself losing potential customers.
What are the landing page mistakes that you must avoid in 2020?
In this new year – and beyond – you certainly do not want to be losing customers, as described in the scenario above. The reason a lot of businesses don’t make the required conversion from landing pages is that they make mistakes that they can easily avoid. More often than not, these mistakes prove to be rather costly, and avoiding them helps to reduce churn in the long run. Here are six of them:
1. Improper/poor use of CTA button
In case you are unfamiliar with the term, CTA is an acronym for “call to action.” A CTA button on a webpage is one that marketers use to nudge potential customers in the right direction on their page. It is that little button that says “click here to buy John Doe” book when you are on a book-buying website.
It might seem a little unnecessary to a few because some customers already know what they want. However, in this day and age, we have a ridiculous amount of information overload. As a result, we cannot overemphasize the importance of a little guidance.
Now, there are several ways you could go wrong in using your CTA on your landing page, which would be bad for business. For example, if your Call-to-Action button is not well-positioned on your landing page, you simply will not convert as many customers as you should. Some customers already know what they want and just want to buy it as soon as they see your ad. Some other customers need a bit of information first and would spend some time perusing the contents of your site. Regardless of what class your potential customers fall into, they both have one thing in common. Neither of them wants to waste time searching for what to click to buy what they want from you.
Your CTA should always be easily noticeable. This would include putting it at the appropriate part of the page. Alongside that, you have to design the background such that the text contrasts the background properly to boost visibility further, etc. That way, customers can get what they want when they want it.
2. Slow loading page
In the online world, there is something known as bounce rate. Bounce rate refers to the rate at which people exit your site almost immediately after clicking on it. They do not stay to consume content or explore; they just leave right afterwards.
One of the major things that annoy internet users the most and cause a high bounce rate is a slow-loading webpage. According to Google, the longer it takes for your website to load, the higher the probability of bounce.
By implication, if it takes your landing page too long to load, your potential clients would not sit around waiting for your product to pop-up. They would most likely exit and look for somewhere else, even if they do not know any other options. As such, it is essential to optimize your landing page. Sure, that picture looks beautiful, but it is also huge, and it is slowing down your page. Do you really need to put in that much content? It is a landing page, not a three-month course on how to become a rocket scientist.
The point here is that you should reduce the size of images, content, and whatnot. That way, your page will load faster, and your potential customers can get in as soon as they want.
3. Poor design
The importance of aesthetics in your landing page design cannot be overstated. You might be thinking functionality is everything, but it isn’t. If you walked into a hospital that had all the necessary equipment, but its walls were stained, and the chairs were old and rusty, you are likely to walk right back out. Why? It doesn’t look good enough.
The same goes for your website. Use attractive and straightforward typography that is both readable and attractive. Use high-quality images. They shouldn’t be so large that they should slow down the website, but they should have excellent quality. Put all the icons in the right places. It might be wise to invest in a professional web designer here. When all these are put into place, your landing page is sure to look more attractive. By implication, your potential customers would be more inclined to stay and buy from you.
4. Poor/Wrong communication
Some customers who see your ads online just want more information. It’s the reason they click on your link. However, if they get there and you do not provide them with enough information, you would be an inch shy of chasing them away with a stick.
Alongside that, a lot of customers are selfish. They want to know how you can benefit them. If all you do is brag about how good your product is, you wouldn’t be answering their basic questions nor providing value. It is best to always provide excellent information about your product or service on your landing page. Customers would be more inclined to patronize you that way.
5. Wrong/No use of testimonials
Humans are social animals. We would often do things because others are doing it. One good way to get people to patronize you is by using testimonials. It shows that you have a good history and they can trust you.
However, while including these testimonials on your landing page, they must not be placed at obscure parts of the site. They should be visible to visitors. Alongside that, provide necessary information about those giving the testimonials like their name and picture, if possible. That way, customers would be less inclined to think you are just making stuff up.
6. Lack of consistency in advert and landing page
Your landing page should always align with the message in your advert. If your advert says that you are selling cool shirts at discounted prices and your landing page shows all types of clothing, that’s a huge no-no. This is so because those who clicked on your ad came for shirts. They don’t want to be bombarded with all the other types of clothes you have.
If your landing page does not correlate in the message, and even style, with your advert, it will be a problem. Customers will simply exit because they are confused and believe they entered the wrong site.
Landing pages could be the difference between making tons of money and getting heart-broken daily because you aren’t selling. The latter can easily become your reality. However, you have to be sure to avoid the six mistakes listed in this article.