Source : www.usertesting.com
While 66% of companies create multiple landing pages on their website, only 13% think they’re doing it well. Smart investors create landing pages that tell appealing, unified stories. Every component of design, copy and social proof plays its part in the story and leads the visitor toward your conversion goal. If there are elements on your landing page that don’t serve a discrete persistence, or otherwise give your prospects a reason to stop and think, then you’ve failed to create a pleasant landing page experience.
Let’s put the value of optimizing your landing page in concrete numbers:
Landing pages enable conversion. Let’s say you’re an online retailer with 15,000 monthly site-visits. Your customers are expending, on average, $35 each time they buy. So, if your online site’s conversion rate increases 1% over that month, you’d see a $5,250 rise in profits. Now remember, fixing the mistakes I’ve included below can increase your conversion rates by more than 20%.
Here are some lesser-known but all-too-common landing page optimization mistakes that give clients reason to pause, adding resistance to their experience and hampering your conversion rates.
Mistake #1: Too much Text
Simplicity is one of the most important design factors of a successful landing page. This is one of the easiest mistakes to fall for. However, it is more irresistible to add some more selling points of your product.
So, how can more reasons to buy actually hurt your conversion rates?
Remember that you have 5 seconds to persuade a landing page visitor to stay or communicate further. This can also be done through a clear and impressive USP or value proposition, but it’s also done by the inclusive look of your landing page. So, we recommend to avoid paragraphs. People browse everything online. Communicate to your market through:
- Bolded words
Mistake #2: Lack of proper Unique Selling Proposition (USP) or Value Proposition
The first thing a visitor to your page should see is the most valuable sales point your business offers. You also want to make this sales point unique to your business to communicate quickly and strongly to stand out from your competitors. Whether your USP is precise to the product or an awesome statistic, the promotion you’re offering (dollar values are great) from your business, is up to you and your testing procedure. People often confuse USPs and CTAs. USP should be your main and unique selling point while your CTA turns the visitor’s interest in your USP into the conversion rate you want.
Mistake #3: No/Irrelevant Image
For best results, your landing page should have at least one image and the image needs to:
- Communicate your content
- Appeal to the eye
- Flows effortlessly with the page
- Stand out without conflicting deeply
- Be reminiscent to inspire engagement
Studies show an image of a smiling woman boosts the conversion rates, but test what works best for your business.It’s important to keep your landing page simple and candid with little text. The right image can provoke a certain response in your landing page visitor.
[Also Read : Best Photoshop Templates : 2016]
Mistake #4: Bad Call-to-Action
There are three variables in your CTA that might make it bad.
- Nobody’s seeing it
- It’s in the wrong place
- You’re telling people what to do, not what they get
Many articles have been written about making your CTA stand out by contrasting the color of the button with the page, making it big, bold and eye-catching. It’s essential that you place your CTA above-the-fold, on the visitor’s direct eye-level. Too often we can see amateur landing pages with the CTA button at the bottom. Although, your CTA should be one of the first things a visitor sees in your landing page. It’s important that they know the focus of your page instantly. Once they know what they’re asked to do they can make the decision of working towards it.
Remember that CTA and USP are partners. While CTA tells the visitor what to do, USP convinces them to do it. CTA is not just as a button for people to click, but an essential part of your sales process itself.
Pro tip: If the landing page is extensive than a single page, try a scrolling CTA on the left or right side. This inspires click-through because if, at any point the visitor decides to ‘Buy’, your desired action is easily accessible.
Mistake #5: No Trust Symbol or Customer Testimonial
In marketing, the word ‘proven’ confirms a person’s interest. It assures them of not being fooled.
Trust symbols and customer testimonials serve similar purpose. The application of a trust symbol, money-back-guarantee or promise that any personal details won’t be sold is simply a heartening thing to your landing page’s visitors. A couple of different case studies shows adding a trust symbol or customer testimonial can improve conversion rates. For example,by adding the Verisign trust symbol to their landing page, Blue Fountain Media increased conversions by 42% and improved sign-up-form fill-outs by 81%. So give it some thought.