How To Avoid Landing Page Conversion Killers In 2022
It's not confidential that the success of your marketing campaign hinges on one thing: conversion. Whether you're running an ad or developing a landing page, it all comes down to how many people buy into what you're selling.
To make your landing pages more effective, engaging, and attention-grabbing, you need to identify why people aren't converting well on them in the first place and work on removing these issues from your landing pages. Marketers, however, commit certain mistakes when it comes to designing their pages1.
Therefore understanding how to improve landing page conversion rate should always be at the front of any marketers' mind. Here are 6 Landing Page Conversion Killers and How to Avoid Them.
1. Not Enough Information About Your Product or Service
People want to know all the facts before committing to any purchase, especially online when it is an unknown company.
Not providing enough information on your landing page can lead them to leave the website for another offering with more concise information.
If they don't know what you're selling, they won't buy it.
To avoid this conversion killer, be sure to list all the pertinent details about your product or service on your landing page. It includes
- explaining what the product is,
- how it works,
- what the customer can expect,
- what makes your services or products stand out from the competition.
2. Having a Cluttered or Confusing Layout
It's important that people visiting a website understand the layout and where they need to go to find the information they're looking for. If your landing page has a cluttered or confusing design, people will be overwhelmed and likely leave without taking any action.
To avoid this conversion killer, be sure to use a simple and easy-to-understand layout for your landing page. It includes
- using an easily scannable format,
- clear and concise text, and
- easy to find call-to-action buttons.
3. Making It Challenging to Take Action
If people visit your landing page but can't figure out how to take action, they will leave without doing anything.
Some best practices to keep in mind are:
- Use urgency triggers,
- Experiment with colour styles to make your CTA stand out,
- Use action words—Something around 2-5 are fine,
- Keep the text size big and easily readable,
- Use the first-person tone,
- Keep a lot of negative space around the CTA2.
To avoid this conversion killer, be sure to make it easy for people to take the desired action on your landing page. It includes
- having a clear and concise call-to-action button,
- providing easy instructions on what needs to be done next, and
- ensuring that all the fields are filled out, so people don't get stuck.
4. Missing Contact Information
People want to contact the company behind a product or service to gain more information, ask questions, and resolve issues. In the absence of a contact form on your landing page, people will most likely leave without taking action because they don't know how to reach you with their concerns.
To avoid this conversion killer, you must provide all of your contact information on your landing page so customers can quickly get in touch with you if needed. It includes
- your business name,
- phone number,
- email address,
- social media links (where applicable), etc.
5. Not Mobile-Friendly
These days, it's crucial that your website is mobile-friendly as more users are browsing the web from their smartphones and tablets. If your landing page isn't mobile-friendly, you're likely to lose out on potential conversions as users will not be able to view or interact with it properly.
To avoid this conversion killer, make your landing page mobile responsive and for this, there are various ways to make your website mobile-friendly, so make sure you research and implement the right one for your business.
The following are five ways to make your website mobile-friendly:
- Creating a responsive design: This approach uses CSS media queries to resize and rearrange the layout of a website based on the size of the screen it is being viewed on.
- Use a responsive web design system that automatically changes the size and layout of your website based on the device that is being used to view it.
- Create a separate mobile website that is designed specifically for smaller screens.
- Use a plugin or app that translates your website into a mobile-friendly format.
- Using a content management system (CMS) that offers a mobile-friendly template: Several CMSs, such as Drupal and WordPress, offer mobile-friendly templates that will automatically resize and rearrange a website's content when viewed on a mobile device.
No matter which method you choose, it is essential to note that mobile devices are smaller and have limited processing power. So for your website design, keep it light and simple, and avoid using too many animations or videos.
Additionally, make sure all your content is easy to read and navigate on a small screen. By following these tips, you can create a mobile-friendly website that looks great and functions well on any device.
6. Not Having a Functional Payment System
It is more likely that consumers will buy a product or service if they can easily and quickly make the payment. If your landing page does not have a payment system, people will leave without action.
To avoid this conversion killer, be sure to include a payment system on your landing page that is easy to use and understand. It includes
- using trusted and reputable payment processors,
- providing clear instructions on making the payment, and
- ensuring that all the fields are filled out, so people don't get stuck.
1. What Is a Landing Page?
In search engine marketing, a landing page is a webpage that people land on when they click on an ad in search engines like Google and Bing. It's often the first point of contact between your business and your customers, so it must be professional and well designed to ensure conversions happen.
2. How Can You Make Sure Your Landing Page Is Mobile-Friendly?
Specifically, if you're going to create a mobile-friendly landing page, be sure to use a responsive design for it. It would allow people who visit from a mobile device to view the website in a way that most closely resembles its original version.
3. Why Is It Essential to Have a Payment System on Your Landing Page?
It is essential to have a payment system on your landing page because it makes it easy for people to buy your product or service. It will help with conversions as people will not be discouraged from buying because of the payment process.
4. What Are Some Standard Contact Information for Businesses?
Standard business contact information includes business name, address, phone number, email address, social media links (where applicable), etc.
5. Why Are Landing Pages Important?
Landing pages are important because they're often the first thing potential customers see when they click on your ad. If you don't have a well designed and professional looking landing page, you'll likely lose potential customers before they've even had a chance to learn about what you're selling.
By avoiding these six conversion killers, you'll be able to create a landing page that is more likely to convert leads into customers. Bear in mind that each business is different.
So, you must tailor the landing page to the specific product or service you're selling to achieve the highest conversion rate possible. Use this article as a general guide, but make sure to conduct multiple landing page tests to determine the most effective product or service. But following these six general tips should get you started on the right path.
- Emily Grace Adiseshiah, Justinmind (online), “The 7 worst landing pages ever,” Published 2018 June 18, Link accessed on 2021 December 29. https://www.justinmind.com/blog/the-7-worst-landing-pages-ever/
- Author unspecified, Convertcart (online), “Optimizing landing pages: mistakes, visual cues, and examples,” Published 2021 June 1, Link accessed on 2021-12-01 https://www.convertcart.com/blog/landing-page-optimization.