The top 10 landing page conversion killers
A landing page has one function and one only: to get your web visitor to take an action. The success or failure of your landing page can hinge on any number of factors, from the quality of your traffic, to the clarity and quality of your offer. But you don’t have to be a landing page optimization expert to know why your page may be sucking wind.
Here’s our list of reasons your lander may not be living up to it’s full potential. So without further ado, the top ten conversion killers:
The first offender is website navigation. As in there shouldn’t be any. What do you want visitors to do? Click on your offer and take an action! You don’t want them distracted and clicking away to other pages on your site. Keep them on the checkout path. Avoid big headers, navigation menus, or ‘big footers’.
Many WordPress themes actually have navigation templates included – a stripped down version of your site with out all the ‘chrome’. A blank canvas for your next website conversion masterpiece.
I’ve never met a client who didn’t love a slider. But the dirty secret is they actually kill your conversion. Translation: bad for your website, TERRIBLE for your landing pages.
I’ve seen grown men cry from the conversion stats after adding their fancy new slider and there’s plenty of data supporting my point [http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/#]. Just remember one thing: if you don’t want your visitor to read you content put it in a slider.
8. Link to Social Networks
What’s worse than navigation on your site? Links to your social networks! At least there’s a chance that your visitor will go back to your conversion page and continue on their way down your sales funnel if they are on your site. But if they are linking away to your Facebook page say farewell.
All that hard work to get them to your website and now you are giving them an escape hatch to go check out their friend’s latest status updates?
NEVER include social media logos on your conversion pages. ALWAYS include share buttons on your thank you pages. You want to keep visitors focused on the task at hand – responding to your compelling call to action. Once they do, then let them tell the world with strategically placed share buttons.
7. Buttons that don’t look like buttons
Web design is trending to clean and simple. Less of the drop shadows and gradients of yesteryear and more ‘flat’ design that is more mobile friendly and can be created much through light and efficient CSS versus those old clunky GIF and JPEG buttons.
The problem is a lot of buttons don’t look like buttons anymore. A rectangle with words in it is not a button. At least it doesn’t look like one. Make sure that your buttons are CLEARLY the place to click. This seems basic, but too often form wins over function.
An insanely successful direct response client of mine once told, “assume everyone is stupid”. I hope that’s not the case, but I’ve refined that to “assume nobody is paying attention”.
Make your buttons stand out with a defined accent color. Add a shadow, rounded corners, and maybe a gradient to give it that clickable button feel. Some buttons are just so pretty you just want to click them.
6. Not mobile friendly
In a year or two this will probably at the top of the list. It’s amazing how many companies that rely on the web for commerce are not creating landing pages that are mobile friendly. Bounce rates for mobile sites are not great to begin with – and the chances that you will convert a customer on a phone with a site meant for a 960 pixel wide browser is nonexistent.
Currently 30% of web traffic and 15% of all online sales come from a mobile device. And this will just grow over time.
There are two options – creating a single responsive website that conforms to the size of your viewport (screen) or a dedicated mobile site that detects the size of your device and sends you to the correct page.
5. More than one call to action
How often do you come to a page and you are hit with so many things that you don’t know what to do? Studies show that the more options you give someone, the less likely they will do anything. Limiting your Call To Action (CTA) to 1 or 2 will keep your visitor focused and more likely to convert.
4. No testimononials
Testimonials have always been the cornerstone of direct response marketing. How do you create instant trust and authority to someone who has no prior knowledge of your brand or service? The problem is that testimonials have so little credibility that you need to work extra hard to make them work. But it’s still worth it if you can find find a way to add some authority to your positive feedback.
A client of our has 1.1 million likes on Facebook. Another had a positive review in the Wall Street Journal, and featured on the Today Show. Yet another has an average product rating of 4 1/2 stars on Amazon. Also, if you can show results, the show them. Video is great, but be sure it it’s authentic. In this day in age where you can buy a positive review on Fivrr for $5, you better make it seem real.
3. Page Load
A critical part of any landing page, but probably the one most overlooked. There is nothing worse for site conversion than a page that takes too long to load. According to Aberdeen Group, a 1 second delay in page load can reduce your page conversion by 7%. Page abandonment increases dramatically after a few seconds. You can analyze your page performance using Google PageSpeed Insights.
2. No clear benefit
Sometimes if you are searching for why your page doesn’t convert, it may be time to look in the mirror. Maybe you have not clearly communicated what the benefit is. Sure, you may think this is the greatest offer ever, but is it so great that someone will take the time to pull out their credit card make 3 handy payments of $39.99?
We’ve seen some great offers in our years creating landing pages. And we’ve also seen some real dogs. Be honest with yourself. Do you have the authority and the benefits that makes your offer something that they can’t get anywhere else for that price.
1. Targeted Traffic
No traffic, no leads. No leads, no customers and sales. But it’s not just about the volume of traffic. It’s all about the quality of your traffic. How many companies have gone have failed miserably online with an expensive pay per click campaign that got lots of click-thoughs but no conversions? That’s a good way of going out of business fast.
Wouldn’t you rather have 1000 vistors a month with a 10% conversion rate, than a 10,000 visitors a month with a 1%? Of course it still equals out to 100 sales, but the cost of getting that traffic is going to affect your bottom line. Make sure that your content marketing, SEO and PPC campaigns are optimized, and refined over time to be sure your are getting the most targeted visitors are most receptive to your message.