12 Landing Page Mistakes You SHOULD NOT Be Making
Each of these 12 mistakes could be costing your business money.
Here are the 12 landing page mistakes that you should STOP making now by Ginny Soskey, HubSpot.…..
1. It doesn’t pass the blink test.
- You have 50 milliseconds……Ready, set, go! Stop.
- The time it took you to read that last sentence is longer than you have to make a first impression on your landing page.
- Make sure your landing pages are passing this blink test by following the guidelines here.
2. It doesn’t have a clear value proposition.
- If someone has to do lots of thinking while they’re on your landing page, you’re doing it wrong.
- The value of downloading the piece of content you have hidden behind your form should be apparent from the get-go.
- That way, your landing page visitors aren’t spending time figuring out what the heck you’re offering — they’re actually filling out the form to get it.
3. Your form is too long.
- One of the biggest mistakes people make on landing pages is to make a long form.
- A long form becomes a huge barrier to entry for your landing page visitors simply because it looks like it will take forever to fill out.
- Even though you know it’ll only take a minute or so, a minute seems like a long time to invest for your visitors — especially those on mobile.
- Those impatient visitors ( most of the people who’ll come to your site) want to get your offer and get out, so think about how you can make it easier for them to do that.
4. Your form is too short.
- If this is a big problem for you, consider adding a form field or two to the offers that keep sending you unqualified leads.
- You could also leave the initial form alone, but then use progressive profiling on future forms to collect more lead information — and the only rotate those leads to your sales team.
5. Your landing page isn’t ready for mobile.
- You need to think about mobile traffic to your landing pages — engaging those visitors could mean the difference between hitting your monthly goal — and not.
- So, make sure you’re following the mobile marketing best practices outlined in this ebook.
6. Your leads aren’t redirected anywhere after filling out a form.
- Someone wants to download your offer, so they fill out the form, hit submit, and then … nothing.
- They’re confused.
- Did their information get submitted?
- Will they get an email with the offer?
- What the heck just happened?!?!?
- You don’t want people to experience that confusion on your landing pages — it makes for a poor user experience that not many (if any) visitors want to go through again.
- Having that type of experience on your landing pages means you’re missing out on more traffic, leads, and customers.
- The best way to fix this?
- Add A thank-you page
- It’s valuable real estate you shouldn’t miss out on.
7. Your “submit” button says “submit.”
- The majority of people who you hope to be filling out the form — will have no idea what’s going to happen when they hit “submit.”
- What tangible thing will they be getting for handing over their information?
- What is going to happen when they push that bright red button?
- That’s a lot of anxiety that comes with filling out a form on a website
- To reduce that uncertainty, be extra clear on what will happen when you hit “submit.”
- Customize the button to say something like “Download your Ebook” or “Get Your Free Guide.”
- Custom buttons will help assuage some of the anxiety your landing page visitors may have and convert them more readily into leads.
8. Your page has text on text on text.
- You need images on your landing page.
- They help convey information faster than a hundred words of text, so you can convert visitors faster to leads on your landing pages.
- Add a relevant image to your landing page to help communicate what your visitors will be downloading.
9. The images you do include on your landing page aren’t helping anything.
- Images can tell your story quickly and easily (they are worth 1,000 words after all) … but what if the ones you’re using on your landing pages are telling the wrong story?
- You can’t just throw up any old image on a landing page and expect people to convert just because there’s an image on it.
- You’ve got to be strategic
10. You still include a main navigation.
- When visitors get to your landing page, you want them there for one purpose and one purpose only: to convert to be a lead.
- Don’t distract them with anything — multiple CTAs, website footers, or even a top navigation.
- On pages where your main goal is converting people to become leads — you know, on landing pages — cut the main navigation.
11. You’re asking for the same information over and over and over again.
- You know those people who ask for your name every single time you meet them, but you’ve met them several times before?
- And you know how annoying those people are?
- That’s exactly how people feel when they go to your landing pages and get asked the same questions on forms over and over and over again
- Think about using smart forms and progressive profiling to reduce the number of fields people need to fill out — and thus make it easier for them to convert on your landing pages.
12. You set your landing page and forget it.
- Like with any other part of your marketing, you can’t just set your landing page and forget it
- It’s imperative you run A/B tests to see what works best for your visitors and your leads — what may be a tried and true best practice may not always work for your audience.
- Keep testing to find out what does!
- You never know what will work for your audience until you test it.
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