It is Messy
The landing page is not yet another page on your business website. It should be solely dedicated to the purposes that initiated the click. For example, if a user came to your landing page after clicking on a Google ad for a free trial, that is the only thing the landing page should be dedicated to. Do not list the advantages of your products or customer testimonials alongside the free trial call-to-action button.
If you do clutter the landing page in this manner, tonga cell phone database it will distract the visitor from the CTA button. In the end, the user could leave and the generated traffic would have been wasted. Therefore, create clutter-free landing pages that draw attention only to the action you want the potential customer to take. Choose a good web layout theme that allows you to do this.
The Ad Message does not Match the Headline
Suppose you create an ad that tells users your company is offering a 50% discount on hair dryers. An interested user clicks on the ad and is directed to a landing page with a headline promoting 20 different personal care products. Where is the discounted product? There is an apparent mismatch between what the ad reads and what the landing page is promoting.
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Such a mismatch would be a disaster for your campaign to increase conversion rates. A disgruntled user could easily flag your site as spam. Also, the traffic generated by the ad you paid for will be completely wasted (along with your money). Therefore, the message conveyed in the ad must exactly match the message being conveyed by the landing page headline.
The Landing Page is Too Text Heavy
Web users are visually oriented and do not care much for text. Therefore, if your site’s landing page contains long paragraphs, no matter how well written, it will discourage visitors from taking the intended action. The landing page should be visually appealing and attention grabbing with the minimum amount of text possible.
Use short, slogan-like sentences to convey information on the landing page. Ditch unnecessary words to reduce reading time. Avoid exaggerations and get to the point. Compel the visitors to take an action on the landing page, just like you would with a CTA button.
The Landing Page Treats New and Retuning Customers the Same
Market research shows that new visitors to landing pages behave very differently from returning customers. For example, returning customers are willing to spend on the landing page. New customers are still curious and have not made up their minds to pay. Therefore, your landing page should appeal to these two groups differently.
For example, coupons for first-time buyers and informative visuals are highly efficient in converting new visitors. Returning customers are looking for deals and unique products. The landing page should offer them discounts for returning, recommendations based on purchase history, and reminders that there’s a saved item in the shopping cart.
Final Word
Last but not least, landing pages could end up extremely ineffective when not tested in advance. There are several ways to test a landing page. You can ask returning customers to provide feedback on whether they liked the page or not. Simply put, you can create different versions of the landing page with slight variations, and see which version drives the most conversions.
Landing pages should be designed with a clear strategy in mind. They are essentially the bread and butter of your company. Without great landing pages, your site’s conversion rate will eventually slump, and you will lose profits. Therefore, keep the problems explained above in mind and avoid making those mistakes.