8 Crazy Landing Page Mistakes that are Hurting your Conversions

So you spent big business dollars on running that PPC ad campaign for targeting your key landing pages but you didn’t get any further conversion from visitors who ended up on your site? Is that so?

Do you know a well-targeted ad with fancy keywords, headlines & CTA is not enough or don’t guarantee that visitors clicking on that ad and visiting on your site will further scroll or look for your offer? (When your landing pages are too dull or slow to interact with).

If you have great difficulty in grabbing the attention of visitors, in that case, your landing page is to be blamed. Your web pages’ experience (UX), page design (UI), web copy, or other attributes could be the reason why people are not engaging enough and are instantly backing off from contributing to your maximized conversions.

"Only about 22 %t of businesses are satisfied with their conversion rates." - Looks like you fall in the rest 76%.

How to know when your landing pages are hurting your conversions?

• => When your bounce rates are extremely high - beyond 80

• => When your user session time or dwell time is less than 2 minutes

• => When people are not able to see or click on the mentioned CTAs

• => When your leads forms go unfilled or untapped

• When your click-through on ads is extreme but the retention of traffic on landing pages are declining before increasing

A successful landing page is the one that easily attracts, converts, and retains the visitors as customers. If you have great difficulty in asking for the long-haul stay of visitors as customers, there in the following, we will discuss 20 Landing page mistakes that are stopping your Landing page conversions from happening in full swing. Note them & treat them before your visitors find their trust in other competitors.

8 Landing Page Mistakes that are Declining your Heavy Landing Page Conversions

• => Poor Website Loading Speed

• => Uncluttered Website Design

• => No Clear mention or placement of CTA

• => Misleading Headlines

• => Too much & too bad of web copy

• => No social proof - to back your genuineness

• => Missing emotional Triggers

• => No (USP/UVP) Unique Selling Propositions or value propositions

1. 1. Poor Website Loading Speed

"1 in 4 visitors abandons a website if it takes more than 4 seconds to load. If your landing pages take more than 5 seconds to load, your 74% website visitors would drive back."

How can you expect your visitors to convert and close the sales cycle when they are not even near to see your landing page for use (because it’s continuously loading)? It’s like you want the boat to move to another direction, but you don’t want to give a paddle to row the boat.

If you have been neglecting your website’s poor speed like a child who paints with crayons to the wall, then it’s time you should be careful, as --- "Every 1-second delay in page loading time can lead to $1.6 billion yearly losses for online merchants as big as Amazon."

There are ample of things which could be messing your website’s speed which you can fix:

• => Heavy codes - Clean and remove the extra code, minify your JS and CSS files.

• => Heavy visuals size - Reduce the size of visuals via tools like TinyPNG.

• => Minimize redirects.

• => Upgrade your hostings or CRM version.

1. 2. Uncluttered Website Design

"38% of people will stop engaging with a website if its theme or layout is unattractive."

You are spending money on your ads but it seems like you don’t do it for your landing pages - as you are serving your audience with the design that hasn’t been updated ever since 2009.

If your users have to juggle to identify your theme, know the path of each element and have to do some calculations in head to know the navigation path - remember this! Such users won’t stay and won’t let others stay on your website.

Your landing page should:

• => Have minimal and less cluttered with more white areas for users eyes to relax

• => Have elements in the places where users intuition would expect

• => Have the colors, the contrast of theme or design as not too flashy or tacky

• => Have the balanced ratio of visuals, text, videos, graphics or images

You can always have your website design modified as per users liking with quick help of website redesigners.

1. 3. No Clear Mention or placement of CTA

"70% of Small Business B2B Websites lack a Call to Action."

CTA or Call-to-action is the trigger phrase or element that commands users to

"what to do next".

If you are waiting for users to come over contact forms but your visitors are stuck at the landing page of a product figuring out how to reach contact forms - looks like you missed to place a properly visible CTA button.

Luke visited a retail website to shop for a product, but there was no clear CTA on that website. He bounced back in great disappointment. Everything was good, but he couldn’t either find the CTA or there was actually no CTA to push the sales cycle - in the process, the seller might have lost so many possible leads.

For effective conversions, your CTAs should be:

• => Allocated in the areas where users eyes would expect

• => Must be visible enough to stand out from the rest of the text and elements

• => Should have a persuasive phrase with a cool button or icon like "Buy Now", "Contact Now".

1. 4. Misleading Headlines

What you promised in your ad campaign headings is what you are offering in your landing page headings? Looks like you have misled the audience. Without knowing, you might have slipped a little bit of polarity between your landing page and ads via typo or word choice in the headlines - which is now hurting your conversions big time.

What you promise in your ad is what users should get in the landing pages. Make sure the headings of landing pages are impactful and matches to what exactly you offer:

• => You can use a combination of heading and then the subheading

• => Make sure the choice of the keywords is relatable to what your offer

• => Use power words in your like Boost, grow, brilliant

• => Use a combination of colors, questions type format, stylish fonts

• => Make it trigger your audience to further read & explore

1. 5. Too much & too bad of web copy

"On average, visitors only read 20% of the content on a web page."

Nobody wants to read a web copy that has text in too much volume or a copy that’s poorly drafted and polluting for eyes to explore.

If you have too much of textual content, trim it, if you have trimmed it already, here is how to optimize it for user’s good read:

• => Use headings, small paras which are less promotional, more cause-driven.

• => Create pleasant visual hierarchy even in text, by incorporating bullet points, heading, and subheadings.

• => Highlight and link the important elements of the text that are important for users to read.

Note - And in case, you can’t resist your urge to write a lot, then convert that writing into a video-based format - as people love engaging and interacting with a website that has a combination of audio & visual content.

1. 6. No social proof - to back your genuineness

"88% of consumers trust user reviews as much as personal recommendations."

A lot of website owners or marketers fail to implant social proof that highlights the brand’s genuineness for successful conversions.

Suppose, if you randomly visit an online retail website with zero trusted reviews - would you shell your money over there? Wouldn’t, right? So won’t your visitors.

People believe what they could see. Incorporate real and helpful testimonials or case studies from past clients, customers, or reviewers or celebrities who have used your products or services in the past. Doing this will make your audience feel a little friendlier and relatable with your business. And in the end, all this will count as one of the catalysts for your conversions.

1. 7. Missing Emotional Triggers

"Emotion is a necessary ingredient to almost all decisions" - even in website conversion.

Though visitors run their choice based on a rational analysis of alternatives available, it is hard to defy that emotions don’t rule in making buying choices. Truth is, emotions are the main driving wheel in the visitors’ conversions process.

If you are able to hit the emotional triggers of whoever visits your landing pages, your conversions can fly through the roof.

If you are missing at fulfilling the emotional trigger throughout your pages, you need to:

• => Build trust by adding inputs that make visitors realize that you are true and genuine

• => Create a brand image or persona people can relate to

• => Show that you care & understand your visitors

• => Promote reciprocity, show what you deliver can help your users too in a big way

1. 8. No (USP/UVP) Unique Selling Propositions or value propositions

"If you don’t distinguish yourself from the crowd, you will be just a crowd."

So what sets you apart from your competitors? Do your visitors feel you are a copy of your competitors? Did you forget to set a USP of your brand and its products?

USP is some value you offer which is way ahead than other alternatives. Throughout your pages, ensure you are serving some USP that sets you apart from your key competition.

List down the bunch of qualities that you pioneer in your business niche. Like if you are the only seller in your business niche who sells pure & organic products, or if you have the fastest delivery & return timeline than others, highlight such illustrations as your USP based on the pages you are targeting.

Final Thoughts on Landing Page Mistakes Costing Landing Page Conversions!

Sometimes it’s not the ads to blame, it’s your landing pages which are poor drivers of your expected conversions. With the above, we just clarified to you the 8 crucial landing page mistakes behind your poor landing page conversions.

Conversions are important for any business whose goal is to retract engaging customers and profitable returns. When you spend business dollars to run your ads, ensure you do it on optimization of your landing pages too.

To ensure your business marketing dollars are not getting in the drain, take the help of renowned Digital Transformation Services that could help you redesign and optimize pages way more than that of your thriving competitors to maximize landing page conversions.

William Hills is a technical writer at JanBask. He loves writing and sharing topics on Web Design Services, Web Development, Salesforce Services & Cloud services and latest trends going around in web world.