Landing pages are an extremely crucial component of any website and just a few split seconds can entice or repel potential clients. As such, you need to make sure that you do everything in your power to create a landing page that piques the curiosity and grabs the attention of your audience. If your landing page isn’t properly designed and optimized, how much money are you leaving on the table? How many customers are you losing? Even simple things have a big impact and can make or break your online marketing efforts. A solid online marketing strategy to optimize your landing pages can help you convert more visitors to your site. Keep the following in mind when you create your landing pages.
- Don’t Use a Submit Button
As simple as it may sound, calling your audience to action with a ‘submit’ button has been shown to produce less than optimal results. Call to action copy is extremely powerful, and something as simple as the word you write on your button can have a powerful influence on your customers. But why is ‘submit’ a bad option? In short, it doesn’t quantify or qualify the benefits that your customers will get from your product. For example, to evoke a stronger response by providing benefits, your button could contain the text ‘double your clients now’ or ‘boost online marketing’ to help your visitors feel like they are moving closer towards their goals.
- Features vs Benefits
You should also make sure you spell everything out in terms of how your products or services help your customers. It sounds pretty simple, but too many landing pages list the features of their products instead of the benefits of their products. The customer couldn’t care less about the features of your products. They want to know what’s in it for them. How does your product or service improve their lives? Remember, Internet marketing revolves around solving the problems of your visitors.
- Keep Your Forms Short and Sweet
One of the biggest turnoffs that will send potential customers fleeing in droves is overly long web forms. Today people have access to goods and services faster than ever before, and this has led to people wanting service as fast as possible. Customers want solutions to their problems, and they want them now! A tediously long web form could irritate your customers and cause them to go to one of your competitors.
- Don’t Be Self-Centered
It can’t be said enough: your landing page needs to cater to the needs and desires of your customers. Make sure you don’t fall victim to the trap of talking about yourself or your business too much on your landing pages unless it provides value to your audience or helps to establish a unique selling proposition. Quite simply, a visitor to your site may not care about the history of your company or how your service offerings came to be. Instead, they are much more concerned with what you can do for them! This point is central to most online marketing efforts, and you should incorporate this philosophy into your landing pages.
Avoiding these four colossal mistakes will help you optimize your conversion ratio and increase profits. If you fail to avoid these pitfalls, however, you are likely leaving a lot of money on the table!