7 things in landing page optimization that often do wrong
We present to you a list of the 7 most common mistakes when creating landings prepared on the basis of materials. The article is supplemented with examples and tips from our team.
Landings are often undeservedly ignored. Statistics show that, on average, 83 times more money is spent on optimizing traffic than on optimizing landing pages. However, traffic is half the battle; the main thing is to convert website visitors to buyers. Landing can greatly shape your profits, so you should not ignore the optimization of these pages.
But even if you do not ignore the optimization of landing pages, then you are most likely looking at them through the eyes of a marketer. Only very small companies have the opportunity to communicate directly with customers, so in most cases the whole optimization strategy is based on your assumptions about the goals and desires of visitors. A marketer can present his page as a standard of highly conversion landing page, but in reality it will be a confusing maze for visitors. Below are seven simple tips on how you can optimize your pages:
- Unclear call to action (Call to Action)
First thoughts of the user: What should I do here?
Users can get lost on the page for two reasons:
- Lack of a call to action;
- Too many elements struggling for attention and knocking off the main line.
Problem: Whoever says anything about creating landing pages, but the main problem of all landing pages is the lack of a large, noticeable and only Buy button. If you don’t have it, then all games with titles, colors and sizes of elements are a waste of time. Someone will say that this is commonplace, but try visiting 5-6 landings – and you will understand how common this is.
Solution: the call to action should be the most prominent part of the page and be located on the first screen. Remove graphic elements that do not support the main line like huge banners or social media buttons.
Audible example. Clear message, pressure with numbers and a large button.
If you want to add a call to action, but you do not have the opportunity to finalize the programmer on the application form, then you can use the tools available on the market, the installation of which does not require programming.
For example, a bunch of buttons and pop-ups from Witget.com. When you click on the button on the site, the application form opens.
- Too much choice
User impression: and where to click here?!
An example of a failed landing. Websites shows several products on the home page, but all this graphics does not provide information on what needs to be done next.
Problem: Busting with graphic elements, buttons, and links will definitely confuse the visitor. The desire to show everything and everything on the main page, fearing that the client will not find the necessary information, is the main mistake of the owners of online stores.
You cannot scare a site visitor with an abundance of assortment. In one famous experiment with jams, one part of visitors to a chain store offered to try 3 jams and then measured the number of purchases after tasting. Another group of subjects was given a try of more than 10 different jams and also measured the conversion to purchase.
Where do you think the number of purchases was higher? There were many more purchases in the first group, where the choice was limited to a small number of products.
Solution: You should not try to make your product more visible by placing it on the main page or displaying on it the gigantic list of your assortment. The mission of the main page is not advertising, but to provide the visitor with a beautiful, clear and clear map of your site, where each option is easily accessible, and the access to the goods is visible. Home is also needed to create the trust of your company (about the company, reviews, contacts, promotions, benefits) and for convenient navigation.
- Too many requests
User impression: when will it all end?
Often, marketers sin by the premature collection of information – such users can consider annoying obsession. An example of an unsuccessful landing: on the Sapato website there is an overabundance of forms for filling out, calls to action, graphic elements.
Problem: Owners of the resource are trying in every possible way to get the contact of the visitor, luring him into the news section, the section with shares, distracting from the purchase.
Solution: We recommend using 1 call to leave contact, 1 call to share, 1 to take advantage of the action. Do not forbid a person to perform a targeted action if he is not registered. Understand that payment is more important than customer information.
An example of a failed landing. Landing Ulmart, where 4 paragraphs of text that do not carry practical information for the client. “The old stuff keeps you awake” – hardly the old technique – this is what prevents sleep. The banner did not reflect the pain of the client, since the main problem is nowhere to put new appliances or furniture.
“The cost of the pick-up service” disorientates the visitor by color, shape and location, and as a result makes you want to click on this heading like a button.
Problem: When searching for an interesting and advantageous offer, site visitors do not read, but scan the page – they run through her eyes in search of key information and call to action that will help them make a choice. Therefore, large amounts of text and elements distracting from the key message on your page will immediately force a person to close the tab.
Solution: The landing page should consist of 1 screen and contain key information: what is offered, why it is profitable, deadlines, links to pages or the “Pay” button, a bright and memorable image (for visuals).
Visitors enter the site from advertising, where they read your offer and are interested in it. The landing page must necessarily report the same thing as the extended version advertisement, otherwise the level of trust in you will drop and the probability of purchase will decrease to 0.