The point of this article isn’t to continue to point out the obvious, but to show the more costly mistakes in terms of lost revenue and lost leads. Read the most dangerous mistakes you can make when it comes to your landing pages and learn how you can correct them.
When visitors see and click an ad, they immediately have a few “expectations” of what they want see on the page that follows the click of the ad. If your Landing Page Headline is NOT a continuation of the conversation that you started with your PPC ad, you are shooting yourself in the foot!
For example, let’s say you are selling electronics, but specifically want a Landing Page for “Bluetooth earbuds”. And let’s say your ad asks the question “Looking for the best Bluetooth earbuds?” (since ads that ask questions statistically perform well - source)
The Headline is not only an easy thing to test (we will cover testing in a minute), but the mistake that gets made too often is not continuing the conversation or not being the “other side” of the conversation that a visitor expects when they click.
Different visitors respond to different tactics based on different things. That’s not a secret, but if your landing page messaging speaks to only one type of visitor, you are missing a solid opportunity to convert the other types of visitors.
Aspects that affect the “type of visitor”
Each “group of visitors” in the funnel expects different items on a landing page, and as such, they respond better to different items on the page. In my opinion, HubSpot does a fantastic job of breaking down these visitors into sections of a funnel.
So, if your landing page items and landing page messaging are not created to offer something to each of the 3 areas of this funnel, then you are missing a massive opportunity to convert leads and move them further down the funnel.
If you look at your landing page analytics from any ad or campaign (PPC, SEO, Banner, Display Radio etc etc), statistically you will see that most of your traffic is First Time Visitors (usually around 70% – 80%). Login to your analytics and take a look for yourself.
The mistake here is simply not providing an incentive to the First Time Visitor. Offer them a reason to get in touch with your company today. Lead them to a form that allows them have their questions answered by an expert today.
Offer a coupon code or discount code. For example, “First time Buyers get 10% off this product today from this page”.
This mistake gets brought up more and more – but is often oversimplified. If people don’t know how to test, then they don’t test and as a result of not testing, they are missing a huge opportunity.
Testing can get as hard and complex as you like. It’s often a good idea to get in touch with a conversion or landing page expert when you want to test multiple variables, certain conversions, etc. But at it’s simplest, you should have 2 versions of your landing page.
After a certain period of time or certain number of conversions – you will be able to see which landing page variation performs better. From here you can test additional elements that will help you find your own “secret sauce” that your visitors respond best to.
There is a short and simple remedy for this mistake. Once a visitor has converted to a lead or a customer, let them know what to expect next – A call in an hour? A product shipped in 3 days? An email within 24 hours? Why not invite them to follow you and connect with you Socially?
So there you have it – the 5 biggest landing page mistakes I see again and again … and now you have no excuse for making them.
Look at the checklist below to be sure you are on the right path: