Want to write a blog post for Unbounce? Send us your idea and you could be the next conversion hero.

10 Dangerous Threats to Your Landing Page Conversion Rate

Careful where you put your CTA - Threats to your sales are everywhere

Really good landing pages are designed to be simple: nothing more than a web page designed to get your web visitors to perform an action.

Landing pages can be used to:

  • Sell a product
  • Encourage visitors to subscribe to an email newsletter
  • Promote a downloadable ebook or report
  • Sign a petition

And with so many great products on the market these days, creating a landing page should be easier than ever. But in reality it’s harder that most marketers think, which can lead to poor sales.

A landing page isn’t going to do you any good if you can’t get it to convert.

So let’s look at some of the most common threats to poor landing page conversions.


1. Mismatching Text Ad Copy and Landing Page Headline

There are a number of reasons why you want your Google AdWords text ad and landing page headline to match.

First, from a user stand point, your text ad establishes a certain expectation. If your text ad copy says, “Discover 4 Ways to Improve Your Career as a Web Developer” and your landing page headline says, “The Truth about Professional Training Courses,” you are going to startle the reader when he clicks through. That one-second hesitation could result in abandonment.

Second, the quality of your landing page determines cost-per-click in Google AdWords. Meaning, you can improve the quality of your landing page, raise your quality score and lower your CPC when you match text ad copy with landing page headline.

When you meet reader expectations you also lower abandonment rates, which Google likes.

2. Confusing Headlines

This is an extension of the above danger. Your headline is the first thing your visitor will see. Does it attract attention? Does it make him or her want to keep reading?

Here are some examples of great landing page headlines:

Those headlines are from blog posts, but you could easily use them for a landing page. Just like a blog post, a landing page should present your visitors with useful, unique and ultra-specific information.

Note: when writing headlines for landing pages use the 80/20 rule: spend 80% of your time getting the most compelling headline you can. In fact, it’s almost worth paying a professional to write it. It’s that important.

3. Poor Grammar and Misspelled Words

misspelled words
Prefect exampul. (Image source)

Just because you can throw up a landing page quickly in 20 minutes doesn’t mean you should.

That approach will lead to too many mistakes—like bad spelling and poor grammar. Here’s the deal: every single visitor to your landing page is looking for an excuse not to buy from you.

So the moment he or she sees a misspelled word or poor sentence structure – they are going to start backing away. Enough mistakes and they are gone.

4. No Trust Signals

trust
Are they trustworthy? (Image source)

Trust is the oil that greases the sales gears on your landing page. If you don’t have any trust, you don’t have any sales.

So how do you build that trust into your landing page? Here are 7 idiot proof ways:

  1. Use social proof – Social proof is the concept that because your product/landing page is popular then it must be credible. You see social proof in action when you see subscriber counts, Twitter followers or number of product users.
  2. Supply Endorsements – When you partner with big brands who have an online presence, you adopt their recognition and reputation. People think “If Brand X is willing to work with them, then I guess they can be trusted.”
  3. Supply 3rd Party Certification – No e-commerce site should be without a certificate of security from organizations like VeriSign and the Better Business Bureau.
  4. Invest in Design – A poorly designed landing page will put visitors on their guard. Spend the money to make the landing page look impeccable.
  5. Share Press Mentions – Has a high-profile blog or magazine positively reviewed your product? Then share that mention.
  6. Minimize T & C – Never include the lawyer’s version of ‘Our Terms and Conditions.’ Instead, summarize on the landing page, then link to it for further reference.
  7. Use Testimonials – Sprinkle your landing page with positive reviews from users. Get permission to use these testimonials. And share full name and city if you can.

5. Hidden Call-to-Action Buttons

A landing page has one goal. And that goal can only be completed if you can get your visitor to perform an action. But you can’t force them to perform that action, whether it be buying, downloading or subscribing, if you hide the call-to-action from them.

Some people hide the call to action below the fold. Others keep it above the fold, but fail to create a button that stands out.

Eric Ries’ Lean Startup landing page keeps the call-to-action above the fold:

Click for full-size image

See, after you’ve gotten the visitor’s attention with your seductive headline, created interest with compelling copy and provoked desire with social proof, testimonials and endorsements—you need to push them to perform an action.

Tell them what you want them to do in the clearest, most concise and compelling language possible. And use a button!

6. Poor or No Call-to-Action

Speaking of call-to-actions, it doesn’t matter how visible your call-to-action button is if you fail to make it compelling. As a result, your conversion rates will suffer.

Here’s how to create a compelling call-to-action:

  1. Use Practical Language – Avoid jargon and speak to your visitors needs. What problem are you trying to solve? Speak to that in your call to action.
  2. Keep Design Consistent – More than likely you will repeat the call to action further down the page. Each time, both the design and language should remain the same.
  3. Use Active Verbs – A good call-to-action tells the reader what to do. For example, ‘Subscribe,’ ‘Buy’ or ‘Download.’
  4. Create a Sense of Moving Forward – With both your design and copy, the reader should feel like he is making progress. Tim Ferriss uses a starburst to demonstrate where a new visitor should begin.
  5. Click for full-size image
  6. Use Numbers – Being specific adds credibility to your claim. Did your product help consumers make more money? How much and in how many days on average?
  7. Limit Character Count Between 90 to 150 – A great call-to-action is compelling in about five to seven words. Too small and it may not be clear what you want them to do. Make it too long and you will lose their attention.

7. Going Off Message with Links

Links are great on blog posts. They serve as a short hand way of defining or expanding on concepts you are writing about. But adding links to a landing page is like shooting yourself in the foot.

Repeat after me:
“I promise never to send my visitor off the page—unless he or she is going to an order page.”

8. Poor Quality Videos or Images

Want to hear an interesting statistic? A video on your landing page can boost conversion rates by 80%. Now that’s a pretty good boost.

But keep in mind that these videos are high-quality pieces. They weren’t thrown together in an afternoon. Time and sweat went into these videos. A poor video can lower conversion rates more than no video. If you don’t have the budget or time then skip the video.

However, it’s essential that you have a great image on the landing page – one that is on target to the landing page conversion goal.

Preferably you should use screenshots of how your product is used… (context of use) basically anything to help the visitor feel like they are holding or using the product. Here is one of the images Crazy Egg uses to show how short the setup is to get started with their product:

Crazy Egg Landing Page 560
Click for full-size image

9. Crowded Landing Pages

crowded
This image illustrates how hard it can be to pick out the purpose of a page when it’s overcrowded. (Image Source)

Everything that the visitor should need should be above the fold. This includes the headline and call to action button. But this doesn’t mean EVERYTHING should be above the fold.

People do scroll, so it’s okay to keep lower priority information and activities below the fold.

The web is a place where attention spans are insanely short. So you also have to design in such a way that follows people’s natural eye movements. You have to keep it simple. Each frame of a long, scrolling landing page should suggest just one, clear goal and action.

10. Never Testing

You may be getting what you think are great conversion rates from a headline. In fact, that headline might be hitting your target.

But is it optimal? Could you squeeze even more conversions if you tested a different headline? Tried different messaging on the call-to-action buttons?

For example, the team behind Obama’s online campaign made a number of small – and some might argue insignificant – changes to the wording on his website. These changes amounted to an increased voter base, wider and more aggressive volunteerism and, more importantly, $60 million in donations.

What would have happened if they never tested and simply rolled out the campaign as is? They would have completely missed out!

What kinds of test should you run? There are two standard tests:

  • A/B Test – This is the simplest of the two since you are basically testing two elements against each other, such as one headline against another or two different call-to-actions. Once you have a winner, you can test that one against another one to get even better results.
  • Multivariate – This test allows you to evaluate different elements across the page. So you could test different headlines, call-to-action designs, images, videos and so on at the same time, helping you find the best combination.

Over to You:

What other threats should we include on this list? Can you share some of your landing page successes and failures?

– Eric Siu


default author image
About Eric Siu
Eric Siu is the CEO at digital marketing agency Single Grain and interviews entrepreneurs (including Unbounce CEO Rick Perreault!) weekly at Growth Everywhere.
» More blog posts by

Comments:

  1. Bojan - Alpha Efficiency

    Great article there buddy, shared with my marketing friends via email and Twitter. Loved the photos, they’ve fitted the content perfectly.

    (0)
    Reply
    • Oli Gardner

      Thanks for sharing Bojan. And yeah, was fun digging out those photos :)

      (0)
      Reply
  2. Marketing Day: November 5, 2012

    […] 10 Dangerous Threats to Your Landing Page Conversion Rate, unbounce.com […]

    Reply
  3. Bobby Hewitt

    Eric,
    Great list, very comprehensive. I have found the key to increasing your conversion rates is to support / reinforce your value proposition with every element on the page. Many of your pitfall points uncover the conversion problems of a page that need to all point toward the same goal.

    (0)
    Reply
  4. Dwayne Kilbourne

    Very solid Landing Page tips! Love it!

    (0)
    Reply
  5. The 5 Most Common Mistakes on Landing Pages | Tulsa Marketing Online Blog

    […] Siu from Unbounce has even more common mistakes, but these will help get you started with making sure users are converting. Remember, if users […]

    Reply
  6. Clarkmartin

    Hi Eric
    Thank for Excellent post. I’ve had some success with using the same header as my primary site and zero navigation except for the log in on my landing page. My current theme on my primary site allows me to build custom landing pages and remove the side bars. Why would you want side bars on a landing page anyway? Agreed that less options leads to a higher conversion rate.

    (0)
    Reply
  7. 10 Blogs That Will Increase Your Websites Conversion Rate | David Shaw

    […] UnBounce – Creators of a fantastic conversion optimization tool, their blog shares great tips and case studies to help other improve their conversion rates. Must Read: 10 Dangerous Threats to Your Landing Page Conversion Rate […]

    Reply
  8. Conversion Rate Optimization – How it helps us gain Quality Leads?

    […] 10 Dangerous Threats to Your Landing Page Conversion Rate […]

    Reply
  9. 10 угроз конверсии целевой страницы | Блог Димка

    […] Источник: http://unbounce.com/landing-pages/threats-to-your-conversion-rate/ AKPC_IDS += "3623,";Похожие посты блога […]

    Reply
  10. 10 угроз конверсии целевой страницы (часть 2) | Блог Димка

    […] Источник: http://unbounce.com/landing-pages/threats-to-your-conversion-rate/ AKPC_IDS += "3624,";Похожие посты блога […]

    Reply
  11. 10 загроз конверсії цільової сторінки | Shulyar

    […] Джерело: http://unbounce.com/landing-pages/threats-to-your-conversion-rate/ shylar88 on Google+ […]

    Reply
  12. Want Blog Traffic? Stop Making These Content Marketing Mistakes

    […] You may want people to take a certain action after reading your material and they may take that action without actually being asked. The chances of someone subscribing, leaving a comment or sharing your content increases exponentially if you politely ask them to do so – don’t forget your call to action. […]

    Reply
  13. Weekly Apartment Marketing Round-Up – November 9, 2012 | Rentping Media

    […] “10 Dangerous Threats to Your Landing Page Conversion Rate.” From Unbounce: “Really good landing pages are designed to be simple: nothing more than a web page designed to get your web visitors to perform an action.” How well do your landing pages get apartment shoppers to convert into leads? […]

    Reply
  14. Jennifer Akin

    Very informative and helpful. I was searching for this information but there are very limited resources. Thank you for providing this information. Paket Wisata Jogja

    (0)
    Reply
  15. Smith John

    Thank you for posting such a cost-effective trying article! I found your pc sensible for my wants. It contains relaxing and useful material. maintain the excellent perform.

    (0)
    Reply
  16. Resep Makanan

    Great post! I am actually getting ready to across this information, is very helpful my friend. Also great blog here with all of the valuable information you have. Keep up the good work you are doing here. http://www.resepmakanan.biz/

    (0)
    Reply
  17. Toko Baju Batik

    Valuable information. I am delighted to read this article. Thank you for giving us this useful information. Great walk-through. I value this post. http://www.bajubatikjogja.com/

    (0)
    Reply
  18. Paket Wisata Jogja

    waw… this article very very good. share permission because i really like this post. the issue is one thing that not enough individuals are speaking intelligently about

    (0)
    Reply
  19. Mixer Roti

    thanks for your share. i,m very very like your idea in this article

    (0)
    Reply
  20. melacak kiat pemasaran

    terimakasih atas semua informasinya yah

    (0)
    Reply
  21. Jam Tangan Online

    Very informative and helpful. I like this article and this Website.

    (0)
    Reply
  22. Jasa seo Jakarta

    terimakasih untuk infonya .salam sukses

    (0)
    Reply
  23. grosir sprei murah

    nice info gan ..

    (0)
    Reply
  24. Fish Oil Omega 3 Plus

    terimakasih untuk infonya.salam sukses

    (0)
    Reply
  25. Jasa Sedot WC Semarang

    terimakasih untuk infonya .semangat

    (0)
    Reply
  26. Seo Jakarta

    terimakasih untuk informasinya.salam sukses

    (0)
    Reply
  27. Jasa seo populer

    thanks to information.semangat

    (0)
    Reply
  28. George Gould Jr

    Hi Everyone,
    along with the great landing pages, here are some nice “done for you” marketing pages with marketing funnel as well. Completely “drag and drop” and ready to be published to the web.
    Click the link to fine out more.
    blessings,
    George

    (0)
    Reply
  29. Belajar seo

    terimakasih untuk infonya.salam sukses.

    (0)
    Reply
  30. mixer roti murah

    terimakasih atas semu informasi yang telah diberikan

    (0)
    Reply
  31. Poles Granite

    terimakasih untuk infonya.semangat

    (0)
    Reply
  32. Suzuki bandung

    thanks untuk infonya

    (0)
    Reply
  33. Harga sewa mobil box

    waw… this article very very good. share permission because i really like this post,thanks yahhhh

    (0)
    Reply
  34. Kantor Penerjemah bahasa

    thanks untuk semua infonya

    (0)
    Reply
  35. Bengkel matic bekasi

    thanks untuk infonya salam sukses.

    (0)
    Reply
  36. Bengkel matic bekasi

    thanks untuk infonya semoga bermanfaat.

    (0)
    Reply
  37. Bengkel matic jakarta

    thanks untuk infomasinya.

    (0)
    Reply
  38. Bengkel land cruiser

    terimakasih untuk informasinya,sukses selalu

    (0)
    Reply
  39. Bengkel land cruiser

    thanks untuk informasinya,semoga bermanfaat

    (0)
    Reply
  40. Bahasa Perancis Indonesia Perancis Penerjemah Tersumpah

    Thank for Excellent post. I’ve had some success with using the same header as my primary site and zero navigation except for the log in on my landing page.

    (0)
    Reply
  41. Jual tali tambang

    terimakasih untuk informasinya.sukses selalu

    (0)
    Reply
Comments