5 Landing Page Mistakes That Are Choking Your Conversions To Death

Your PPC campaigns might be generating clicks. Your social media channels might be giving you a great ROI. And your inbound marketing activities might be reeling in more traffic.

But if all those leads aren’t converting…you’re wasting time, money, and energy.

And sometimes, the reason why those leads aren’t converting, is a wimpy landing page.

So, below are 5 murderous landing page mistakes that might be choking your conversions.  Avoid these mistakes to boost your conversion rates and squeeze the maximum ROI out of your traffic.

1. You Have A Mumbling Landing Page

Imagine being greeted by a salesman with an awesome offer. He begins his pitch, but there’s a problem…his voice is too quiet, he sounds like he’s talking through his nose, and he constantly beats around the bush.

He’s mumbling. And you can’t understand him.

Would he stand a chance at selling his product to you? No way.

When marketing online, you’re landing page is your virtual salesman. If it “mumbles” and lacks clarity, you’re going to lose business.

So what does a mumbling landing page look like?

(The perfect example of what not to do)

There are a few mistakes that weaken this landing page, but here’s how it could sparkle with clarity:

  • A decent headline that tells you what you will gain. Showing your company name doesn’t tell your prospect anything.
  • Simpler, clearer language. Using ivory tower language to persuade is like performing your nose whistling routine to seduce someone. You’ll just scare them away (and fail to get a date).
  • Being benefit driven. Copy that seduces people into buying doesn’t selfishly regurgitate the company’s history. It tells the reader exactly how his life will improve with the company’s specific product/service.
  • A clear call-to-action. A good landing page gives clear instructions on what to do next.
  • Less distractions and links. According to a Google study in 2012, visually complex websites are seen as less effective; and simpler designs tend to do better. And in another study by Business Insider, 25% of people reported they didn’t buy because a “website is too complicated.”

2. You’re Not Showing Mobile Any Love

Considering that mobile accounts for 40% of retail sales. And that most people spend the majority of their time consuming digital media on mobile devices; with mobile now accounting for 60% of time spent.

A responsive landing page is a no-brainer.

3. You Have “Meh” Images

Images are like emotional claymores. They quickly trigger powerful thoughts or feelings when your prospect views them. If you want to strengthen your landing page, you need to make the most out of them.

And two ways to get the most bang for your buck with landing page images are:

  1. To use real, personable images
  2. To use directional cues

Real Images Boost Your Conversions

A strong face as the primary means of greeting visitors gets a strong reaction that polarizes conversion rates.” (Flint McGlaughlin from MarketingExperiments)

When webdesign company 37 signals used customer images on their landing pages, conversions increased by over 100%.

And by using images of artists on their site, Brazilian art retailer Medalia, experienced a 95% conversion lift.

The lesson: Ditch those cheesy stock photos. Use images of real people instead.

The Power Of Directional Cues

I bet you will fall for this image below:

Funny isn’t it?

The image might have a comedic tone, but it shows that we can’t help but follow the visual cues presented to us.

Numerous case studies have shown that visual cues are great for directing attention to specific elements on your website.

In the image below, Sunsilk directed way more attention to their copy by using the woman’s gaze as visual cue:

On your landing page, directional cues can be used to subtly draw more attention to important page elements. Like your CTA, copy, or testimonials.

Check out this Hubspot post for a deeper dive into directional cues.

4. Your Landing Page Loads At Snail Pace

Loading speed seems like a small thing, but it can have a meteor-like impact on your conversions.

Pages that load faster have better engagement, stronger conversions, a friendlier user experience, and better search engine rankings.

Research about loading speed and conversions has been shocking. It shows that:

Sites with 3 second load times get 22% fewer page views, 22% lower conversions and a 50% higher bounce rate than sites with 1 second load times.

And sites with 5 second load times are worse. They get 35% less page views, a 105% higher bounce rate and 35% less conversions

Further research even shows that reducing page load time from 8, to 2 seconds can boost conversions by 74%

To improve your page loading speed:

  1. You Don’t Start With Research

Would you sink thousands of dollars into a company without seeing solid facts and figures? You wouldn’t.

So why throw hard earned traffic at a landing page that doesn’t speak to your visitor’s needs?

Remember, it’s a mess to guess. Start with cold hard data about your customer.


Conclusion

To summarize, tweak your loading speed, squeeze the most out of your images, focus on clarity, and be sure to start with research.

Have you ever tweaked a landing page for better conversions? Tell us about your results below!

Hassan Ud-deen is a growth geek and content marketer. Follow him on Twitter.

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