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The Landing Page Blunders you’re still making in 2021
Whether you’re opening up a new business, selling a product, or creating an event page, you’ll need more than just a landing page to get people to you and become customers. That extra push you need is called a ‘landing page strategy’. And this is a marketer’s job to make a landing page that’s highly converting and helps you achieve your goals.
While your landing page gets only a few seconds of your visitor’s attention, creating a high-converting landing page is something you need to blend into both art and science.
What Is A Landing Page?
A landing page is specifically made for the purpose of a marketing or advertising campaign, and it is a standalone web page where a consumer ‘lands’. Whenever a visitor clicks a link, ad, or email on Google, Facebook, Youtube, or anywhere else on the web, they are redirected to specific pages that provide more details about the subject. This makes their user experience on the homepage much better, helping people figure out where the information in the ad can be found.
To make the landing page work as it should, you need to know its purpose. Here are a few examples:
- Do you want to verify customers’ demographics?
- Get more subscribers for your monthly newsletter?
- Encourage visitors to share your page on social media?
- Lead visitors to avail of your new offer?
- Invite visitors to an event?
There are endless options available, but whatever yours is, make sure you make a relevant choice.
Now that you’ve set your purpose, consider looking at different types of landing pages that can get you the most out of all your page visitors.
Different Landing Pages
Lead Capture Page
One of the most common uses of a landing page is to capture your lead’s information. Your lead is potentially a person who could become one of your customers as they are already consuming the content.
It could so happen that they are already following you on social media or engaging with your newsletters and events, but they have yet to pay for your product or service. Thus, your landing page must be designed in a way so that they no longer remain just ‘engaging’ customers but rather share a relationship.
A Click-Through Page
Click-through pages are similar to middlemen, as they tend to warm up your products before making a hard sell. With the help of a click-through page, you are simply giving a good pitch to your potential investors. Start by communicating your product or service’s values. This way, you’re positioning your brand and its offerings as a gainful opportunity instead of a risk.
A splash page is also intended to help your visitors access the offers before accessing the rest of your website. It is surely an opportunity to verify certain details about your visitors, promote a new product, communicate something important in a local tone, advertise a discount, etc. You might have seen some splash pages in the form of popups.
Build A Compelling Landing Page
Kudos if you understand what a landing page is and what it can get you. But, it isn’t just about what you need to do to build a page for your brand authority or awareness to the audience, but how you do it. Let’s tackle the ‘how’ part bit by bit.
In general, a landing page is made to serve a purpose. So, for instance, if you are a startup looking for leads, you need to include elements on your entire website, especially the dedicated page answering customer questions that are relevant to building trust. Let’s say:
- What does the company do?
- Why should I put money into the business?
- Will the company stand true to what it promises?
Just like any other company’s landing page, yours should also include these four elements to give it the best chance of success:
1. Articulated features or benefits
Push benefits over just features whenever you talk about or describe products/services simply because benefits convince visitors to clarify why they should buy them. Start by laying out your value propositions, and then branch them into specific benefits.
For example, when you go to Moz, they optimize and personalize landing pages for each lead. If you click on Moz Solutions For Small To Mid-Sized Business, you’ll see that the landing page will describe everything, from benefits first to features.
2. Quality imagery
High-quality and professional images keep the landing page more engaging and visually pleasing. In case you don’t know what a top-notch imagery landing page looks like, then check out the Deciem – NIOD.
The eye-catching images appeal to the users and urge them to know more about the brand and the products they sell.
3. Social Proof
Today’s customers are aware of their choices, but in most cases, people make their purchasing decisions depending on what other customers have to say. Thus, they need ‘social proof’ that’s influential enough so that everybody takes your brand seriously. So, it is best if your landing pages include genuine reviews and testimonials.
In this case, Bizzabo shares Tweets and case studies telling people how rigorously they work to fulfill all their needs because success is one of their businesses’ purposes.
4. Brill CTAs
CTAs have always been the ‘catfish’ element. These are the final places where you have the chance to lure customers into closing the sale or, in other cases, getting the signup, collecting their contact details, etc., so keep the text short but pinching enough.
Headspace has brilliantly set the text that convinces them to take a free trial of their meditation. And immediately rounded up an irresistible CTA that sets the tone and the purpose of putting that sample trial on top.
Now that you have almost everything you need to build gorgeous landing pages, it’s time to roll up your sleeves and get started structuring and creating one for your business. Good Luck!
Well, before you start adding up all the elements and starting to plan the flow, there are quite a few things that you shouldn’t do with a landing page. Let’s cut to the chase and see what mistakes people still commit and how to solve them.
Common Landing Page Blunders
Goofing up things is what humans do best, but if you get the right set of tools, you know that’s what you need to fix them all. Here are four common blunders that you might have come across.
1. Drive entire traffic to one page
A landing page is more like a funnel than a bucket. These pages are a big part of defining and carrying people through their sales journey. Instead of collecting people on one page, use the help of multiple landing pages to tailor a different experience for a single visitor. According to statistics from HubSpot research, companies with about 31 to 40 landing pages on their website get seven times more leads than ones with a lower number.
Here’s an example to help you better understand what we mean.
Swwim is a one-page website, which isn’t what you should opt for as a product/services seller. Consider approaching a professional who can help you design pages that are relevant to you so that there’s no lag in hitting success.
2. Asking for too much
Landing pages usually have lead generation forms. Lead generation forms are essential as they ask for customers’ contact information so that businesses can start nurturing a relationship with them. But what people forget is that asking for way too much information could end up driving them away from your page. Craft a form that encourages the visitors to fill in the information and finish off the deal by completing a transaction. You have two options for it:
- Use a few fields.
- Use the breadcrumb technique to guide them to your form.
Lyft is an excellent example of the lead-gen form. All they ask for is a visitor’s email to start a relationship. But what do you do when you cannot avoid asking questions? In that case, try the breadcrumb technique, which fragments the questions and takes the visitors through a guided process to gather information for lead generation forms.
3. Close on cold audiences
This mistake isn’t surprising because many companies make it. Their landing pages are designed to close deals when they should be telling the visitors more about the business. Closing on the audience works when they are already in the conversion stage, but not so much when they’re just trying to learn about you.
If your audience is still in the awareness stage, set your landing page’s goal to familiarize them with your brand and not jump straight to making immediate sales. Why take up this approach? Because no one benefits from coming off as too pushy.
4. Adding too many visuals
A landing page with too many pictures and colours may seem fun and creative, but the true essence of the process is portraying easy-to-digest information.
Any landing page should have a hierarchy of visuals that guides the visitors through the content properly. Images and other visual elements are tempting, but ensure that your content doesn’t have to compete for attention. This necessarily doesn’t mean that your visuals have to be boring. And instead, they must be organized.
Clear message delivery gets overlooked with image overload.
If you catch any of these mistakes on your landing pages, pause and take a moment to test and improve. Once you learn what works best, mistakes are bound to subside.
Set Up Your Landing Page
When you optimize the landing pages on your website, you’ll give your business another shot at finding success by driving more traffic that converts. Take landing pages seriously, as apart from simplifying your customer’s journey in broader terms, taking care of how you streamline the tiniest of things matters too.
If you’re still uncertain about how to go about everything, try contacting us for web development services because, why not?