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Landing pages are still the most important pages on your website. They are the funnel that allows you to convert your ad traffic and social media traffic into paying customers. landing pages are the pages that showcase your value proposition, your product and close your leads. These landing pages are the life blood of your business. At Retaliate1st, we specialize in developing landing pages that convert, that achieve their goal. We want to showcase the landing page mistakes we continually see, so that your business can thrive.

Why Your Landing Pages Don’t Convert

  1. Too Many Options

Barry Schwartz wrote about the paralysis that sets in in many shopping situations in his book the Paradox of Choice. He uses the example of a man shopping for shampoo at a grocery store. He is faced with hundreds of choices – for dry hair, for brittle hair, for oily hair; olive oil base, coconut oil base; flower scented; and just about every color imaginable. This leads to frustration, and often people with either simply leave the store, or buy the closest option and later be unhappy with it.

landing pages

Now, take a look at your landing pages. Are they leaving your customer in the isle frustrated because there are so many options they’re not sure which to choose?

If so, narrow it down to one choice (two, maximum).

What’s the goal of your landing page?

Email opt-in? Make sure the opt-in form is easily accessible, easy to read, and has a strong, clear call to action.

Do you want phone calls? Make your number big and visible and clickable.

landing-pages-2

Would you take either a phone call or a web form opt-in? Make it clear that either option gets them the same result: contact, free estimate, discount, services, etc.

  1. Too Many Visual Distractions

It can be tempting to overwhelm your visitor with slick graphics. You may think you’re helping them find their way to your CTA.
But, there is a point where the graphics cause confusion.

When using infographics, pictures, video, or graphics, make sure they are absolutely essential to achieving the page’s goal. If they’re not, cut them. You can use them elsewhere (Thank You page, in email marketing, on blogs or pages).

Customer Centric Landing Pages

Put yourself in your customer’s shoes. They’re asking “What am I supposed to look at?”

If your landing page is littered with graphics, it will confuse them. This includes going overboard with exotic background colors, text colors and fonts, and headline sizes. Keep it simple… white background with black text is still the best option because it’s easiest to read.

  1. Entry Pop Ups

Pop up windows upon entry are, unfortunately, overused. Some sites will display the pop-up every time you refresh the page, visit a new page on the site, and every time you vist the landing page, even if you’ve already opted in. IT can be frustrating for your user, especially if they’re viewing your content on mobile.

Responsive landing page development vector template illustration

Your better option is to use an exit pop-up. At this point, on a true landing page that you’ve driven traffic to, if they’re leaving, they’re gone. An exit pop-up is a last-ditch effort to salvage the lead. It can work fairly well, and will increase your leads significantly over time.

Running adwords, Facebook ads, or even pouring time and effort into SEO campaigns only to drive traffic to a landing page that doesn’t convert is maddening. It’s also a waste of resources. Even if you craft a fantastic ad, your landing page must walk the visitor from curious clicker to lead. This is an art and a science, and its why designers and marketers charge so much to develop high-converting landing pages.

If you have the budget for it, get a pro to build your landing page. If you don’t, learn how to do it yourself until you can raise the capital to hire someone.

landing-page

Follow these – tips and you’ll build a landing page that converts visitors into leads, and leads into sales. Even if you do have the budget to go pro, you can use these tips to evaluate what the marketer has designed for you.

3 Steps To Designing a Landing Page That Converts

  1. Every Page Must Have a Clear, Powerful Headline

Many businesses make one of two mistakes when developing landing pages:

  • Their headline is weak and does nothing to inspire visitors to take the step of buying/signing up/calling.
  • Their headline is well-written, but is confusing or doesn’t mesh with the test of the ad and landing page

Writing great headlines has been the subject of countless books and sales courses, so it’s beyond the scope of this article to explain it fully, but if you lead with benefits, ask a question or create interest, you’ll be head-and-shoulders above your competition.

If you manage to create a great headline, don’t waste it by matching it to a landing page with text that doesn’t quite fit the main message. Also, keep your headline in form with your ad text. The headlines of your ad and landing page can be very similar, or at least close enough so that your visitor knows they’re in the right place.

  1. Bullets are Weapons

The current fashion is to build a great headline, then follow it up with a few bullet points worth of text, then ask for the sale or sign-up.

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Great idea. But choose your bullets wisely.

Bullet Points

In reality, bullets are just sub-headlines, and should be bursting with benefits. Not features! Don’t waste a bullet telling me your product is blue unless that somehow benefits me. Now, you can say

  • Our Widget Only Weighs .5oz, So it Fits in Your Pocket (and we now offer it in blue!)

That statement pairs benefit with feature, which is common practice on landing pages and sales letters because it’s proven to work. In this case, it’s a good idea to follow the bold benefit, and italicized parenthetical feature.

Pick your strongest 3 – 5 benefits and turn them into your bullet points. Put your strongest first and last, since your last bullet point will be just above, or to the left of the call to action.landing page

  1. Call to Action Better Call Them to Action

Your call to action is vital. Weak CTAs lose leads.

Online, most companies turn to the simple, and ineffective, “Submit” to get the customer’s info. Submit is a terrible, boring, and is loaded with subversive subtext. No one wants to submit to anything, especially when giving their info to strangers online.

Use strong CTAs on web forms:

  • Click Here (basic but proven to work)
  • Click Here + Benefit (Click Here to Get Your 10% Discount/Free E-book/Free Estimate)
  • Yes! Give Me My Benefit (discount/info/estimate)

Match the benefit in the CTA with the major benefit promised in your headline for maximum conversions. For more tips on converting using inbound methods check out our optimization page.

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