4 Landing Page Errors That Squash Conversions
Swipe right. Swipe left. Ahh, Tinder…the magical world of being able to find your soulmate with nothing more than a picture and a few lines of text.
Well, not exactly.
You see, consumers seek out products and services using website landing pages much in the same way Tinder users use the Tinder app to find prospective mates.
Here’s how it works…
Both groups create a landing page.
For a Tinder user, this is a page that features photos of yourself (probably those taken with a snapchat filter) and a few lines that sells viewers on why you’re such a catch.
For the business owner, a landing page may also feature a picture of you (in your favorite tailored business suit, of course) or your logo with information on why your audience should opt in for a free offer such as a webinar or checklist download
Really the only difference is the business web pages tend to have a little more credibility.
When you’re searching through a dating app and you reach 19-year-old Timmy’s Tinder profile that says he’s graduated from Harvard and Yale, is 6 foot 4, is worth 10 million dollars, and has a pet monkey that he trained to play Beethoven’s Symphony No. 5 on the piano, I’ve got a feeling that a few red flags are going to pop up in your mind.
While you shouldn’t have to worry about someone clicking off your landing page because they are skeptical if you truly have a Harvard degree or not, there many other factors that can get people to leave and go somewhere else–leaving you without a customer “match.”
To ensure people don’t swipe left on your landing pages, keep reading to discover these 4 landing page errors that turn people away and squash your conversions.
Landing Page Error #1 – A Bad Hook
“If you were a vegetable, you’d be a cute-cumber.”
Unless you’re passionate about produce, I’ve got a feeling this pickup line, or “hook,” would not work to convince you to go out with someone.
Your opening words, or what we like to call the hook, are vital to keeping people interested in your landing page much as your introduction to a man or woman is a vital part of getting them to say yes to a date with you.
Unfortunately, many landing page hooks lack the ability to grab someone’s attention, leading to high bounce rates and low conversions.
So, what makes a great eye-catching hook that will draw your audience in? I’m so glad you asked!
Here are a few different types of hooks to test out on your landing page to help increase your conversions…
Social Proof Hooks
People want proof that your product or service is going to blow them away.
Think about it…what headline would intrigue you more?
“We have the greatest product on the market!”
“Our product helps 90% of people make 3 times more money.”
I’m going to take a wild guess and say it was the latter of the two headlines.
Other examples of social proof headlines you can use include…
- How [impressive number] Got [desired result] in [time period]
- [world-class example] Reveals Ways to [desired result]
- Why [impressive number] of People Are [taking desired action]
- How to [desired result] Like [world-class example]
- Why [impressive number] of people are turning to our product to [desired result]
Give them a try!
Another type of effective hook is one that’s gain-based. In other words, it answers the question: what’s in it for your customers?
Check out this example below…
You can’t get much clearer on the consumer benefit than the example above. Follow these simple tips and in less than 5 minutes, what are you going to get? Email subscribers!
It’s really that easy.
Here are a few other gain-based headline formulas you can try out.
- Discover the secret to get more [desired result]
- [Number] ways you can [desired result]
- How to [desired result] When You’re Not [blank]
- How to turn [blank] into [desired result]
- You Too Can [desired result] in [time period] with [blank]
We know. We’re not a huge fan of this hook type either, but threat-based headlines are quite effective in capturing people’s attention.
When we say use a threat-based hook, we definitely don’t mean threaten your audience to buy your product or service. Using this type of headline is about showing your audience that there is a serious threat that could occur if they don’t use a product or service.
A great example for a weight loss clinic might be: “1 in 5 Americans that are 50 pounds overweight will suffer from a heart attack.”
It’s made clear that the threat is a heart attack, and if you don’t get your weight under control–using the company’s weight loss program–you are at risk of experiencing that threat.
Here are some other effective threat-based hook formulas you can use…
- Do You Recognize the [number] Early Warning Signs of [blank]?
- If You Don’t [blank] Now, You’ll Hate Yourself Later
- [X] Errors That Are Crushing Your [desired result]
I don’t know about you, but that last one looks awfully familiar to me.
Landing Page Error # 2 – You Ask for Too Much on Your Landing Page
When you go on a first date with someone, it would be incredibly awkward if he asked you to buy a house together, get married, and have his children.
Talk about overwhelming and inappropriate.
Honestly, you don’t even know that person’s favorite type of animal yet. What if he prefers cats over dogs? Yikes. Run!
The same analogy can be used for your landing page.
If someone visits your landing page, and is asked to sign up for your newsletter, download a PDF, opt in for a video web series, and leave a comment on your Facebook page, that’s far too much.
Stick to one request, and one request only, so you don’t overwhelm people.
Here’s a great example from Unbounce.
Notice how this landing page asks visitors to do one thing–click to get started on the course.
It’s simple, clear, and totally optional.
Notice too that the call to action delivers value. Opt in, and you’ll learn what you need to do to get higher conversions on your landing pages.
As a business owner, that’s information that gets me very excited!
I think you get the picture, but it’s worth repeating: don’t ask for too much on a landing page. And keep what you’re offering simple, clear, and valuable.
Landing Page Error # 3 – Poorly Executed Landing Page Aesthetics and Structure
I’m sure you’ve heard the saying, “never judge a book by its cover.” Well, I’m here to tell you that saying is a bunch of nonsense.
Of course, you should judge a book by its cover.
If you went on a date with a random person and she showed up covered in sewage, had a creepy skull tattooed over her entire face, and wore a t-shirt that said nasty or degrading things on it, I bet you’d hightail it out of that date faster than Paula Deen would sign up for a butter convention.
Human beings have certain expectations that we expect others to live up to.
Expectations like you should take a shower and put on a clean shirt before you go on a date.
And the same is true with landing pages.
When someone comes to a landing page that looks like this…
…they are probably thinking that it’s a bit cluttered, disorganized, and maybe even overwhelming. Sure, it has a clear call to action on the right-hand side, but look how much info you need to get through to understand what you’re signing up for.
On the flipside, look at this landing page…
It’s clean and organized–visitors know instantly what they are signing up for–a free brochure.
It’s clear–bullet points that speak to the benefits of Wine Investments are clearly laid out so the reader can see value.
It uses aesthetically pleasing photos–having a pretty landing page is only a small piece to increasing conversions, but it’s still important.
You don’t have to be a web designer to create a beautiful landing page.
The key is simply to create a page that has clean structure and a clear call to action.
Landing Page Error #4 – Your Landing Page Does Not Have a Clear Call to Action
Last, but certainly not least, we need to talk about calls to action.
The entire reason someone is visiting your landing page is to get something from you–whether it be registering for an event, downloading a free e-book, or signing up for a newsletter.
So, if people get to your landing page and are unable to find and request what they initially visited your landing page for, they probably aren’t going to be very happy.
Even worse, if people can’t find a way to opt in for what they want, your conversions are going to stink.
That’s why it’s so important to add a very clear call to action to your landing page. See the example below…
Notice how there is an entire box on the right-hand side dedicated to the call to action–to let people sign up for Basecamp 3.
There’s even a big arrow pointing to it! Can’t get much clearer than that!
And after people enter their information, there is a big “sign up” button at the bottom. Enter your info, press the big sign-up button, and presto, your visitor gets what he or she wants while you get another conversion.
There are many ways you can add a clear call to action to your website. Just make sure, that however you do it, it’s noticeable, clear, and makes it easy for your visitors to take action.