Landing Page Mistakes That Hurt Conversion Rates

As a page encouraging users who visit your site to take action by contacting you, landing page is of paramount importance.

What happens if it fails to deliver the expected results and its conversion rate is disappointing? To answer this question, here is a presentation of the various elements that may be problematic.

Errors that may affect the conversion rate of a landing page

1. Have one landing page for multiple ads

If you have developed several ads to promote your services, you should have a landing page for each of its ads. The logic behind this recommendation is related to the fact that your ads are aimed at different targets, which also implies a nuance about the action that is desired by each of them. If you only have one landing page, it will be difficult to configure it and create a design that allows you to reach the entire target audience.

If you use Google Ads (Google Adwords) In order to attract customers to your page, it is important to have more than one landing page found to be increased. Indeed, you should have a landing page for each group of keywords selected as part of your advertising campaign. As the match between the search done by the Internet user and the keywords on your landing page will be greater, your conversion rate will be much better.

2. Do not take advantage of the visual aspect

If the images are an essential addition to your landing page, it seems that the videos also have a considerable impact on the degree of conversion. Matching these two elements can only have a positive impact on your conversion rate. Remember that a landing page cannot contain a large amount of text and as an image is worth a thousand words...

3. Let the hesitant customers go

Even if the goal is always to respond quickly to the needs of all your customers, it is possible that some may pass between the meshes of the net. As each client is important, make sure to put in place some tips to hold them if they are not already present on your landing page:

• The pop-up: why not use your landing page to share a special offer with your client? This may lead a hesitant customer to finally take action.

• The chat If your client remains uncertain, it is obvious that he will not take action. In order to answer any question he might ask himself, a box of "chat" is definitely a wise addition.

4. Your keywords are irrelevant

Just as for all pages on your website, the keywords chosen for your landing page will have a considerable impact on your conversion rate. Some tools are also available to learn the most popular keywords (including Google's search trend tool) by area of expertise.

5. The text of your landing page is too long

It may be tempting to detail some information on your landing page in order to convince your reader to take action. However, you must always be aware that if your client arrives at this stage of his visit to your website, it is that he has already read the information necessary to motivate his move to action.

As it is no longer in a state of mind to collect a large amount of information, composing too long text will not help you. In this case, rely on moderation and be concise.

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6. The structure of your landing page is defective

In order to maximize the conversion rate of your landing page, it must have a logical structure and present the elements in a certain order:

• a hook that calls the Internet user;

• identification of a problem that can be solved;

• the presentation of a remedy;

• illustration of the advantages of doing business with you;

• the presentation of reassuring factors to secure the buyer;

• an attractive offer;

• a form to collect your client's information.

If you deviated from this rule, your conversion rate may have suffered.

Some recommendations for your landing page...

A thank you form for your landing page

Once your client has completed their form and submitted their request, make sure that they are redirected to a thank you page (one page for each offer). This will make it possible to activate your destination page lens on Google Analytics and record conversion rate data. In addition, this will clearly indicate to your new client that the registration process is complete.

What if I could raise my conversion rate again?

Did you think the job was over? Unfortunately, you should not sit on your laurels so quickly. If you have made some changes to improve your conversion rate, then you have to test your work. The best way to get there is the A/B test, which we presented in an earlier article. This will allow you to see if a version with a different title, a new design or a different configuration would get more success and a better conversion rate.

Cover photo: Pixabay

Karine Dutemple