Things Not To Do While Building a Landing Page
THIS ARTICLE IS WRITTEN BY JUNAID ALI.
Did you know that there are different types of web pages and that they have different purposes and utilities? Whether it’s a home page, a product page, a service page, or a landing page, the thinking behind it does not have to be the same if you want arrive at your ends on the web.
As you already know, your landing pages must be optimized to lead your visitors to a specific action. If this in theory seems simple, far too many people still make mistakes that significantly affect their return on investment.
To prevent this from happening, we give you tips on Do’s and Don’ts when building a landing page.
Before you begin, let’s assume that you use a landing page for your advertising campaigns. Because if you send your visitors to your website, we advise you to stop immediately to throw your money through the windows and contact your SEO agency or your magento development now!
What is a landing page?
First, let’s see what a landing page is. This type of page, as the name suggests, is intended to be the landing point of the user following a click that he made on an advertisement or a call to action that you would have him presented in different places on the web (on your site or on another) or in e-mails.
Thus, these pages are intended to meet the needs of the user who has been challenged by the offer or the promise you made him in the call to action. So, the purpose is not to show him everything you are and what you do, but only to allow him to learn more about what drew him to this page and to subscribe to it if it suits him to his expectations and needs.
In short, a landing page is the opposite of a home page. So, as the home page tries to point the newcomer on your site to all the different content and offers of your business, the landing page focuses on a single element in order to convert the people who visit it into prospects Serious, and thus gives meaning to all the efforts you have made to lead Internet users to visit your page.
Here are the errors you should not commit when building your landing page:
1. An unconvincing title
Once people arrive on your landing page, you only have a few seconds to convince them that they have arrived at the right place. Do not miss the opportunity to make an excellent first impression by opting for a vendor title.
Showing your visitors that you understand what’s causing them a problem will allow you to start building a trusting relationship with them while establishing your expert status.
To do this, repeat in your title the words that users have potentially searched in their search engine to get to your page. More details about this here.
Always keep in mind that in the first place you only have a tiny portion of your visitors’ attention, so do not hesitate to get right to the point with concise titles.
2. Want to do too much
Your landing page plays a crucial role in your advertising campaigns. It is for this reason that many leaders naturally want to impress their visitors.
Artistic design, sophisticated buttons and daring visuals, you’re sure your customers will be charmed by your landing page on the cutting edge of the trend and technology.
Unfortunately, the facts can be completely different. Your visitors want only one thing: simplicity.
Ø Do you see a creative design? They see a page too busy.
Ø Your visuals are searched? Your visitors find them cumbersome.
Ø Are your buttons different? Internet users struggle to find them.
Consumers want to understand at first glance what to expect, so nothing attracts them more than a simple, intuitive page.
3. Want to say too much
Another trap to avoid at all costs is to integrate too many texts to your landing page. Of course, wanting to pick up your most compelling sales speeches and giving your customers multiple reasons to do business with you is very tempting.
However, this is not always a good idea, and this for a simple reason: if your text is too long your customers will not simply read it.
That’s why you need to choose precisely the message you want to convey to your customer.
Ø Do you want to emphasize your low prices?
Ø The superior quality of your products?
Ø Your recognized expertise in your market?
Ø Your incomparable offer?
To choose the content you want to bet on, make sure you know your target audience. Based on your personae, try to understand what is preventing your target consumer from sleeping in the evening, or what they are passionate about every day. Align your message with this data, and you’ll convert like never before.
4. Give people a reason to leave
Do not give your visitors the opportunity to go elsewhere. By allowing users to browse your site from your landing page or view your social networks, you divert their attention from your main message.
On your landing page, minimize the redirect links to keep your visitors focused on your call-to-action.
Remember the goal of your landing page is to take to conversion by reducing the cognitive load required to your visitors. In other words, you need to trigger an automatic action and not a reflection.
5. Leave the choice to your visitors
Your customer satisfaction is always at the top of your priority list. So, no matter what project you want to put in place, your goal is simple: to make consumers happy.
In the same way, when you make your landing page, you may think that the more opportunities they have, the better their experience. Amongst your crowd of proposals, they will end up finding something they like, do not they?
Caution! To want to do too well, you risk on the contrary affecting the effectiveness of your landing page. Remember, people are only willing to give you a tiny bit of their time and attention.
Your goal is to always propose actions requiring a reduced reflection.
So, keep your call-to-action concise and unique and offer them a single offer. The goal is once again to create a landing page where the conversion is closer to the automatism than to the decision.
6. Do not take advantage of images
Concise, clear, straight to the point, you will understand, you do not have the luxury of writing long tirades and broad sales speech on your landing page. That’s why you must use non-text content to get your message to your visitors.
From now on, say goodbye to generic visuals straight out of a database. Prefer more “talking” images aligned with the text of your landing page.
For example, if the purpose of your landing page is to take your visitor to discover one of your products, why not include a staged photograph or a short video showing how to use it.
The ideal visual is one that, from the first glance, will give your visitors a clear idea of what you will offer them later.
7. Load time too long
Your title may be the most convincing, your most incredible offer, all this is of little importance if your visitors leave your page before they even have time to read them.
The first reason for a hasty departure is a loading time that is too long. Indeed, on the web even more than in real life, the patience of consumers is very limited.
In addition to affecting your conversions, landing pages that are too slow can also affect your cost per click. Indeed, search engines such as Google could judge that if users leave your page so quickly, it is simply because it is irrelevant or poorly optimized.
To prevent this from happening only one solution: lighten. Pictures too heavy, code too complex, complicated animations, you will absolutely have to purify.
8. Rest on its laurels
The last mistake, in my opinion, is one of the most fatal. You have avoided all the previous pitfalls and set up a quality landing page. The results you get seem satisfactory to you. You congratulate yourself on your success and give yourself a well-deserved rest.
Warning! You may be missing out on incredible business opportunity. If your results look good, they could be excellent.
As we are sure you will not say no to more conversions, we urge you to constantly test the performance of your landing page, including using A / B testing.
With this technique, you will quickly see that changes that sometimes seem small can have great results. So do not hesitate: test, optimize and start again. Your ROI will thank you.