Landing pages are a marketer’s best tool for converting visitors into leads, but with so many elements comprising a single page, it’s easy to come across some common problems. What’s less easy is figuring out how to overcome these obstacles to produce landing pages that are optimized for conversion.
Below, we’ve listed three common landing page problems you’re likely to face or have faced, as well as effective ways to solve them.
3 Common Problems and Helpful Top Landing Page Tips
Problem #1: Your Visitors Bounce Right Away
If visitors are bouncing from your landing page immediately and without converting, it’s obvious that there’s a glaring issue that needs to be addressed.
Loading time is a huge factor in the effectiveness of your landing page. If the page loads slowly, your potential customers are going to exit out of the page and never bother reading its content. To fix this, make sure your code is clean and that all graphic files are optimized.
Mobile optimization is also critical to the success of your landing page. In 2015, mobile trumped desktop as the largest source of web search traffic. And with proliferation of smartphone usage, mobile traffic is only going to continue to increase in the future. If your landing page isn’t optimized for mobile users, you run the risk of driving over half of your audience away.
Finally, make sure to nail your copy and headline. Your prospects need one last nudge, so reiterate the value you’re offering and how it’s going to help them as succinctly as possible.
Problem #2: You’re Not Driving the Results You Expected
Landing pages are all about converting visitors into leads who might eventually become customers. If your landing page isn’t actually converting prospects, your sales funnel is going to dry up quickly.
Contact forms are a staple on landing pages, but many marketers fail to optimize this crucial element by only requesting necessary information from their potential customers. This is such an important landing page tip because something as minor as an additional field added to your form can lower conversions rates drastically. In fact, a study shows that contact forms with three fields average a conversion rate of 25 percent, while those with six fields produce only 15 percent.
Problem #3: You’re Not Generating High Quality Leads
Converting a large number of landing page visitors into leads is great, but you may sometimes find that the leads you’re generating aren’t your ideal business customers. You want to make sure that with all the effort you’re putting into your landing pages, you’re producing leads that will become valuable customers.
The main issue here could lie in what you’re offering your visitors. If you’re looking to generate purchase-ready leads through your landing pages, make sure your offer is something more than a more high-level eBook or guide download. Guide them closer to becoming customers by offering a free quote or consultation in exchange for their contact information.
Do you have any landing tips of your own? Share them in the comments below!